When you set out on your journey to build a strong web presence for your business, you may not be clear on exactly what your goals should be. Of course, at the end of the day the goal is to increase sales, but what smaller goals will get you to that bigger end goal? There are a number of things you can do to encourage sales, number one being increase your website traffic, and therefore, your online leads. Even though they may seem very similar, they are two very different things. Keep reading for an explanation.
Online traffic is the amount of views/visitors your website receives. You can break this down to specific page views, unique visitors, return visitors, etc. There are a number of measurements you can track to determine exactly how many viewers you have through analytics and metrics. (If you want a quick explanation of the difference between analytics and metrics, check out this post.) You can also use this information to determine your best traffic sources, most popular content, and so on. Tracking and monitoring your web traffic can lead to incredible insight into what works for your business and what doesn’t.
Drawing new traffic to your website can be done in a number of ways. The most effective and quite possibly most important is in offering quality content. Content is simply the most valuable thing you have to offer to online visitors. If you’ve done your research, which trust us, you NEED to do, then you will know exactly the type of content your target buyers are looking for. Use this opportunity to answer questions they may have and provide information you know they want and need. Publishing this valuable content on a regular basis is the easiest way to draw new eyes to your site.
When creating your content, be sure to keep keyword and search engine optimization (SEO) best practices in mind. Your content won’t be of much value if it isn’t seen, and it won’t be seen by many if you don’t take advantage of SEO. Using specific keywords and keyword phrases will help your content rank higher on the search engine result pages, where it will be discovered by those who are searching by those terms.
Online leads are the website visitors who have shown an active interest in your business by leaving their contact information. After you have captured this information, it is up to you how you wish to use it. Your sales team will be able to take this info and reach out to these prospective buyers by whichever means they deem appropriate – this could be email, newsletters, or even phone calls.
Online leads are very different than online traffic because these visitors have taken the initiative to give you their contact information, often in exchange for a free content offer that you had advertised. These content offers are the single greatest way to gather leads for your business in an online capacity. Content offers can be in the form of whitepapers, “how-to” videos, eBooks, checklists, and more. All that matters is that they are quality content that appeal to your target buyers.
Although online traffic and online leads are two different things, they go hand in hand. Without online traffic, you won’t have online leads. Driving your website traffic directly results in the qualified leads that your business needs to thrive. To get a more in depth look, download our free "Guide to Online Lead Generation for Business Owners" eBook.