If you’re looking at your website traffic for the month and are disappointed by it, know that it doesn’t have to be this way. No matter what your product, service, or industry, there are things that you can start doing today to boost web traffic to your site.
These 5 strategies are proven to boost web traffic and can help you turn around those disappointing numbers.
Write More Content
More isn’t always better, except that it is, especially when it comes to content on your website. The equation is simple: more content = more keywords used = more opportunities for searchers to find you.
We can complicate that a little by adding that your search engine ranking will increase the more you use keywords in unique instances in your content (i.e., the more blogs and pages you have on a subject, the higher your ranking for the related keywords).
But aren’t people’s attention spans shrinking? I thought no one read anymore?
Here’s the deal: people aren’t necessarily reading all of your content. They’re skimming it. The more content you have, the more they’re going to get out of it, since they’re only seeing and digesting less than a third of the words on the page.
Plus, it establishes authority for your organization—the more you have to say about something, the more it seems like you know what you’re talking about.
Get Active on Social Media
Social media is one of the best tools for reaching potential customers and leads. Everyone (or nearly everyone) is using at least one form of social media, if not several.
For those reasons alone, not to mention the advertising, sharing, and engagement capabilities of these platforms, social media is a critical part of any digital strategy, and for increasing traffic to your website.
So, first of all, have a social media presence on all of the platforms that are relevant to your industry, whether that be LinkedIn and Twitter or Instagram and Houzz. Ensure that your website URL is in your bio (Instagram, Twitter, and Pinterest) or in the designated profile field (Facebook, LinkedIn, and Houzz) so that people can find it.
You should also be using your social media to promote your content. Share your blog posts across your social media channels so that followers and their followers can read, like, and share them. You can also refer users to relevant content when they have questions about your company, products, or services. Those shares will bring users directly to your content on your site, boosting traffic.
Use Mobile-Friendly Design
Mobile-friendly design or mobile-responsive design is web design that accommodates different types of devices and different screen sizes, as well as the differences in the way that internet users interact with websites on different devices.
A website with mobile-friendly design will have pages that adapt to various screen sizes, ensuring that design elements and text scale to the appropriate size for the screen they’re displayed on and that text, buttons, menus, etc. are readable and usable.
Additionally, internet users searching on mobile are going to have different behavior than those using computers. They’re less likely to read long content (scrolling thumb is realllll) and they’re also less likely to complete long forms.
So, you may want to consider how your content presents to the mobile user, as well as shortening or autofilling forms.
Over 60 percent of searches are performed on mobile devices, and, according to HubSpot, 63 percent of people expect a mobile-responsive website design. What this means is that website visitors want to view your site on their tablets and smartphones. If they can’t, you’re going to lose their attention and they’ll navigate away from your site.
More to the point though, mobile-friendly design is crucial if you want to boost web traffic. Why?
The answer won’t surprise you: Google’s algorithm.
Since 2015, Google has been using mobile-friendliness as a ranking signal for mobile searches. In 2016, Google began mobile-first indexing, meaning that rather than the desktop version of sites being what the algorithm uses to determine the value of the content to the user, mobile pages are indexed first.
People are using Google all day, every day, everywhere.
That means that people, all day, every day, everywhere are seeing Google ads. And that’s why they work.
Google ads are a simple, comprehensive, and targeted way to reach your desired markets and direct them to your website and landing pages. Whether through paid search or the Google Display Network, Google ads can drive traffic to your website.
Write Guest Blogs
Guest blogging is the practice of writing blog posts that are featured on other blogs in your field or industry.
You might be thinking, Why should I write content for someone else’s blog and boost their SEO and web traffic when I could post it on my blog?
Well, guest blogging:
Builds credibility—By being invited or allowed to guest blog, you’re having other industry professionals vouch for your knowledge and experience.
Reaches new audiences—The site you’re guest blogging for might have a greater or slightly different audience than your blog, and by writing a guest blog, you’re reaching a new audience for whom your products and services are relevant.
Gets your site a link—The site you’re guest blogging for is going to include some information about you, the guest blogger, and your organization. This will include a link to your site (or it should!). Google takes into account the number of inbound links to your site in search engine ranking, and higher search engine rankings equal more web traffic.
Doesn’t preclude similar content on your own site—Obviously, you can’t just copy one of your existing blogs and send it to another site as a guest blog, or they’ll get penalized for duplicate content. But what you can do is write on the same subject as a guest blog you wrote on your own site. Make sure the wording and formatting are fresh, but the ideas conveyed can be reimagined and posted.
More content to promote on social media—just because it’s not on your blog doesn’t mean you shouldn’t promote it through your social channels. Your followers may find the content interesting and useful and choose to engage with it and with your company.
While you’re at it, you should have guest bloggers on your blog as well. The benefits of guest bloggers on your site include:
Building credibility by linking to other, credible industry professionals
More content and unique instances of keywords
Outbound links to reputable, relevant sites
Social sharing of the content by the author, amplifying your social media activity
Tried everything and still not seeing a traffic boost? Let’s chat. Inbound marketing is our thing, and we’re experts at driving the right, qualified traffic. We’d love to see how we can help.
Digital content writing can be tough. Not only do you have to write well and be engaging and compelling, you have to know what your intended audience (a.k.a. potential customers and leads) is searching for, what they want to know, and how to get them motivated to act on what they’ve learned and get in touch with your people. We see B2Bs missing the mark with their content all the time. Here are the five mistakes you’re probably making with your B2B blog content right now:
1. Too much jargon
You are probably an expert on the products or services that your company provides; you probably know all the industry terminology and abbreviations, too, and use them in your daily conversation. But your customers, especially the kind you’re trying to reach—new customers—probably don’t know the industry jargon. Using too much jargon without properly defining it will confuse your readers and potentially cause them to navigate away from your blog to more understandable and accessible content available elsewhere.
2. Missing content for stages of the buyer’s journey
Customers go through a buyer’s journey when making purchase decisions: the awareness stage, where they become aware of their need for a product or service; the consideration stage, where they consider various suppliers/service providers, price points, product/service offerings, etc.; and the decision stage, where they make a purchase. If you don’t have content geared toward leads in each stage of the buyer’s journey, you’ll miss opportunities to reach leads in certain stages, resulting in lost customers.
3. Missing content for some buyer personas
You might have content that is geared toward buyers of your product, but do you have content geared toward all the potential leads who may have interest in your product? Even if the majority of your business comes from one specific market segment, chances are that you have secondary and tertiary audiences for whom your product or service has value as well. If you’re not reaching out to those audiences as well, you’re missing out on conversion opportunities, as well as the opportunity to diversify your customer base to mitigate dependence on volatile industries.
4. No calls to action
You’re writing blog content because you want your reader to do something. In general, that something is to purchase from your company, but each blog post has its own specific and content-related goal. If you have a blog post on “How to find the right supplier of X component,” it should at some point direct readers to learn more about how your company is the right supplier of that component. For content geared toward prospects in the decision stage of the buyer’s journey, calls to action should direct them to request a quote or to set up an appointment with a sales contact. This is how you turn your blog readers into actual paying customers.
5. Not making content locally-relevant
For a lot of businesses, even B2Bs, location matters. If your operations are housed in a certain location, and that location is beneficial to your customer base or desired customer base, you should incorporate that into your content. For example, if you’re a Tier I or Tier II automotive supplier and you’re located in Michigan, that’s something you should absolutely be using to your advantage, as the Big Three are headquartered in Michigan and many of their warehousing and manufacturing facilities are in Michigan and surrounding Midwestern, Rust Belt states.
If you’re ready to enhance your digital presence and step up your contact game, it’s time to get in touch. Evenbound has expertise on the content strategies that will increase visitors, conversions, and leads from your digital content and boost your digital marketing ROI. Don’t believe us? Check out the case study below:
When you’re marketing your housing development, you’re not just selling homes. The key to getting buyers interested is selling them on a place and a community. A physical home is just one aspect of purchasing a house, and for most buyers, it’s not even the most important. Sure, any buyer wants a roof over their head, but in most cases, it’s not actually the house you’re selling—it’s the experience of home.
More than anything, buyers are looking for a place to call “home.” A place to raise their kids, a place to grow old, and a place to start a life. If you’re building a housing development, that sense of place is your strongest marketing tool. Use content that speaks to your housing development’s story and sense of community to bolster new homeowner’s confidence in your development. The best way to get eyes on your site and pull homeowners through the buyer’s journey?
If we’ve said it once, we’ve said it a hundred times. You need a blog. That’s all there is to it. Without a blog you’re in the same boat as every other Joe Shmoe out there with “new homes for sale” signs stuck on every street corner. A blog not only helps you define your community vision, but it helps you reach qualified buyers more quickly. Think about it:
If you were going to buy a new home, would you drive around looking for “for sale” signs, or would you Google available properties near you?
Unless you’re really stuck in the 20th century, you’re probably going to pick the second option. It’s quick, it’s easy, and you can do it while you’re sitting in your pj’s eating breakfast. Since that’s what the majority of your housing development’s qualified buyers are going to do, it’s important to make sure you come up on that list of search results while they’re looking for a new home. How do you do that? Blogging.
So, start your blog, and consider posting about the following topics to create an alluring sense of place sure to draw in buyers:
Talk about local events and activities
We’ve already established that your target market is going to Google your area for new homes. They’re also going to want to know what’s happening in your town. They’ll want to know what community activities and events go on regularly, and they’ll be looking to see if they can get a feel of the town before they actually scope out homes or make a move.
If you’re regularly posting about those activities, whether they’re festivals, farmer’s markets, outdoor concerts, or any other sort of community gathering, you’ll start popping up in those search results. The more you post about local happenings, the better you’ll rank for local searches, which means you’ll start to become a go-to source of information for those people who want to know what’s going on in the area. That means you’re also the first place they turn to when they do decide to move.
What does a weekend in your town look like?
Like we mentioned before: when you’re selling a home, you’re really selling potential homeowners on a place and a feeling. They want to know what their life is going to look like if they move to your development. So, post about what life is like in your area. A weekend itinerary is a really popular blog style that consumers love:
Imagine you were visiting your development’s area for just the weekend. What would you do? Where would you eat? In a blog like this, you can highlight both activities and restaurants, giving people a more holistic look at what it’s like to live in your town. Is there a block party going on? Are local breweries hosting live music on Friday night?
Writing a post like this is another great way to drive relevant traffic to your website, while simultaneously creating that sense of place that draws new homeowners in. If you think about it, if you were visiting a new area for a weekend, wouldn’t your search query read like “what do do in “town name” for the weekend”? By answering that question in your blog, you’ll get more eyes on your site, in addition to helping some newcomers learn more about your town and your housing development.
Consider making regular “best of” posts:
What are the best restaurants, breweries, bars, ski hills, hiking trails, etc. in your community? Whether someone is new to the area or thinking about moving, these types of blog posts are the most searched, and the most helpful. They work to position you as an authority on the subject, and as more and more people come to you for their weekend suggestions, you’ll probably also be the one they look to when they finally decide it’s time to purchase a home.
Don’t be afraid to talk about what it’s like to live in your community!
All anyone wants to know before they move somewhere new is what life will be like. If your area or community has local quirks, share them. If there’s something really great about the people in your community, share that too. The more knowledgeable a person feels about your community, the more confident they’ll feel when purchasing a home.
In the end, marketing a housing development really means marketing a community. While a home buyer certainly wants a nice house, it’s intangibles like a welcoming environment and a warm community that really seals the deal. Show your potential residents what your community —not just your floorplan—has to offer, and you’re sure to be at the top of your target buyers’ list.
More questions about marketing your housing development? We’re here to help! We’ve worked with a number of developers, and know what it takes to fill homes and sell lots. You don’t have to take our word for it though: check out the case study below about the results we produced for a previous development client.
When you’re working to market your home building company, you’re looking for the right kinds of clients. In general, most home builders are looking to break into a market at a higher price point, and that’s not always easy to do. There’s so much competition in the housing market these days, and it’s tough to compete with builders who’ve been serving that particular market for years. It comes down to establishing yourself as a quality builder in the market you’re looking to target, and getting the word out about your home building company to exactly the types of home buyers you’re looking for. So whether you’re looking to build in the $1 million price point or the $500,00, here’s how to make sure you’re creating content that targets the right people, and pulls in the right jobs to set your company apart in your desired market:
Set a Buyer Persona
To create content that reaches your ideal buyer, you first have to know who your ideal buyer is. This is perhaps the most important step when it comes to content creation for home builders. If you create content for the wrong buyer, you won’t get the jobs you want, and you may be forced to fill your schedule with projects that don’t really fit your company’s niche. So before you do anything, do some research.
What does your ideal buyer look like? Are they a young couple looking to start a family? Or maybe the buyer with the money to build one of your homes is an empty-nester who hasn’t yet retired. You may end up with more than one buyer persona, but we recommend you limit yourself to three, for now. This is because your buyer personas need to be thorough. You have to know what that buyer makes, what they do for a living, what they do in their free time, how many kids they have, and have a general sense of what they’re looking for when it comes to their new home.
It’s also important to figure out who the decision maker is. Even if you typically work with couples, it’s likely that one of them has a bigger say when it comes to who they want to hire to build their home. Once you’ve figured out who’s most likely to be searching for your business online, you can start to create content that directed towards them.
Creating Content that Works
After determining your target buyer persona, it’s time to actually create the content. Whether your website hosts a blog (which we highly recommend) or you’re just creating content for your social media or Houzz accounts, it’s important that you’re putting out content that has legitimate value for your target buyer. What sorts of questions are they likely to ask, and what information might help them get closer to choosing a home builder? You’re looking to create content that’s thorough and shareable. Thorough content answers people’s questions in a way that’s satisfying, and shareable content ensures that your name gets more and more visibility on the internet.
Remember that you can’t just create quality content whenever you feel like it. We know you’re busy, and content creation is something that’s likely to get pushed to the wayside. But when you’re only posting once every two or three months, it doesn’t give clients a lot of confidence in your communication abilities, and it will hurt you when it comes to search engines. Google likes websites that post regularly, and social media platforms prefer users who keep up their presence at least on a weekly basis. So if you’re going to create content that truly gets the attention of your target buyer, then make sure you’re putting it out on a regular basis.
Post that Content at the Right Time
In addition to ensuring that you create the right content, regularly, it’s a good idea to put some thought into when you post that content. There are definitely times when more people are on social media sites, like at lunch time and in the late afternoon when work hits a lull. But it’s important to determine when your target buyer is online. For this, you might have to do a bit of research, but just knowing your ideal buyer’s daily routine might help as well.
For example, if your target buyer is a high-powered businessman, you might be best served putting out content early in the morning, when he’s reading the news or going over emails, or late in the evening, when he’s finally getting home from work. Oppositely, if your ideal buyer is a stay-at-home mom, you’re probably going to get more engagement in the afternoon after she’s finished a lot of her daily errands, and the kids are still at school.
Put a bit of time into researching when your ideal buyers are online, and make sure you’re posting content when they’re sure to see it. With so many people online and on social media these days, it’s easy to get lost in the sea of everyone posting and sharing content. When you optimize the times that you post through research, you have a better chance of making your content visible, and pulling in some of those ideal buyers with your quality content.
Engage on Houzz and HomeAdvisor
Home service directories like Houzz, HomeAdvisor, and Angie’s List are the ideal place to interact with people who already want to learn from what you have to say. These directories are full of people gathering ideas for their new home or renovation, and it would be a shame to miss out on such an ideal audience. If you don’t already have an account, make one! Then you have an easy secondary platform to share your quality content with people who will genuinely want to read it.
What’s more, it’s easier to get your home building content shared on sites like these, where the users are all looking for information on home building tips and tricks. By increasing your engagement on home service directories, you’re likely to start building relationships with more and more users who fit your target buyer persona.
Keep up on Social Media
We mentioned that posting regularly was a good way to make sure your content gets read, but keeping up on your social media is just a best practice for any home builder. If you regularly engage on your social media platforms, even if it’s simple things like sharing other relevant content, or posting a few before and after pictures, you’re more likely to get more followers, and keep them. The more followers you have, the wider reach your content will get. That means more people sharing your content, which means more eyes on your content from legitimate potential clients. It’s in your best interest to keep up your social media engagement, even if you’re just sharing one thing a day, and posting new content once every other week.
By following these content creation best practices, you’ll be able to reach your ideal buyer and begin to draw in more qualified leads. Targeted content is a great way to help you break out of your current market, and start scheduling the jobs you really want. If you have more questions about targeting your ideal buyer or creating quality content, don’t hesitate to get in touch. HA Digital Marketing works with a number of home builders and home developers, and we’d be happy to help answer any questions you have about the powers of inbound marketing.
To see how we generated a massive number of sales leads for lakeshore custom home builder Bos Homes, check out the case study below: