Increasing website traffic should be a top goal for almost every business. The simple truth is that a website that isn’t visited isn’t going to get customers. The complex truth is that there’s more to increasing website traffic than that—especially for local businesses.
For local businesses, website visits are just visits—unless those visitors are local with an interest in the products and services. A visitor thousands of miles away isn’t going to contact a business for a remodeling quote or to purchase flooring. Targeted traffic, on the other hand, is a valuable tool that results in more local visitors searching for the business’ products or services. These visitors are more likely to buy because they are looking to buy.
While these tactics are listed individually, the most effective way to increase local website traffic is to coordinate these tactics into a strategic marketing campaign. The campaign can be steered by a creating a marketing plan and performing regular evaluations (executed by business staff or local marketing professionals). These regular evaluations allow businesses to adjust future marketing efforts and utilize past efforts that have yielded customer engagement and sales. While the big picture can be incredibly technological, this checklist for increasing website traffic breaks down the effort into actionable, effective marketing tactics.
Checklist for Increasing Website Traffic
Establish and maintain free social media profiles.
___Choose social media sites with demographics that match business’ target audience (use these social media stats).
___Regularly share relevant information.
___Add social media posts with website URL.
___Respond to customers’ messages and provide excellent customer service.
Produce blog content with researched keywords.
___Add quality content produced with keywords that match search intent of target audience to website.
___Include internal links to website in content.
Leverage the power of landing pages.
___Research keywords searched by target audience for on-page SEO.
___Produce optimized landing pages focused around research keywords.
___Include quality images and videos that increase conversions.
Verify and optimize a Google My Business listing.
___Verify Google My Business (GMB) listing.
____Completely fill in information on the GMB listing.
___Add photos of business location and products, which increases engagement.
___Include website URL in GMB listing.
Establish listings on online directories.
___Select online directories relevant to the industry.
___Completely fill out the listing with the website URL and exact same name and address.
Advertise on social media.
___Choose the social media site with demographics that fit the business’ target audience.
___Create a targeted ad with quality images and catchy text.
___Specify settings so the ad is targeted to local visitors and audience demographics.
Build an email marketing list.
___Ask customers for their email in-person and online (use these ideas for building a solid email list).
___Review standard procedures for opportunities to ask for customers’ emails.
___Include the ask for emails to training materials for new employees.
Include the website URL with YouTube videos.
___Include the website URL in the video.
___Add the URL to the YouTube profile.
Add the website to printed promotional materials.
___Include the website on every printed material (either with the URL).
___Pass out materials with the website URL at events.
___Distribute the printed materials in bags or on receipts.
Optimize the website.
*This effort does not drive traffic, but does ensure that the website is easy to navigate by search engines and website visitors.
___Establish an easy-to-navigate website for visitors.
___Make the page mobile-friendly.
___Structure the site for smooth indexing by search engines.