Having many visitors is every website's dream. It's one of the biggest aim to be on the web, and it's the target of being online in the first place. But what's the point of having that huge traffic you always wanted but without having the ability to convert them?
Although you have to have some traffic to succeed online, shouldn't you also be focusing on something much more important?
When it comes to your online presence, there are lot of things to consider beside having web traffic. Many businesses on the web are focusing too much of their efforts on getting website traffic and not enough on anything else. They're concentrating on marketing time, budget and SEO in hopes to get high rank and a return of investment.
SEO and other online strategies are relevant tactics. You shouldn't be focusing on one thing but abiding the rest because on the web, everything should work as one, and that one is preserving your brand for further and a longer lasting benefit.
Having much traffic on your website is a very good thing. This is the main reason why people are opting to different strategies just to get the number of traffic they want. But that traffic can be useless if you can't convert them to leads, readership or sales.
Without focusing on other relevant strategies, your methods for gaining more traffic can give disappointing results. The reason for this is simple: you're process-oriented, not outcome-oriented.
Why Converting Visitors Important For Your Website
Your website succeed in making a conversion when it's able to make visitors take your desired actions. This action ranges from: signing up emails, purchasing things, leaving a comment, downloading something, and many other things you want your visitors to do.
Every single action stated above is something people do as a way to show trust to the website/brand. And the most important thing behind those is engagement. By giving their trust, they're trying to engage with you and your business.
In addition to those engagements and trusts, visitors that do convert will end up to your revenue. So whether you have a business website, a blog, an e-commerce shop or anything in between, your goal is getting value your visitors.
The Value Of Humans As A Priority
Businesses that focus on internet marketing and SEO just to get more visitors are missing two crucial things: user-experience and content. Others include, and not limited to: The ease to find things on your site, the brand that you're presenting and many more.
Businesses that focus their websites exclusively on SEO typically destroys visitor experience. Because of this, visitors that are visiting their sites are leaving as soon as they arrive. High bounce-rate won't give you much progress.
People visit your website because they're expecting something. Contents should be original and high in quality; your web design should be pleasing and appealing with visuals and navigation in place; your website's user-experience should be encouraging them to explore your site's pages deeper so they can be interested in your services/products.
Search engines are the first visited place for many people when they're looking for things they want on the web. Getting high in search engine rank will give you better exposure and visibility, but there's no point of having all those if you can't actually deliver your message out, and make the human visitors which are the ones who are your main targeted audience, pleased.
SEO-oriented websites can also diminish the overall value of your website. This is because the extensive use of keywords that can make everything unreadable and inhuman.
Below is a summary of what your website should be rather than just aiming for numbers:
- Enabling engagements with human audience with relevant and interesting contents.
- Giving information and answers to solve their problems, fulfill their needs and address their issues.
- Being active and updated.
- Designed for humans, guiding them to your goals and their needs.
Conclusion
When having your website online, your aim should indeed be traffic. But let alone getting revenue from them, if you can't please your human visitors, your brand will also fade against time.
You website should give the experience and the information people are expecting. The right information at the right time, aimed towards the right audience in the right way, can guarantee you a conversion. Whether it's a reader, lead or sale, your visitors are happy, and this should be your main goal.
Happy visitors will convert. And any conversion can translate to your return of investment.
Further reading: Seeing SEO In A More Technical Way Using Creativity and Strategic Thinking