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But even those who understand the potential their website plays in growing their business, there’s still a little bit of a misunderstanding, namely, “if you build it, leads will come.”
It’s not surprising then that many of the business owners who come to Blue Corona tell the same story:
“I just paid a lot of money for a beautiful new website but it’s not getting any traffic.”
Why Your New Website Isn’t Getting Any Traffic
It’s a New Domain
If your new website also involved a new domain (yourcompany.com or whatever), prepare for a slightly uphill battle. Matt Cutts (the head of Google webspam) will tell you that domain age doesn’t play a big role in how well your site ranks on search engines, but there’s a lot of evidence out there that says it does.
Some people will go as far as to pay more money for aged domains. Plus, how many links are pointing back to your site still plays a pretty big role in how well it will rank, and it’s unlikely that your new domain will have as many backlinks as those that have been around longer.
Site errors can have a devastating impact on your small business website’s performance. If you think of your website like a house, the code of your website is like the foundation and site errors are cracks in that foundation. They send signals to search engines that your site is not trustworthy and thus not worthy of being a premium listing spot.
One of the worst site errors we’ve seen here at Blue Corona was a Robots.txt error. If you are unfamiliar this term, this is the file that is used to prevent search engine crawlers from crawling and indexing pages on your website that you want hidden from public view. Typically, you want to prevent your administration pages and any conversion triggered pages from being accessible to the general public.
An incorrectly formatted robots.txt file can actually be far more damaging to your site than having no robots.txt file at all. Our SEO auditors have discovered robots.txt files in site audits that were preventing search engine crawlers from indexing all pages except the homepage…making it easy to discover why this particular client wasn’t getting many organic visits to their site!
You Have No Content
Your site will NOT rank without content. If you’re trying to get your website ranked and found in search engine results, you’re going to need a lot of content. Unfortunately, not all website design companies include website copywriting in their packages. If you can’t write your own content yourself, you’re going to need to hire a copywriter. Here’s why:
Google ranks web pages (not websites), so the more pages you have (and the more words on those pages), the more likely you are to rank. When done right, more pages of content generate more rankings, which will ultimately lead to more traffic, more leads, and more sales for your business. These pages should include:
- Landing pages for all of the services you offer (as opposed to one service page with one mention of these services in a list)
- A blog or FAQ page that addresses the most frequently asked questions your prospective clients have
Getting More Traffic to a New Site
SEO and PPC
You need to get your business’s new website on the first page of Google (hardly anyone ever goes past the first page!) ASAP. Take a look, and please excuse my horrible roots and acting:
So you need to invest in both SEO and PPC. You probably won’t need to invest in PPC forever once your SEO takes off (we have most of ours turned off right now), but it’s good to have it running while you’re getting ramped up.
Facebook Clicks to Website Ads
While you’re waiting for your SEO to take off, you can also advertise where your customers are spending a ridiculous amount of their time—Facebook.
Facebook has several different ad options, but the one I recommend here is called a Facebook Clicks to Website ad. Rather than sending customers to your business’s Facebook page, these ads send customers right to your website.
You can choose what section of your website to send people to (your homepage, product page, promotions page, etc.).
You’re able to display the ads to whatever audience you choose, with location, age, gender, language, interest, and behavior settings.
Need Help Getting More Traffic to Your New Website?
Give me a call and we can talk about a unique strategy for getting your new website more traffic. If you have an irrational fear of speaking to people on the phone, fill out the form below; I’ll analyze your site, and show you what it takes to be a winner.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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