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SEO 16 min read August 12, 2019

5 Ways To Improve Your Current Website Traffic

Website Builders VS. WordPress — Which Is Better For SEO?
Stacy Mine
Georgi Todorov
Link Building and Blogger Outreach Specialist
Four million blog posts are published every single day. It goes without saying that improving your current website traffic is becoming an increasingly uphill battle. Getting high-quality traffic to stay and convert is even harder. But it isn't impossible! Countless websites break through the competitive noise every single day. In this article, you'll learn how you can too.

Go all-in on mobile optimization

With 52.2% of your website visitors arriving on their phones, neglecting mobile optimization is quickly becoming an unforgivable mistake.
Does that look like a trend which will change any time soon? Not a chance. So you're convinced that more people are visiting your site from their mobile phones.

But how does that affect your website traffic? Aren't they coming anyway? Why does it matter what device they're on and what they experience when they get there? Bounce rates. (The rate at which visitors leave your website without viewing a second page). There is a direct relationship between long page load times on mobile and high bounce rates. Think about it. Is your website traffic only restricted to the first page people visit? Or does it also count the second, third and fourth pages? If you haven't optimized your website for mobile visitors, you'll lose them before the first page even loads.
Giving your website visitors a good experience when they arrive is the single most impactful thing you can do to improve traffic. By first answering questions that determine how usability translates for your specific audience, you'll be able to gauge what to reach for in terms of optimal user experience.
 

How to optimize for mobile visitors (and improve website traffic at the same time)

1
Reduce the number of elements on your pages

The more elements on a page, the slower it takes for that page to load. The slower it takes to load, the more likely it is for a visitor to bounce. Simple. If you care at all about page conversion (which you should, by the way), it's also worth noting that "as the number of elements — text, titles, images — on a page goes from 400 to 6,000, the probability of conversion drops 95%." But, this doesn't mean you have to make boring, standard web-pages. You just need to improve your back-end optimization. For instance, check out this landing page from Housecall Pro:
1
Just like their desktop, interactive elements are still at play here without slowing the site down. So, how do you do that? By minifying your CSS and Javascript. Run your site through Google's PageSpeed Insights and see if any elements can be reduced in size, but kept on your site! I suggest that you read "Joydeep's post 19 Easy Ways To Improve Your Site Speed" as well.
2
Remove pop-ups, overlays and interstitials for mobile visitors

Not only is this seriously frowned upon by Google, but pop-ups and interstitials also give a terrible user experience for mobile visitors. The "close" button is often impossible to find, thу CTA button is often accidentally clicked, and those optimization elements which look great on desktop often take up way more space on mobile than you think they do. There are few website elements which are more detrimental to your bounce rate.
3
Test your website's usability

Engaging with a usability-tracking tool will give you valuable insight into how your visitors are engaging with your website. Heatmaps can track where people are clicking on any given page of your website. They can also show you exactly how many people are scrolling through your pages:
1
The same usability tools which give you heatmaps often provide recordings of your visitor's visits. It can feel a bit creepy, but recordings can be an incredibly helpful tool to see the sticking points of your visitors.

In addition, Google Analytics' User Flow report shows you how your website visitors are navigating your site: where they came from, which pages they navigated in which order, and where they exited.

Also, make sure that your website is free from any bugs. Using a checklist to examine the websites across different platforms and devices goes a long way to ensure that you make a good impression.
4
Consider mobile-first indexing

In March 2018, Google rolled out mobile-first indexing, which means that they will use the mobile version of the page for indexing and ranking.

Tom Donohoe said "The announcement wasn't a surprise to me because mobile searches have passed desktop searches on Google. Site owners switch to mobile-first design thinking if they want to increase their website traffic in 2019. Ultimately, focusing on creating the same content, structured data and meta tags on both mobile and desktop."

Start creating different types of content

Writing blog posts is brilliant. They help you rank for keywords and drive traffic. But blogging isn't the end-all-be-all of content production. In fact, most people don't read more than 15 seconds on a given page. Let alone that content innovators (or, as Kapost refers to them, content "leaders") drive 7.8x more traffic than content "followers" (19.7% vs 2.5%).

There's no better way to become a content leader than to stop solely creating blog articles and start creating new, interesting and exciting content types.

For instance, Neil Patel is no longer writing content on Neilpatel.com. It's now exclusively video and podcasting:

Repurpose existing content into new, comprehensive guides

Instead of investing serious time and money to create a load of new content, consider repurposing existing content. You've already got the content sitting there.

In fact, with up to 70% of B2B content going unused and unread, you have a huge amount which didn't work the first time and could be recycled.
1
Step 1
Identify a topic which your target reader or website visitor is interested in.
2
Step 2
Search through your existing content library for five pieces focused on different elements of that one topic.
3
Step 3
Compile the information into a single resource (such as an infographic) or PDF (Google Slides is great for this, particularly if you're strapped for cash and don't have InDesign).
4
Step 4
Either create a landing page and email-gate the PDF (to generate leads) or publish it for free as a comprehensive resource.
5
Step 5
Promote.

Create a podcast

Podcasts are the epitome of "leader" content. Nothing else builds your reputation, gets your name out there, and drives more traffic than this content type. That is, of course, so long as you execute perfectly.

Here's how to get started:
1
Identify your angle

Everybody you know has started a podcast. If you're reading this post, you already have a few years of catchup to do. But you can still do it. Podcasts can still improve your website traffic.

But you have to have an angle.

Our recommendation is to go the "Journey to…" route. You need to tell a story. Podcasts like Serial and blogs like Groove's "Journey to 100k" proved that years ago. Come up with an ambitious goal interesting to your prospective customers and website visitors. Then come up with the 6-month plan you're going to execute to achieve that ambitious goal.

Then, every week, get on a mic and talk about what you've done in that week, and why. And be sure you get guests on to talk about their approaches and what worked for them.
2
Get the equipment

You'll need a headset and a microphone. That's really all you need. Actually, a room with good acoustics and a lock on the door is pretty essential as well.

Invest in high-quality visuals and graphics

The easiest way to stand out from competitors is to make your website and content more visually beautiful. Visitors will stay on-site and think of you more highly if your site looks like it was made this year, rather than in 2002. And most of that comes down to high-quality visuals. Not the content on your pages or the impressiveness of your product. No. Just the way it looks.

Web design best practices:
Whitespace: nothing makes your website or blog look more modern or cleaner than whitespace.
Fonts: you'd be amazed at how important font is in web design. Talk to a designer and get their insight before launching.
Images: high-resolution (without being too large, for SEO)
High-contrast color schemes: If you want to draw your visitor's attention to a button or the next page, use high-contrast color (as Mercedes has done with blue, in the image below).
Here's an example from Mercedes Benz, which encompasses it all:

Focus on a specific content niche

"SEO" is too broad. "PPC" is too broad. Want to improve your traffic? Focus on particular niches.

For example, if you like local SEO, focus your blog on local SEO and marketing strategies. Trying to be all-encompassing is almost impossible. Not when giants like HubSpot have massive domain authority already.

Niche down. BigCommerce focuses specifically on eCommerce merchant tips. For example, Adventure for less focuses specifically on travel hacking.
The list goes on.

How to find a niche:
1
Use a keyword optimization tool to research topics with high volume and low competition.
2
Audit your existing articles to see which content subjects resonate most with your readers or clients. Then double down on those subjects, exclusively.
3
Poll your readers or clients, asking them what they're most curious about and then create content which answers their questions and addresses their specific pain points.
4
Consider an industry-focus. Rather than writing on eCommerce in general, create content on how to sell jewelry online, or fair trade leather belts.

Dial in your customer service

Want to keep your website visitors and customers coming back? Give them excellent customer service. According to research by GetVoiP, the average ROI of $1 spent on customer experience development is 3x.

You might be sitting there thinking, "how does customer service improve website traffic?" Consider that focusing only on driving new traffic often means you're neglecting your existing customers.

Focusing exclusively on SEO, rather than user experience or customer service, means you'll get a million website visitors and $0 in the bank at the end of the month.

An analogy would be from content marketing:

Let's say you own a business selling data protection software. Your KPI for this month is website traffic. What's the best thing for your marketing team to do? How about writing an article talking about Justin Bieber's shaky relationship with his wife, Hailey? With the right photo, you'll drive thousands of new visitors to your website.

But what's the point?

None of those visitors are remotely interested in data protection software. It's the same with customer service. You could focus only on driving new traffic, but if you don't treat those visitors well, they'll never return.

Joe Daley, CEO at FreelanceMyWay says it's also so important to engage with the users of your website and service, always asking for feedback and ways to improve your service and functionality. You can also hire freelancers to comb your website and features finding ways to improve it.

American Express found that more than 50% of people will switch companies/brands after one bad customer service experience.

And what will that do for your traffic numbers?

Great customer service, on the other hand, drives referral traffic. It boosts your word-of-mouth marketing and is the most important part of retention.

To dial in on your customer service efforts, here are the top customer service must-haves for your site:
Live-chat: When possible, you should be proactively chatting with your website visitors. Personal contact is a huge part of giving a positive customer experience. It's far more difficult for a website visitor to bounce from Jennifer than it is from "Faceless Corporation X."
A knowledge base: Knowledge bases are, very simply, a place where customers can quickly find answers to their questions without risking a conversation with a customer service associate. This is especially helpful if you have international customers but not 24/7 chat.
Friendly and personal emails: Consider your brand profile. Do you write emails in a friendly way? Do you use emoticons? Do you send emails on the weekend?

Re-evaluate your current martech stack

Marketing tech is beneficial when it comes to driving more website traffic.

What's a Martech stack, again?

Martech stacks are defined as "the group of technologies that marketers use to execute, analyze and improve their marketing across the customer lifecycle."

So using the right tools - the right software for SEO, website optimization, mobile optimization, social media marketing and all the rest - can be the difference between a floundering business with no online traffic, and you buying a boat.

The top-reviewed traffic-building for your martech stack:
Demandbase. Demandbase gives you the ability to personalize the ads you send to specific people at specific companies across the web.
Buffer: Buffer enables you to manage your social media promotion strategy from a single dashboard. Schedule posts and collect data about how you can optimize your content marketing efforts.
For a complete breakdown, check out Intercom's "Ultimate Marketing Technology Stack for 2019."
Website traffic is an essential part of a successful business, but it's not the be-all and end-all.

This article has focused more on those strategies which drive website traffic reliably: site optimization, content specialization, customer service, the right tools, etc.

Anyone can drive traffic. All you need is a click-bait title or a picture of Bieber looking sad.

But driving relevant traffic, reliably? That's a bit harder.

Hopefully, these strategies will help. And if you have any questions, don't hesitate to reach out.

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