If you want to improve website traffic, the first thing you need to do is stop paying to advertise your products and services. It is no secret that traditional product advertising is becoming less and less effective. More than ever before, consumers are educating themselves on the internet before making purchases. Almost 70% of all purchases made today start with an online search.
Search engines companies have invested heavily in natural language processing to better understand what people are looking for. The effect of this investment is that search engines now better understand the content of what your page is actually saying. You can no longer trick Google into ranking your pages higher by simply listing the right keywords.
You need to invest in a content strategy which includes growth-driven website design and that also presents you and your services/pages as a trusted authority. The most straightforward way to accomplish this is to create a topic cluster around your service that answers all the important WHO, WHAT, WHERE, WHY, WHEN and HOW questions that your clients are searching for. Do this, and you will be rewarded with a higher page rank and more traffic.
When the visitor gets to your page what happens next?
Website designers and do-it-yourself webpage builders invest heavily in the home page of your website. Including beautiful sliding images, bold headings and subheadings, along with perfect snippets of “Search Engine Optimized” text. I don’t want to say that all this effort is wasted , because once the visitor finally finds your page they should be rewarded with a great user experience. Unfortunately, on average, when it comes to the services section of your website, significantly less time and effort is invested optimizing the user experience.
Imagine if all your clients entered your office through the service door in the back, rather than using the front door. This is essentially what happens when search engines rank your articles and services pages. The visitor is landing on the page that answers their specific question, not on your home page. If your service page is the only page of your website your client will see, are you confident it will answer these questions:
- Does your services page answer the visitors questions?
- Does it tell the story of your services in a way a search engine will understand?
- When you visit your own services page do you feel inspired to book an appointment?
- Does your services page include a contact form or way for the visitor to raise their hand and speak to you?
The most important thing you can do to increase your website traffic is to provide answers to the questions people are searching for. Prove to your visitors that you are the authority which they should turn to for solutions to their problems. Provide them with quality content that uses natural language to tell your story. Most importantly, invest as much time and effort into your services page as you did your home page. The reward for your efforts will be more clients for your business.