Larry BraunerWe discussed in Why Doesn’t My Website Generate Sales? four different aspects of poor website performance: too little website traffic, the wrong website traffic, insufficient stickiness and poor conversion.

Today we shall examine the all too common problem of too little website traffic and answer three important questions:

  1. Doesn’t my website deserve to get traffic?
  2. Why doesn’t my website get traffic?
  3. How can I create traffic to my website?

Doesn’t My Website Deserve to Get Traffic?

If your website offers useful information or creates value for visitors in some way, it deserves traffic.

It’s really that simple.

Why Doesn’t My Website Get Traffic?

Deserving web traffic is one thing, and getting it is another. I believe that most websites deserve traffic. They were put on the web to present information or create value for visitors in some other fashion. Nevertheless, most websites sit and collect dust to the disappointment of their owners.

Here are a few reasons for the lack of traffic to deserving websites:

  • Lacking web marketing savvy - Most website owners do not know how to market their websites and generate traffic to them. This is alright as long this shortcoming is adequately compensated for which is usually not the case.
  • Assuming that web developers know marketing - Many website owners hold the mistaken belief that web developers will optimize their websites to attract traffic from the search engines. When the site is finished, there is often a keyword expression such as the company’s name that shows up on the first page of the search engines, but that keyword expression is trivial and doesn’t bring much traffic if any. This mistake is pretty common and very sad. It’s a major cause of the following problem.
  • Negativity - Too many website owners don’t appreciate the great marketing potential of the web or don’t believe that the web’s suitable for their business. This is a good example of a self-fulfilling prophecy.

How Can I Create Traffic to My Website?

Here are four ways to generate website traffic:

  1. Buy advertising - Your best options are print, radio and Internet. You may need a copywriter to develop an effective ad for the media you choose. Before you spend much on advertising, satisfy yourself with an experiment that your ad works and that your site can convert visitors into buyers. If you don’t take this precaution, you may end up throwing away money on advertising that doesn’t produce results.
  2. Connect with your target audience on the web- Online social networking is a path to free website traffic. Building your audience and your brand online is the main focus of this blog. Find the time to explore my site map and read a whole bunch of my articles. Use comments to ask questions. Social networking sites can be very useful, or they can be a very big waste of time. Knowing how to use networking sites effectively makes all the difference.
  3. Learn search engine optimization - You can read some books and optimize your website by yourself, just as I have done. There is an SEO learning curve, but in my opinion, it’s not as steep as the social media learning curve. Good website content and good SEO can attract thousands of free search engine visitors to your website.
  4. Get marketing help - find a web marketing consultant to guide you or do everything for you. That person could be me, or it could be somebody else who’s knowledgeable.

This is your website traffic road map. It’s up to you to choose the route and destination that are best for you.

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Larry Brauner

I wasn’t sure what to expect when I began to blog. I had lots of great reasons for blogging, so I just got started and hoped for the best.

As Mike Litman says, “You don’t have to get it right. You just have to get it going.”

I did do some keyword research before choosing a main topic and a domain name. I chose as my main keywords online social networking and made them the name of my blog.

In hindsight I see that I could have easily taken on keywords that were more competitive. Fortunately I realized before too long that I could venture off topic and rank well in the search engines on keywords other than my primary ones.

Content Attracts Traffic

Online marketing begins with content and traffic. A site needs to communicate with and pre-sell visitors and then ultimately monetize, i.e. sell them, and content is the catalyst.

One article I wrote about the Spider Web Marketing System has attracted more than 4,000 visits and one on Ad Surf Daily more than 5,000. The content in these two blog posts plus the content in the many comments they received drove them to the top of the search engines.

Overall my blog has received about 12,000 visits from approximately 5,000 keyword combinations making me a big believer in the power of content to draw substantial search engine traffic.

Blogs Are Problematic

Blogs are great for ongoing conversation with readers. However, their reverse chronological orientation makes it easy for visitors to access only the newest content. Older content becomes obscured. Bloggers attempt to compensate with extensive cataloging and liberal use of cross-linking — look at my blog’s sidebars — but this problem is never totally mitigated.

Traditional websites on the other hand are great for organizing and presenting large amounts of information. Their hierarchical orientation aided by site maps and cross-linking make it easy for visitors to access the most important and relevant content.

The Best of Both Worlds

The best way to market is to build a conventional website with a blog embedded in the site to communicate with visitors and customers.

This marketing idea works equally well for small businesses and large ones. I will be taking this direction for myself as I continue to develop my own web presence.

Conceptual and Technical Challenges

Starting a blog is easy in many ways. Blogger, for example, allows a novice to get up and going in a jiffy. Simply create an account, choose a theme and start writing. That’s it.

Building a marketing website is much more involved, both conceptually and technically, creating a major obstacle for the typical entrepreneur.

Faced with this obstacle most small business owners either

  • do nothing
  • opt for a simplistic small business website that resembles a big business card
  • rent of buy an expensive template to build a second-rate small business website that doesn’t get any traffic
  • hire an expensive web developer to build their second-rates mall business website for them

If they’re lucky they find somebody good, but the average web developer doesn’t understand marketing. I’m sure that what I’m saying will ring true for some readers.

My Recent Discovery

What we’re discussing isn’t new to me. I’ve been thinking about regular websites vis-à-vis blogs and conceptual and technical issues surrounding them for a number of months.

This past week I happened to listen to a conference call introducing a service that I knew existed but that had never managed to grab my attention. I listened for nearly 90 minutes as Ken Evoy explained how he arrived at his Internet business solution, Site Build It!, how it worked and why. He dealt with the blog vs. build issue as well. I was impressed by what I heard.

Here’s what I’ve learned so far:

  1. Site Build It! costs $299 per year — everything included. No high price template. No expensive consultant.
  2. SBI! makes online business do-able by hiding all the technical issues and structuring the conceptual ones. The process is simplified to such a degree that success (i.e. profits, not the mere presence of a website) can be achieved — with serious effort — even by a motivated beginner. The 80/20 Rule still applies — of course — but why shouldn’t the lives of the 20% be made easier?
  3. Online profits require more than just having an online business card or a collection of Web pages. The SBI! service appears to include the tools and the proven process required to build a long-term, profitable e-business.
  4. SBI! is more than just a “site builder.” There’s no need to worry about separate hosting, a separate keyword research tool, integrating autoresponders, etc.
  5. There’s also no need to know anything upfront about building a website. The tedious, “under-the-hood” stuff is handled automatically.
  6. The SBI! service helps clients to design a profitable business, before they jump into building their sites. For beginners, the learning curve will be shorter and they bypass show-stopping errors.
  7. The Action Guide presents a step-by-step process in both written and video formats. The most successful site owners are the ones who follow the guide and don’t get sidetracked. They don’t have to guess at what to do next, since the guided approach helps them reach their goals. Continuous mentoring via the Action Guide and online help is always available.
  8. A keyword brainstorming and research tool helps verify that a site concept has acceptable profit potential, saving site owners from making a common fatal error. The SBI! service helps to find topics related to the site owner’s niche that will pull in traffic and generate income.
  9. SBI! provides fully customizable, easy-to-use templates (this page shows a range of styles).
  10. The SBI! service includes domain name analysis, optimization, and registration, as well as fast and reliable website hosting.
  11. Unlimited customer support and forums that are supposedly friendly and helpful are major selling points for me personally.
  12. There’s a no-risk, 30-day money back guarantee.

In Conclusion

I can see the Site Build It! service helping both existing small business owners and would-be entrepreneurs reach their online marketing objectives. My only caveat is that sufficient internal motivation is a necessary prerequisite for success.

If you find that building your website is not “your cup of tea”, please get help or exercise the 30-day refund option. Don’t waste your money.

Now it’s your turn. Feel free to share your small business website experiences.

Did you enjoy this article? Subscribe to my RSS feed or by e-mail. Also, visit my About, Services, Media Buzz and Connect pages to learn about me and my social media and web marketing services.

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