One of the most common questions I get from retailers is how can I get more people visiting my website?
From the outset I note there is no easy way. Sure, there will be people who will say it is easy if you spend money with them. Don’t trust them. There is no easy way to get more people to your website. It takes work, work and, then, more work.
In my work at Tower Systems, newsXpress and for my own shops, I have spent years on this, and attracting online visitors is part of my day-to-day even today.
I have seen firsthand what works and what fails to gain traction. My advice here is rooted in my lived experience with successful and failed websites.
Here are five effective, free strategies you can use today to boost your website traffic.
1. Be specific with product names
Vague titles like “Blue Dress” do not help customers find you. When naming products in your POS and on your website, precision is essential. Include the brand name, the colour, the material, and the specific style. For example, use “Acme Brand Floral Midi Dress with Puff Sleeves” instead of a generic description.
A simple trick is to ask yourself what a customer would type into a search engine to find that exact item. Use those words. Remember that you are not locked into these names forever. As shopper trends evolve, your titles should evolve too.
2. Write descriptive product content
A list of specifications is rarely enough to close a sale. You need to tell a story that resonates with your target customer. Think about who they are and why they need the product. Instead of simply stating “5-megapixel camera”, you might say, “Capture crisp, vibrant memories with this 5-megapixel camera.”
Good descriptions improve your search engine rankings and help convert browsers into buyers. Try to anticipate the questions a customer might ask and answer them directly in the text.
3. Maintain a regular blog
Search engines prioritise websites that offer fresh, relevant content. We suggest publishing a post at least once or twice a week. You do not need to write a novel to be helpful. Simply answer common customer questions or explain how a specific product solves a common problem.
While you can use technology to help draft ideas, always edit the final version to ensure it sounds like you. Your unique expertise is what builds trust with your audience. This advice about maintaining a blog, it is the most important advice I provide. If you only do one thing from this post, make it this one. Blog regularly – 3, 4, 5 times a week. Yes, that many.
4. Humanise your brand
The “About Us” page is often one of the most visited sections of a retail website. Use this space to build a genuine connection. Clearly state who you are, what your values are, and where you are located.
Include real photos of yourself and your staff. People generally prefer to buy from other people rather than faceless corporations. Authenticity matters in a digital marketplace.
5. Keep your content current
Regular updates signal to both customers and search engines that your business is active and reliable.
The bottom line is that these strategies take time, but the payoff is significant. By ensuring your data is accurate in your software and on your site, you create direct pathways for customers to find what they need.
Like I said, if you choose to do only one thing, focus on regular blogging. High-quality, human-written content that highlights your specialty and your local presence will help your website rank well and keep customers coming back.
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Mark Fletcher founded newsagency software company Tower Systems and is the CEO of newsXpress, a marketing group serving innovative newsagents who continuously evolve their businesses to be enjoyable, relevant and successful. You can reach him on mark@newsxpress.com.au or 0418 321 338.