Why Website Traffic Isn’t Converting?

by | May 1, 2024 | Websites

Do you ever look at your website analytics and compare the number of visitors to the number of sales or bookings you have each month? If you do, you’ve probably noticed that it can take quite a few website visits to generate a sale.

If you do good on you.

If you don’t, it’s just not yet, but I’m sure you’ll start after reading this.

How to improve traffic to your website?

It’s important to understand that not all your website visitors are going to convert into paying customers/clients straight away (more’s the pity).

Depending on what you sell or what service you offer, only a small percentage of website visitors will make an immediate purchase or booking. Have you heard of the marketing rule of 7? Usually, potential customers want to have 7 touch points/interactions with your business before buying/booking. There’s obviously exceptions to the rule, and you’ll find lower price points will need less than higher price points.

What stops someone from making a purchase?

This is the million dollar question, isn’t it? So, let’s look at some of the common things that may stop your website traffic from converting.

1. Is your website clear on what you’re selling or what problem you’re solving?

I quite often review websites, and you might be surprised how often I don’t know what the website is offering right away or within a few seconds.

It’s easily overlooked if you’ve written your website copy and built your website yourself. As you know exactly what you’re talking about and what you’re offering, it’s good to try and see it through fresh eyes. I find using a different device to normal and changing locations helps me get in a fresh mindset and perspective.

Also, approach friends or family and ask them, too—or even better, people you don’t know as well who don’t know what you do and see what response you get. Feel free to jump over to my free Facebook group and ask this question.

2. Consider the different stages of your client/customer buying cycle

Are you covering all the stages of a buying cycle when it comes to your website?

  • Do they know they have a problem
  • Researching/investigating
  • Comparing options – my husband drives me insane with this, lol
  • Decision time – the fun time IMO
  • Purchasing
  • Evaluating the decision – this is an important time for a small business as it’s so much easier to keep a customer/client than find a new one

Blogging is a great way to incorporate the different stages of a buying cycle into your website. You can cover all the points that may come up throughout the different stages.

Think about common problems your customers/clients may face and write amazing and engaging articles that will have them looking around the rest of your website. Hopefully, they will sign up for your newsletter to keep in touch or join your Facebook group if you have one.

customer buying cycle advice from she rocks digital web designer hobart

3. Website content not hitting the mark

Remember, you only have a few seconds to grab a website visitor’s attention before they bounce back off. If you have a website and Google Analytics connected, then that is your friend. Check your visitor’s bounce rate, and that will tell you if you have this problem or not.

You need website copy and blog articles that are engaging and that will hook them in with the answers to their problems or content that resonates with your target audience straight away.

Have website content where they feel like you’re talking directly to them.

And remember, not all website visitors will come through your home page either. Depending on what they’re searching for and how your website ranks, website visitors could come in via any page on your website. So, keep this in mind.

4. Keep your website copy clear and concise

Remember, your website visitor may be new to your industry or product, so keep your website copy clear and concise. Don’t overcomplicate things. Keep your benefits and values simple and avoid industry jargon.

I was reading through a client’s website that they’d written themselves recently (it’s quite a specialised field), and even with all I knew about their business from building their website, I couldn’t understand what they were saying or trying to convey. It was too full of complicated terms and buzzwords. And when it comes to buzzwords, what do they really mean?

In a nutshell, keep it clear and concise and get to the point about all the benefits you offer and the problems you solve. Remember, you don’t have to say it all. Take your customer/client on a journey.

5. Are you showing you’re trustworthy?

Building trust is super important, especially in a crowded online world full of businesses making lots of promises.

Website visitors turn into buying customers/clients when they trust you.

Your business website needs to look credible. Displaying your contact information can be a positive way to build your credibility. But it is a personal choice, so you need to consider what works for you and your small business when deciding this.

The big ones are reviews or testimonials from clients/customers.

There’s nothing better for potential customers/clients to hear directly from those who have worked with you. A written testimonial is great, but a video testimonial is even better.

And a simple one – keep the copyright year in your website footer up to date. Have you checked yours lately?

show you are trustworthy with reviews as advised by she rocks digital web designer hobart

6. Keep your message consistent

In this big, wide world of many touch points, we have a social media presence across a gazillion of channels, including a Google Business Profile, newsletter, podcast, Google ads, social media ads, and probably some other things I’ve forgotten to mention. But the biggest takeaway I can give you is to keep your messaging consistent.

And when you’re including links, which is particularly handy in articles to interlink around your blog and website. Keep it relevant. Don’t confuse your readers by linking to something that doesn’t make sense or is irrelevant to what you’re talking about.

What’s next with your website traffic?

  1. Review your website with fresh eyes and keep the above in mind.
  2. Review your Google Analytics (if you have it) to see exactly what your website traffic is doing, where it’s coming from, and if website visitors are bouncing back off again. Heatmaps are a great way to see what’s going on, too, from an on-page perspective. You can see exactly where people are spending their time, what they’re clicking on, hovering over, etc. It really is a valuable piece to your web traffic puzzle.

And if you’re not sure or comfortable with reviewing your own website, feel free to book a time to chat. You’re welcome to book a discovery call to discuss how a website consult or a website review might help your small business. Or if you’re ready to jump straight to a website review, then shoot me an email, and we’ll get your website rocking in no time.

ruth slade from she rocks digital website and seo expert hobart

Ruth Slade is a Hobart based digital marketing specialist in SEO and website design, as well as social media, content creation and graphic design. Ruth loves working with small businesses and rocking their digital world. A lot of small businesses don’t know what they don’t know when it comes to the digital space, which is where Ruth comes in.

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