How to deal with low website traffic
Websites are an integral part of businesses today. They serve multiple purposes. Their main functions include the dissemination of brand awareness and customer recruitment. Whatever goals the management set while creating the website, their realisation depends on the amount of traffic or views that the website receives. There can be a variety of reasons for why a website does not receive enough visitors on a daily basis. In this article, we will delve into the methods of generating higher website traffic.
Possible causes of low website traffic and their respective solutions
- The site is not adequately optimized - SEO involves the employment of various techniques in order to make a website feature as high on a search engine’s ‘results’ list as possible. By featuring on the top of these lists, websites generate higher traffic than those in the lower order. The site developers may have had little knowledge about SEO or perhaps they did not incorporate its principles while building web pages. It is important to adhere to SEO principles while constructing a website in order to include the requisite components that aid crawlers. If these principles are ignored, even a well-structured site which displays engaging content may not live up to its potential in terms of gaining popularity. The solution to this is to ensure the following: The headings or titles of the site’s content should contain sufficient keywords. Search engines match the keywords used in the search with those contained in website posts and display the most relevant results. Embedding well-written and descriptive meta tags in each page is important as well.
- Use of highly competitive keywords - While the use of keywords is an imperative for SEO, the site developers ought to understand that certain keywords are too popular and mainstream. Other sites make use of the same keywords but only those sources get featured on the first SERPs who are considered relatively more trustworthy. If a website is relatively new (yet to amass many followers) for example, it will not get featured in that list irrespective of the content quality. While targeting keywords, sometimes developers should use a more subtle approach. They could use keywords that are less popular, but are still as effective. For example, when creating content related to smoking habits, posts titled ‘Stop Smoking Now’ or ‘How To Quit Smoking’ have probably been published a thousand times over by various sites. It is no cakewalk to make yourself get noticed amongst so much competition. Now if your post is titled something like ‘reduce smoking today’, you are making use of a less popular keyword and creating an article which is less mainstream. What this does is it increases your website’s chances of featuring on the first SERPs. Further promotion of one’s site posts should be carried out as well.
- Poor or insufficient content – Successful online marketing is highly dependent on the quality of content and its continual availability on a website. Visitors should not often run out of something mesmerising to view. When the content is of an engaging and educational nature, visitors turn into followers and further go on to share the site’s links with their friends and families. Truly relevant content can only be created while keeping one’s target audience in mind. It requires originality. The posts should be fresh, unbiased, and in sync with contemporary events. Publishing re-written texts will not take a site far. Appropriate research should be carried out in order to avail of factual data. Trustworthiness of a website is critical to its success. There needs to be consistency in the content’s quality as well as its timely production. Visitors should be induced to return to the site and become frequenters of it. The higher the amount of content, the higher will the site’s digital footprint be.
- Lack of promotion - Developers should take initiative to promote their website instead of just waiting for visitors to arrive. Measures have to be taken to make the website stand out in the midst of so much competition. It can be achieved by sharing the site’s links (URLs) on social media, getting featured on review sites, listing one’s URL on products and business cards, et cetera. Blogging serves as a very competent medium to this end and is highly encouraged. As mentioned earlier, great content does not guarantee traffic. A well-created site can be lost in the internet’s abyss if not promoted adequately. A good idea would be to configure one’s site to be suitable for viewing on smartphones, tablets, et cetera. What this does is that it makes it more accessible to the public.
- Bad user experience - A website should have an aesthetic appeal in terms of design and should be user-friendly at the same time. It is especially important in the case of visitors belonging to the older generations. Developers should take precautions against losing clientele because they struggle with the navigation. Sometimes, “simplicity is the ultimate sophistication”. Creating a site that is quick to load should be an ideal in the minds of the developers. Slow-loading websites drive users away. Sometimes, the volume of visitors can be increased by simply creating sites that are quick to load. Music or videos should not be allowed to start playing without authorization from the users. They are often regarded as a nuisance. It is also important to keep the amount of advertisement on one’s website in check. It is understood that advertising on one’s site is quite profitable. However, it is important not to let these ads eclipse the content of the site’s pages. A surplus of advertisement also causes pages to be assigned low scores by search engine algorithms. The excessive use of pop-ups tends to be a major cause of irritation as well. The management needs to ensure that pages contain no broken or defunct links for a favourable user experience.
- A/B testing absence - A/B testing or split-run testing is an experimental process in which two versions of a web page are compared so as to infer which one performs better in terms of customer conversion. It is done by floating both the variants to homogeneous public and then reviewing the obtained results. The page with the higher rate of conversion is chosen. Carrying out such tests is a competent method for analyzing the adeptness of websites and making them more efficient thereon. It makes it easier for developers to try out new concepts since they need not be afraid of making mistakes which could have detrimental consequences. It allows them to get more creative and to think outside the box, which makes for the perfect conditions to create something authentic and awesome.
- Lack of incentives – At times one has to go out of one’s way a little, in an effort to persuade people to frequent a website. Offering free of cost incentives to customers such as deals on one’s products, free samples, bonuses, et cetera is a good strategy for procuring views and followers. One of the most apt incentive-strategies in this case is to offer some reward to users for referring other people to the site. Budding websites often make use of introductory offers in a bid to capture attention. The incentives on offer should be budgeted in a manner that prevents them from eating into the vital financial resources at the disposal of the management.
- Poor ranking – Algorithms such as ‘Google PageRank’ and ‘Google Panda’ are in place in order to comprehensively rank websites on the basis of content quality and other criteria. In fact, they do not just assign a score to the website, but also to each individual page. These ranks determine the volume of views that websites shall garner as the first results on SERPs receive the most clicks. For example, PageRank measures the importance of a web page by calculating the number of links to that particular page being featured on other websites at a point in time. There are many other ranking factors present today. Websites which make their way to the top of SERPs are subject to rigorous scrutiny on the part of search engines. They get analyzed more than the rest. To avoid getting a bad score, developers ought to ensure that their content is original and the site is quick to load. Duplicated posts should not be allowed onto the site. A few bad articles have the power to overshadow great content. The overall website score suffers a blow because of them.
The objective of any website is to receive as much traffic as possible. Hindrances to the acquisition of traffic by a website can be done away with by adhering to the aforementioned pointers of this article. Despair is regressive and does not lead to success. One should have faith in one’s ability to overcome obstacles and never cease to believe. Diligent work pays off more often than not.