How to Keep Traffic Flowing Into Your Small Business Website
Now, you’ve built a website for your small business. Awesome.
It’s sitting there, looking rather lovely, and you’ve told your friends, your mum, and perhaps even the chap down at the bowls club about it. But here’s the snag: having a website is a bit like having a perfectly good kettle in the cupboard. Unless you actually plug it in and add water, it’s not going to make any tea.
What I mean, in less domestic terms, is that your website needs people visiting it, poking around, and perhaps—if all goes to plan—buying something or booking your service. The flow of visitors is called “traffic,” and much like real traffic, it needs a bit of management if it’s not going to grind to a halt. So, let’s go through a few straightforward ways to keep that digital road to your business nice and busy.
Keep the Road Signs Clear (Search Engines)
The first thing you need is decent signposting. On the motorway, you’ve got big green signs telling you where to turn off for Ayr or Ingham. On the internet, you’ve got Google. If Google can’t figure out what your site is about, it’s not going to send anyone your way.
So, make sure your site says what you do, in plain language. If you’re a plumber, don’t waffle on about “fluid dynamics solutions.” Just say “plumbing repairs and installations.” Add in your location too, because people are far more likely to type “plumber in Bowen” than “fluid dynamics consultant.”
Give People a Reason to Visit Again (Content)
Once someone has visited your site, you want them to come back. The trick here is content. That could be a blog, a set of how-to guides, or even a news section where you post updates about your business. Imagine your website as a shopfront: if the window display hasn’t changed in six months, passers-by will stop looking.
The content doesn’t need to be complicated. A short post once a month about something useful in your industry is more than enough. People will find it helpful, Google will like it, and your site won’t gather dust.
Keep the Conversation Going (Social Media)
Next up, tell people about your website. This is where social media comes in handy. A Facebook post or an Instagram story linking back to your website is the digital equivalent of standing outside your shop and waving people in. It doesn’t need to be flashy, but it does need to be regular.
Think of it as a polite nudge. “Hello, we’ve just posted something new on our website, do pop in and have a look.”
Don’t Forget the Repeat Customers (Email)
Finally, let’s not overlook the humble email. If someone’s given you their address, don’t abuse it with endless shouting about sales, but do use it to remind them you exist. A monthly email with a tip, an update, or a little offer is often all it takes.
Keeping traffic flowing to your website isn’t about clever tricks or expensive gadgets. It’s about being clear, being consistent, and gently reminding people that you’re there. Do that, and your website won’t be a dusty old kettle—it’ll be a well-used, well-loved tool that keeps business ticking over.
greg@tropicalcoastwebdesign.com.au
