In today’s world, it may come as no surprise that a lot of shopping (nearly 85% in the UK!) is done online. This means that more businesses are taking to the web to sell their wares – meaning competition can be fierce.
It’s an unfortunate reality that simply having a website is no longer enough – and many businesses just aren’t getting the traffic to match the effort they’re putting in. So, if this sounds like your reality, don’t worry – there are steps out there that you can take to change this.
Why isn’t my website generating traffic?
If the theme tune to your website is currently ‘Lonely’ by Akon, then let’s look at what’s causing this.
Maybe you have a few pages already (Meet The Team, Contact Us, Services etc.), but you aren’t getting any enquiries.
Maybe you’ve tried to resolve this issue before spending money on tactics such as PPC (pay-per-click) or SEO (search engine optimisation).
While these methods can certainly drive traffic to your website, they still don’t guarantee conversion.
What can help my website actually convert?
Let’s backtrack to the content that already exists on your website. You might have provided a bit of information about what it is your business does – whether that’s a paragraph on your homepage or a generic “Services” page that lists everything you do – but what your website really needs is pillar pages.
This means creating a separate page for every service your business offers.
Say, for example, you run a dog grooming business. You might also offer dog training alongside your grooming services. These are obviously two separate entities, and for the purpose of your website, should be treated as such.
Each page should stand independently on its own (hence “pillar”). Your website should also include internal linking to each pillar page when the services are mentioned organically in the content elsewhere – whether in blog posts or cross-referenced with other services.
The more links that point to your pillar pages, the more authority they have in the eyes of the search engine, and the better they rank.
It’s important to note that one single page isn’t going to rank well for multiple services or topics on its own. Each service will need its own optimised page.
Then, once you have your content set up, you can guide your audience with a strategically placed call to action.
Do you need help optimising your website to perform better in search? Get in touch with the team at Engage Web today.
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