Why is Your Website Traffic Low, and How Do You Fix It?

  • Why is Your Website Traffic Low, and How Do You Fix It?

    Dec 13, 2023

    Achieving strong website traffic is essential for any business with an online presence. However, many site owners find themselves struggling with lower-than-desired visitor numbers and engagement. If you find your website lacking in terms of traffic, there are a variety of potential reasons for these issues - but also plenty of solutions you can implement. By taking the time to thoroughly analyze and optimize your site, you can bring new life to your online presence and dramatically boost traffic.

    Conduct Website Traffic Analysis

    The first step towards improving website traffic is gaining a detailed understanding of your current situation. You’ll want to track relevant analytics across key categories:

    Organic Traffic

    Organic search should provide the largest share of visitors to most websites. Audit your site’s search engine optimization (SEO), including on-page elements like metadata, URL structures, content, headings usage, etc. Check your keyword rankings for top terms and identify new opportunities.

    External Referrals

    See where your visitors are coming from, such as social media links, other sites linking to your content, or direct entry of your URLs. Social can send major volumes of users while links indicate content resonating well enough to get shared online.

    Bounce Rate

    A high site bounce rate means visitors are leaving too quickly without truly engaging. This signals content failing to properly align with searcher intent or site navigation issues.

    Pages Per Session

    If visitors only read your home page before leaving, you must improve site content quality and architecture to keep them exploring more pages.

    Conversion Rates

    The percentage of visitors undertaking desired actions denotes how effectively your site persuades readers. For ecommerce that’s purchases while informational sites may track email list sign-ups, content downloads, etc.

    Implement Traffic Optimization Strategies

    After identifying precisely which areas showcase suboptimal website traffic, you can begin rolling out targeted solutions through a comprehensive optimization plan:

    Boost Organic Traffic

    Driving increased organic search visits requires elevating both on-page and off-page SEO foundations.

    On-Page SEO

    Optimizing page content for chosen keywords improves the ability to rank well and satisfy searchers. Expand keyword usage in titles, headers, body text, URLs, alt text, schema markup, etc.

    Mobile Responsiveness

    With over 50% of searches now on mobile devices, not having a responsive site leads to disastrous results. Use flexible layouts, small imagery, and touch optimization.

    Site Speed

    Faster loading pages boost user experience and search rankings, whereas sluggish speeds increase abandonments. Compress files, use caching, minimize redirects, and upgrade hosting if needed.

    Off-Page SEO

    Building backlinks from other high-authority sites signals search engines your content offers worthwhile value to merit featuring. Produce share-worthy content and employ outreach campaigns.

    Enhance Site Content

    The content itself is crucial for capturing visitor attention and spurring engagement behaviors like social shares or link building that further elevate rankings.

    Optimized Landing Pages

    Each page should target specific user intents through aligned content focus and clear calls to action.

    Increased Educational Resources

    Expand your site’s informational materials like blog posts, ebooks, guides, and videos around reader interests. Offer ample value at no cost to build brand authority and loyalty.

    Participate In Outreach

    An active presence distributing content across social networks and interacting within your industry helps expand reach. Leverage brand evangelists by responding to feedback and inquiries.

    Monitor Site Performance

    Continuously check critical metrics across organic and referral channels to assess content resonance and site effectiveness at converting visitors. Some key performance indicators (KPIs) include top landing pages, traffic trends tied to content releases or outreach campaigns, rankings for priority keywords, and UX behavior flow data.

    As issues surface, react promptly to counter and also know when strategies succeed so they may be expanded.

    Leverage Analytics & Insights

    Installing Google Analytics and Google Search Console provides a wealth of data from optimizing pages to discovering searcher demand driving competitors. Conduct competitor analysis to benchmark your performance and identify where they outshine you as opportunities for better meeting user intent.

    Ongoing optimization is crucial for long-term growth rather than quick bursts you cannot sustain. Patience is essential as traffic building requires consistency in implementing best practices over extended periods. But embracing analytics arms you with the insights needed to continually refine approaches until discover what truly resonates with your audience.

    Optimize Site Architecture

    Beyond page-level content, website architecture encompassing navigation menus, internal linking structures, page URLs, and more plays a crucial role in keeping visitors engaged across multiple pages.

    Simplify Navigation Menus

    Condense top navigation menus by combining less popular pages under common drop-downs while showcasing important content categories directly in the main menu. Enable easy site exploration.

    Logical Internal Linking

    Weave relevant contextual links within page paragraphs to guide readers to complementary content rather than unrelated assets. Link to category archives from individual posts for further discovery.

    Descriptive Page URLs

    URLs themselves should indicate the specific page content or functionality to users and search engines rather than generic identifiers like domain.com/page1.

    Promote Email Subscription

    Email marketing represents one of the most effective channels for keeping audiences engaged while promoting site content directly to inboxes. Embed signup forms in sidebars or site headers prompting visitors to subscribe. Develop solid value propositions convincing visitors to consent. Send consistent newsletters showcasing new articles, resources, or company updates subscribers may appreciate.

    Feature Visual Social Icons

    While subtler social media icons may become ignored, prominent visual icons catch readers’ attention. Place larger Facebook, Twitter, Instagram, LinkedIn, and YouTube icons in site headers or side columns. Enable one-click amplifying content.

    Improve Site Responsiveness

    Switch to a responsive theme ensuring desktop and mobile visitors enjoy the same optimized experience. Content should dynamically resize avoiding awkward horizontal scrolling or tiny text. Confirm elements like navigation menus, forms, buttons, and images function intuitively on touch devices.

    Address Site Errors

    Nothing destroys user experience faster than broken pages and error messages. Monitor site health daily both visually and via crawling tools like Google Search Console. Establish redirect pathways for deprecated URLs now leading visitors to relevant replacement content instead of dead ends.

    Refresh Visual Design

    While complete site redesigns take extensive testing before rollout, inject subtle visual changes over time through evolving color palettes, new imagery, additional spacing, and updated fonts. signal freshness and professionalism.

    Enhance Content Strategy

    Your website content represents the core magnet attracting, engaging, and converting website visitors across all channels. Lacking substance fails visitor needs while delivering immense value and encourages viral sharing and loyalty.

    Conduct Competitor Content Analysis

    Through analyzing competitors’ site content, identify gaps where others fail to serve reader needs so you may create aligned assets. Sign up for email lists to monitor the newest releases. Quantify their social media traction with shares and engagement as benchmarks for your own campaigns.

    Optimizing Landing Pages

    Every site page should focus on targeted user intents. Keywords naturally align content, CTAs promote conversions, while clean designs minimize distraction. Test layout adjustments and new copy until discovering the optimal page variant.

    keyword-optimized long-form content attracts search visibility while satisfying information needs. Encompass related questions driving searchers as subheadings satisfying content depth best practices.

    Infographics Visually Digest Concepts

    Combining textual facts and statistics creatively within information graphics draws attention while crystallizing takeaways for memory retention. Infuse your most compelling content assets with custom visuals.

    Grow Your Blog

    Launching a site blog focused on industry education establishes your brand as a subject matter authority. Commit to regular contribution cadences while promoting each post across social media and email lists. Recycle evergreen posts over time.

    Curate Industry News Content

    Staying abreast of category trends lets you share relevant happenings as value for engaged readers rather than overt company promotion. Link to reputable media stories or niche websites as community service cementing brand goodwill.

    Expand Visual Content

    Video content consumption continues rising across all demographics given retention improvements over text alone. Create YouTube video series, share live demonstrations on Instagram, or give platform keynote presentations distributing valuable experiences buyers crave during decision journeys.

    Optimize Site For Local SEO

    For location-dependent businesses, optimizing Google My Business listings and on-page elements for local SEO delivers immense neighborhood visibility as customers search for nearby providers.

    Complete Google My Business Profile

    Fully build out your Google My Business listing including crucial details like accurate business name, address, and local phone number so customers may engage or visit your location.

    Local Schema Markup

    Embed schema code across site pages to signal physical business information to search engines including opening hours, contact info, and location coordinates.

    Area Pages & Landing Pages

    Develop dedicated area pages featuring your city/region you serve like “Best Electrician Henderson NV” with tailored content and local imagery/videos as landing pages for searchers seeking local assistance.

    Cite Physical Location

    Reference serving specific metro areas, towns, counties, and neighborhoods (where applicable) across site pages and content anchors local relevance.

    Local Backlinking

    Build links from directories like Yelp, BBB, locale chambers of commerce, and relevant regional association pages. Sponsor local events listing your site as a community supporter.

    Promote On Review Sites

    Request satisfied local customers organically recommend your location and share positive experiences across Google, Facebook, and niche review platforms. Respond to all feedback for transparency.

    Geotarget Social Promotions

    Boost social media posts by geotargeting residents within set-mile radiuses around your business location using paid tools.

    Track Phone Calls

    Implement call tracking phone numbers unique to individual campaigns like Google/Facebook ads, GMB listings, and local partnerships monitoring both call volume and conversions driven by specific marketing channels.

    Launch Advanced PPC Campaigns

    Pay-per-click advertising like Google Ads and Microsoft Advertising leverages buying specialized placement for short-term traffic gains necessary when organic rankings plateau at subpar levels but require perpetual budgets sustaining returns.

    Research In-Market Keywords

    The most effective PPC approach first excavates search terms signaling active purchase intent like “buy product X” and “purchase service Y”. Bid aggressively on commercial queries.

    Dayparting Targeting

    With employed individuals often researching solutions during weekday work hours while completing purchasing decisions evenings and weekends, set bid adjustments aligning higher costs to peak conversion times.

    Device Targeting

    Optimizing visibility for mobile searchers increasingly drives conversions across industries. Raise bids for smartphones while lowering tablet and desktop investments with declining relevance.

    Location Targeting

    Geo-target paid search to only show for searches conducted within areas you service locally. Avoid wasted spending by having nationally irrelevant users view ads.

    Site Link Extensions

    Add “sitelinks” highlighting important site pages like services, contact page,s or portals underneath the main paid link. Enable guiding visitors deeper into site content.

    Implement Analytics Tracking

    Install platforms like Google Analytics across all site pages placing tracking codes before major UX changes. Analyze user metrics for problem areas then optimize accordingly. Continually monitor analytics for new insights as the site evolves.

    Conclusion

    A website failing to achieve satisfactory visitor traffic leaves potential leads on the table each day and threatens overall viability. Take the time to methodically analyze site issues dampening performance whether blatant problems like site errors or subtler deficiencies with content strategy. Competitor analysis also showcases what performs well within your niche for comparison.

    Upon identifying shortcomings, create and roll out an optimization plan incorporating proven best practices for dramatically expanding organic and referral traffic. Improving SEO, enhancing user experience, amplifying content quality and outreach, and monitoring analytics offer immense potential for increasing conversions and revenues. The investment of effort pays dividends in rebuilding website value - so be proactive in addressing current problems for a brighter future. Treat optimization as an ongoing endeavor rather than a one-off project for sustainable returns over the long term.

    FAQs

    How can I analyze if my website traffic is low?

    Install Google Analytics to start tracking key metrics like visitors, pageviews, bounce rates, session duration, pages per session, and conversions. Assess organic, referral, social, and direct channels. Run regular reports to get historical averages and set dynamic benchmark goals based on past highs.

    What are the main reasons website traffic can be low?

    Common causes include poor search visibility from deficient on-page and technical SEO, weak content failing to satisfy user intent, site errors like broken pages or functionality, ineffective marketing outreach efforts, lack of social sharing and evangelism, and not optimizing user experience for conversions.

    What are 5 strategies to increase website traffic?

    The top tactics encompass organic search optimization via improved keyword utilization and link building campaigns, enhanced content production and distribution to add value for readers, website speed improvements and UX testing, leveraging influencers and brand advocates for further reach, and paid options like promoted posts and Pay-Per-Click ads.

    How much time does it take to increase website traffic?

    Depending on how extensive your optimization strategies, expect organic growth to take 3-6 months for major improvements as search engines assess pages over multiple crawling cycles before applying rankings shifts. However, address any crippling site errors immediately, and you can also generate quick wins improving site speed or launching a social promotion.

    How can I track if my efforts to increase traffic are working?

    Continually analyze your key metrics week-by-week and month-over-month for trends tied to optimization activities, such as climbing search rankings, lower bounce rates following UX changes, or referral jumps after securing guest posts. As long as core indicators move positively, you may continue similar efforts.

    Which metrics indicate how engaged my site visitors are?

    User engagement relies on metrics like page session duration, pages/session, and bounce rates showing whether visitors explore one page or many. Goal completions for behavior tracking or scroll reach mapping offer more granular engagement insight on what content keeps audiences active.

    Should I focus on volume of visitors or also conversion rates?

    While raw user numbers showcase interest, conversions dictate whether your content successfully moves audiences towards intended goals like purchases for ecommerce sites or newsletter signups, guide downloads, etc for informational sites. Optimize site pages and content for both driving traffic and nurturing higher conversions.

    How much traffic should my website get each month?

    No universal traffic benchmark fits all websites given variation across industries and business models. Assess goals based on historical site averages, competitor levels, calculated revenue requirements and expected conversion performance. Continue working monthly to increase over your averages.

    Is traffic the only thing important for SEO success?

    While critical for growth, solely driving additional visitors fails SEO if you lack the content quality and site user experience encouraging engagement behaviors that search algorithms also weigh like dwell time on site, pages per session, social shares, etc. Traffic without meaningful engagement signals issues to Google.

    How can I maintain consistent growth after increasing my website traffic?

    Avoid complacency by reviewing analytics regularly for new optimization opportunities or emerging platform features as Google algorithms evolve. Keep producing novel, high-quality content that gets discovered and shared over time. Maintain and expand marketing, outreach and UX improvement efforts for sustainability.

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