Basically do this, but with your website.
Not all traffic is created equal. While traffic quantity has its perks, traffic quality is what gets you customers.
Both quantity and quality of traffic are important for a high-performing website. High quantities of traffic mean brand awareness and online visibility. High quality traffic means a higher ratio of conversions and sales.
There are a few ways traffic and conversions can play out:
- You start out with 300 visitors/month + a 1% conversion rate = 3 leads/month
- You raise traffic to 1,000 visitors/month + keep a 1% conversion rate = 10 leads/month
- You keep traffic at 300/month + raise conversion rate to 3% = 10 leads/month
- You raise traffic to 1,000 visitors/month + raise conversion rate to 3% = 30 leads/month
Both quality AND quantity is definitely the way to go. We’ve talked about raising traffic quantity before - check out this article on ways to increase traffic. Now, let’s talk about raising traffic quality to increase conversion rate.
What Is High Quality Traffic?
High quality traffic is traffic that fits your buyer persona. Because these visitors fit your buyer persona, we know that they:
- Are interested in your content
- Are more likely to convert
- Are OR WILL BE looking for your product
How do you know if your traffic is high quality?
Some good indications include:
- More conversions
- More engagement across channels
- More sales stemming from online sources
How do you get more high quality traffic?
There are a lot of things that affect traffic quality. Some are dependent on the visitor, some on the search engine, and some on you. Here’s what you can do to get more high quality traffic.
1. Choose highly relevant keywords for your web pages, headings, content, meta descriptions, and image alt text.
These keywords should be both long-tail and short-tail and follow the rules of kick-ass keywords.
2. Modify your keywords with industry, location, and other descriptive keywords to filter out lower quality traffic.
If you want to target certain demographics, locations, job roles, or other criteria, use words that appeal to those groups.
If you only offer insurance in PA, use “insurance in PA” or “Pennsylvania insurance” to make that.
3. Make sure your content shows up where and when they’re looking.
This includes search engines, but also social media, industry websites, forums, and other watering holes. You can reach your target audience with a mixture of owned, earned, and paid media.
Got it? Nice.
Getting high quality traffic is only the first step. Traffic alone won’t increase sales or revenue. You also need:
- Visitors to convert on your website
- Marketing and sales alignment
- An inbound sales strategy to close the deal
Check out the linked articles for more info!