So You Have a New Website… Now What? 4 Steps for Traffic Success
Investing in a new website or an overhaul of your old website is a significant undertaking. Once you’ve taken the plunge and gotten through all the decisions about appearance and content, you might think the shift is over, but the truth is, getting your new website constructed is just the first step in utilizing it to its greatest capacity.
Many people think that once you have a new site the leads just start rolling in. But you have to remember that just like in the physical world, you have to let people know your address in the digital realm, too, if you want visitors. They won’t just magically show up.
Step 1: Get Ready to Analyze
Google Analytics accounts are free to set up, and a little bit of research will help you understand how they can explain your site’s traffic to you once it starts. If your site was built by an agency like DayCreative, it’s likely they offer that service along with your design. An analytics account helps you see where your traffic comes from, and will assist with tracking new add ons as you develop them. Information from Google Analytics will help you develop your marketing strategy and drive future decisions once you begin to get a good amount of data – like how did they get to your website (search, social media, other website), what pages did they look at, what city do they live in, etc. Knowing that data can be very valuable in how you grow your business.
Step 2: Tell Them You’re There
Once you’ve got Analytics in place, you also want to set up a Google Search Console account–another free service with Google, that tells Google’s web crawlers that this new website exists, so that they can index it to show up in Google searches. You submit a site map of your website, select geographic areas and demographics to target, and you can also set up reports to be emailed to you and choose the frequency. (Daily, weekly monthly.) It also suggests keywords to use, so that people searching for your services or products can find you; these can be incorporated into your blog posts (if you have them), social media, etc.
Step 3: Be Available (With a Chat Bot)
Another thing we highly recommend is employing a chat bot for customer interaction when you do get traffic on your website. You’ve probably interacted with a chat bot, yourself; a window pops up when you land on a site, asking, “How can we help?” and you type in your question, receiving a quick response. No filling out information in a contact form, no being taken to a third party site; the immediacy of a chat bot is the height of quick customer response. We’ve seen 4 to 5 times the increase in lead engagement for our clients with chat bot use, and that’s not something you want to ignore if client/customer engagement is an important part of your business. Once you’ve gotten the traffic on your site, you have to think about how to garner their interaction. Contact forms are good, having your info available is great, but a chat bot takes the ease of contact to the next level. It’s low effort for the customer, and it doesn’t have to be difficult for you, either; DayCreative uses Drift which utilizes a phone app and administrators can get notifications and respond through their phones. (Other services are available that have a number of use capabilities like Facebook Messenger and Intercom.)
Step 4: Create Compelling Content
Lastly…how do you get traffic to the website? There are a number of ways, but they all involve the creation of content that follows a strategy. Whether it’s as small as Tweets and Instagram posts, or as vibrant as regular blog posts, ebooks, or white papers, you need to have a content strategy and a production calendar that is consistent and compelling to your customer base. This is where search ‘keywords’ come in handy (what users type in google search to have your site appear); the organic traffic you can get from good content is significant, and social media engagement may be hard to develop initially, but it’s a sound long term investment.
If it seems overwhelming, you can always engage an agency like DayCreative for either guidance or managed services each month. We’ve done this for years, but we also believe in making the process understandable and trackable so that you can see the return on your investment.
To sum it all up, getting a website is an important step in building your digital strategy…but it’s only the beginning. You have to put thought and effort into garnering traffic and cultivating leads.