Having a business website is a key component for most businesses these days as more and more people go online to research a product or service, as well as, buy from and/or communicate with, a business online.  After selecting a business website platform, it is now time to set it up.  But where do you start? And what do you need to do to get people to visit your website?

CC-BY Image by Digital Capability

To help you with this, here are seven ways to drive people to your website:

1. Determine your target market

Your business website is an extension of your business’s marketing strategy, and a marketing strategy will only be effective if it is targeted to a defined audience.  Before determining what you should include on your website, think about who will be the ‘target market’ in terms of demographics (age, gender, location, income etc) that you will be driving to your website. Knowing this will help you understand what information you should include on your website and how people will interact with it.

2. Determine your website’s purpose

Your business website is like your online store or office or information stand. It has to have a clear purpose so when people arrive at your website they how to interact with your website through a “call to action”.  So what’s the purpose of your business website?  Is it to:

  • get people to call you?
  • ask questions via a contact form or online forum?
  • buy something? or
  • is it simply to find useful information about your business or service?

Having a clear purpose for your website will help you decide how to structure your website, and where to put the important information.

3. Learn as much as you can about SEO

SEO or Search Engine Optimisation is a term used to describe how you can make your business website a “search engine magnet”.  Search engines, such as Google, Bing and Yahoo7!, use software algorithms or formulas to look for websites which have keywords and key features which match people’s web searches.  To enable this to happen, learn as many SEO tricks as possible, for example:

  • Use a SEO tool/wizard in your website dashboard to guide you through what to include on each page in terms of keywords, meta-descriptions etc
  • Use unique page titles or URLs (Unique Resource Locator) so your webpage links are keyword rich and describe what the webpage is about
  • Ensure your home or landing page has a call to action ie Call us now on … or Click here to buy/register …
  • Use lots of photos/images and include a call to action in the wording of the ‘alt tag’ feature in the upload/insert tool, such as … book now to receive this service or call us now to buy this product
  • Encourage “ping backs” or hyperlinking or blog comments from other credible websites
  • Cross-link your website by hyperlinking to other pages within your website and from your blog, as well as, from your email marketing campaigns

4. Consider using SEM

SEM or Search Engine Marketing is another key way to get search engines’ attention and push your website higher up search engine results ranking.  Consider paying for Google Ads to bring people to your website, and/or having other businesses’ advertisements on your website through Google Adsense.

CC-BY Image by Digital Capability

5. Content is king on the web

Unique information, resources, images and video content helps your website stand-out in a sea of white noise on the web.  Regularly updating your website’s content is viewed favourably by search engines.  The best way to add fresh content and interact with people is through blogging.  Blogging allows you share some of your expertise to get people’s (and search engines’) attention, as well as to help you develop ‘street-cred on the web’. You can add fresh content through blogging without having to add new pages or redesign your website. Other interactivity on your website which helps drive people to your website includes polls / voting, competitions, giveaways, and encouraging customer reviews.

6. Use social media as a hook

Social media sites are growing every day, with people keen to get online to share and see what’s happening.  Sites like Facebook have over 13 million Australians using their site (Social Media Site, March 2014).  Having a business presence on the social media sites where your target market are most active means you have a way of hooking them into checking out your website through special offers and interesting discussions.

7. The traditional things are still the best

Email lists, used effectively, are still the best way of drive people to your website by hyperlinking content to your website through targeted emails communications to an audience who have opted in to hear what you have to say (and sell).  Adding your business website address to traditional marketing tools such as newspaper/magazine advertising, flyers/brochures, email signatures, business card, pull-up banners, and letterheads/footers in documents, is also effective.

As you can see, planning and making the time to interact online are the key factors to driving people to your business website.  Remember, updating your website is like exercise, unless you’re doing it regularly, it’s a waste of time.  And like Rachel Hunter used to say, “It won’t happen overnight, but it will happen” , so keep at it.

What to know more ways to drive people to your website?  Check-out some of these:

Or ‘Be Ahead of the Pack’ through our (e)business coaching and mentoring services or register to receive updates about these types of topics and you will be running your business digitally smarter in no time.

Seven ways to drive people to your business website
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