It almost goes without saying that traffic is the lifeblood for any website.
It is, after all, the “fuel” that’s required to make your website “go.” What’s more, if no one finds your site it can’t do the job for which it was intended.
But more than that, without getting traffic you can’t figure out how well it can work for you. It takes traffic to get leads, and it also takes traffic to test whether or not the elements of your site can get the job done, i.e. convert visitors into prospects.
And this is key.
Now, you might be thinking that all traffic is pretty much the same. However, there’s a big difference between getting traffic, and getting the right traffic.
What do I mean by that?
Website traffic and getting more leads (or sales) online
Well, not every visitor to your site will be in the same frame of mind when they find you online, nor are they all looking for the same things when they find your website.
In fact, there are a number of important variables that make up what I mean by the “right” visitor to your site.
Some of these variables are:
- source of traffic (where did they come from?)
- how they found you (method of marketing)
- what keyword(s) were used to find your site
- where they are located (i.e. geo-targeting)
- their frame of mind (i.e. “search psychology”)
What this means for you is that more visitors to your site doesn’t necessarily translate into getting more leads.
Rather, it’s about attracting the right kind of people who will be more predisposed (i.e. prequalified) to consider doing business with you (i.e. become a lead).
And these variables form the “virtual context” that makes all the difference.
Let me use an example inspired from when I used to attend business networking events to help clarify this point.
Back in the day I used to attend Chamber of Commerce “after hours” events most of the time I would meet sales people rather than “decision makers,” which meant I was surrounded by “sellers” and not “buyers.” So it didn’t matter one bit that there might be 30 or 40 people attending the event if some (most?) of the folks there didn’t have a website or weren’t interested in improving the company’s website because they were not the business owner or person in charge of their web marketing efforts.
Makes sense, right?
And can you relate to this example?
So when it comes to attending conventions, conferences or business networking events (if you attend these) you already know that you need to be “choosy” about how to allocate your time in order to make sure that the folks in attendance are a good fit for your agency.
And similarly, when it comes to your website you need to allocate your efforts just as wisely in order to maximize your efforts in order to attract the right kind of people online.
In order to improve your results you need to begin by analyzing how much traffic you’re getting and how they are finding you.
By digging into the numbers you’ll have a better understanding of whether or not you are getting the right kind of traffic to your site, people who are both looking for what you do and will resonate with your marketing message.
Does that make sense to you?
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