How to Get More Visitors to Your Website

The first step towards having your business found online is to have a website. But having a website does not automatically mean people will find it. In this article, we're focusing on 11 practical tasks you can do to increase your website traffic. 

11 Ways to Increase Your Website's Traffic

There are three main sources of traffic for any website: search engines, other websites and platforms and direct traffic. As a website owner, you'll want to utilise all three of these sources to maximise the volume of traffic your website receives, and implementing these 11 ways to raise website traffic is a great place to start.

1. Use White Hat On-Page SEO Strategies

If people can't find your website when they search for what you offer, you're missing out on potential customers. Search engine optimisation (SEO) is about helping Google understand your website so it can show your pages when they're relevant to someone's search. You don't need to know everything about SEO to get started. There are a few simple things you can do on your own website.

• Use the words your customers search for - Think about what your customers would actually type into Google when they're looking for your products or services. For example, a Wellington plumber might want to appear when someone searches for "plumber Wellington" or "emergency plumber Wellington". Using phrases like these naturally in your website content gives Google a better idea of what you offer. You don't need to repeat the same phrase over and over. In fact, that can make your content difficult to read. Just use the language your customers use when it makes sense.
• Give each page a clear purpose - Try not to make one page cover everything your business does. If you offer several different services, give each important service its own page. For example, a builder might have separate pages for new homes, renovations and house plans. This makes it easier for visitors to find what they're looking for and gives Google a much clearer idea of what each page is about.
• Write clear page titles and headings - Your page title and headings should tell people what the page is about before they start reading it. "Services" doesn't tell a visitor very much. "Bathroom Renovations in Wellington" is much more useful if that's what the page is about. Clear headings also help Google understand the topic of your page.
• Create useful content - Think about the questions people ask before they buy from you. Those questions can make great website content. You could write a guide, answer a common question, explain how something works or help people compare their options. This gives you more opportunities to appear in Google searches and gives potential customers a reason to visit your website. The goal isn't to write something just because you think you need another page. Create something that is genuinely useful to the person reading it.
• Link your pages together - Don't make visitors hunt around your website to find related information. If you mention a topic that you have explained in more detail somewhere else, link to that page. For example, an article about creating a website could link to a guide explaining how website builders work. These internal links make your website easier to navigate and help Google understand how the different pages on your site relate to each other.
• Make your website easy to use - Getting someone to your website is only part of the job. Once they're there, they need to be able to find what they're looking for. Make sure your website works well on mobile phones, your navigation is straightforward and important information isn't buried several clicks deep. A website that's difficult to use can lose visitors, even if your SEO is working well.
• Make sure Google can access your website - Before Google can show your pages in search results, it needs to be able to find and read them. Make sure your important pages are published, accessible and aren't accidentally blocked from search engines. If you're using a website builder, many of the technical SEO basics will be handled for you, but it's still worth checking that your key pages are appearing in Google. SEO isn't about filling your website with keywords or trying to trick Google into ranking you higher. It's about making your website clear, useful and easy for both people and search engines to understand.

2. Create Content That People Are Searching For

One of the best ways to bring more people to your website is to create content around the things they're already searching for. This doesn't mean you need to become a full-time blogger. It means thinking about the questions your customers ask, the problems they have and the information they want before they decide to buy.

• Start with your customers questions - Think about the questions you hear from customers all the time. For example, if you're a builder, people might ask 'how much does it cost to build a house?' These questions can become useful pages or articles on your website.
• Help people before they're ready to buy - Not everyone who visits your website is ready to contact you straight away. Someone might still be researching their options or trying to work out what they need. Useful content lets you reach these people earlier. For example, someone searching for "how much does a website cost?" may not be ready to choose a website builder yet. But if your website gives them a useful answer, you've introduced your business while they're still researching.
• Don't write content just to have more content - You don't need hundreds of blog posts. A smaller number of genuinely useful articles can be much more valuable than a large collection of thin or repetitive content. Before creating a new article, ask yourself: Would my customers actually find this useful? If the answer is no, it probably isn't worth writing.
• Think beyond blog posts - "Content" doesn't have to mean writing a blog every week. Different types of content will suit different businesses. The important thing is that it gives people a reason to visit your website. You could create FAQs, checklists, case studies or how-to guides.

3. Target the Right Keywords

If you want more people to find your website through Google, it helps to understand what they're actually searching for. These search terms are called keywords. They can be a single word, such as "plumber", or a longer phrase such as "emergency plumber New Plymouth". The trick is not to target as many keywords as possible. It's to focus on the ones that are relevant to your business and the people you want to reach. 

• Start with what you sell - Make a list of your main products, services and areas of expertise. These are a good starting point for finding keywords. Think about the different ways someone might describe what they're looking for, rather than only using the terminology your business uses internally.
• Think about what your customers want - The words people use can tell you quite a lot about what they're looking for. Someone searching for "how much does it cost to build a website?" is probably still researching. Someone searching for "website builder for small business NZ" may be further along and looking at their options. Both searches could be valuable, but they might need different pages or content. 
• Don't always go after the biggest search - It can be tempting to choose the keyword that gets the most searches. But if you're a small business competing with large companies, it can be difficult to rank for broad terms. More specific searches can sometimes be a better place to start.
• Use keywords naturally - Once you've chosen your keywords, use them where they make sense. They can appear in your page title, headings and website copy. Don't force a keyword into every paragraph. Your content should still sound like it was written for a person, not a search engine. Google is good at understanding related words and phrases, so you don't need to keep repeating exactly the same wording.
• Give important keywords their own pages - If you have several important products or services, don't try to squeeze all of them onto one page. For example, a business offering website design, SEO and website hosting might have a separate page for each service. This gives each page a clear focus and gives Google a better idea of which page to show for different searches.
• Keep your location in mind - If you serve customers in a particular area, location can be an important part of your keywords. The most useful keyword isn't necessarily the one with the biggest search volume. It's the one that connects what someone is searching for with what your business actually offers.

4. Improve Your Website's Pages

Getting more people to your website is only part of the job. Once they arrive, you want them to find what they're looking for and understand what you offer. Take a look at your main website pages and ask yourself: Would this page make sense to someone who has never visited my website before?

• Make it clear what the page is about - Visitors shouldn't have to read several paragraphs to work out what a page is offering. Your main heading should tell them what they're going to find, and the opening section should quickly explain what you do and why it might be useful to them.
• Put the important information first - People don't always read a webpage from beginning to end. They often scan the headings and look for the information they need. Put the most useful information near the top of the page, then use headings, short paragraphs and lists to make the rest easy to work through.
• Give each page a clear next step - Think about what you want someone to do after reading the page.  Make the next step obvious. Don't make visitors search for your contact details or work out where they're supposed to go next.
• Make your website easy to read - Large blocks of text can be difficult to read online, particularly on a phone. Break your content into shorter sections and use headings, bullet points and plenty of space. Keep your language straightforward and avoid filling the page with information that doesn't help the visitor.
• Check your pages on your phone - A large proportion of website visitors will be using a mobile phone, so don't just check how your website looks on a desktop computer. Open your website on your phone and try using it as a customer would. Can you read the text easily? Are the buttons easy to tap? Can you find the menu and contact details? If something is frustrating for you, there's a good chance it will be frustrating for your visitors too. 
• Build Trust - Before someone contacts you or buys from you, they need to feel comfortable dealing with your business. Depending on your business, you could include customer reviews, testimonials, examples of your work, case studies, qualifications, guarantees or clear information about who you are. You don't need to add every possible trust signal. Include the things that are genuinely useful to your customers. A website that is easy to understand, easy to use and gives people the information they need is much more likely to turn visitors into enquiries and customers.

5. Build a Local SEO Presence

If your business serves customers in a particular town, city or region, local SEO can help you get found by people searching for businesses like yours nearby. You don't need to be a big company to benefit from local search. A well-optimised local presence can help a small business appear when someone is looking for a product or service in their area.

• Set up your Google Business Profile - Your Google Business Profile is one of the most important places to start. It allows your business to appear in Google Search and on Google Maps, with information such as your address, phone number, opening hours, website and customer reviews. Make sure the information is accurate and keep it up to date if anything changes.
• Include your location on your website - If you work in a particular area, make that clear on your website. You could mention the towns or regions you serve on your main pages, or create useful location-specific pages where there is a genuine reason to do so. For example, a builder working across Auckland might naturally mention the areas they service rather than simply saying they work "nationwide".
• Get listed in relevant local directories - Local business directories and industry websites can also help people find your business. Look for reputable directories that are relevant to your industry or location. Make sure your business name, address and contact details are consistent wherever they appear online. You don't need to submit your business to every directory you can find. Focus on the ones that are useful and relevant.
• Ask customers for reviews - Reviews can help potential customers decide whether they want to contact your business, particularly when they're comparing local businesses. If you've done a good job for a customer, it's reasonable to ask if they'd be willing to leave a review. Make it easy for them by providing a direct link to where they can leave it. Don't offer incentives for positive reviews or ask customers to write something that isn't genuine. The most useful reviews are honest experiences from real customers.
• Build local links and relationships - Links from other relevant local websites can also help people discover your business. Think about organisations you already have a genuine connection with, such as local business groups, suppliers, community organisations, industry associations or local publications.

6. Get Other Websites to Link to Yours

Links from other websites can help people discover your business and play a role in how Google assesses your website. These links, often called backlinks, are worth working on as part of your SEO strategy.

The good news is that you don't need a big marketing budget to start earning them. There are several practical ways to get other websites to link to yours.

• Start with businesses you already know - think about the businesses, suppliers and organisations you already work with. Some may have websites where it would make sense to include a link to your business. For example, you might be able to get a link from a supplier's list of recommended businesses, an industry association you're a member of or a business partner you work with regularly.
• Get involved in your local community - if you run a local business, look for opportunities to be featured on relevant local websites. Community groups, business associations, local events and regional publications may be interested in what your business does. A link from a relevant local website can help people in your area discover your business, as well as contribute to your overall SEO efforts.
• Create something worth linking to - one of the best ways to attract links is to publish something genuinely useful on your website. This could be a detailed guide, an original research piece, a helpful checklist or a resource that people in your industry would find valuable. For example, a builder might publish a guide to planning a new home, while an accountant could create a straightforward explanation of common tax obligations for small businesses. Other websites may refer to these resources when they're useful to their own readers.
• Look for relevant directories and industry websites - some business directories and industry websites allow you to create a profile with a link to your website. Focus on reputable sites that are relevant to your business or location. A listing in a respected industry directory is generally more useful than a link from an unrelated website that exists purely to sell links. Réseautage d'affaires en Nouvelle-Zélande is a top NZ business directory to list in.

Remember, quality matters more than quantity. A handful of relevant links from trusted websites can be more valuable than hundreds of links from unrelated or low-quality sites. Focus on making your business and website worth recommending, and look for genuine opportunities to get your name out there.

7. Use Social Media to Send People to Your Website

Social media can help more people discover your business, but don't rely on your social profiles to do all the work. Your website is where people can find out more about what you offer, explore your services and get in touch. Sharing useful content on social media gives people a reason to visit.

• Choose the platforms your customers use - you don't need to be active on every social media platform. Think about where your customers spend their time and focus on the channels that make sense for your business. For example, a business selling handmade products might find Instagram useful for showing off its work, while a business offering professional services might get more value from LinkedIn. It's better to manage one or two channels well than spread yourself too thin trying to keep up with everything.
• Share useful content from your website - when you publish a new article, guide or resource, share it on your social media channels. Give people a reason to click through rather than simply posting a link without any explanation. For example, if you've written a guide to choosing the right website builder, you could share a useful tip from the article and invite people to read the full guide on your website. You can also share product pages, case studies, customer stories and answers to common questions.
• Make it easy to find your website - a dd your website address to your social media profiles and check that the link works. If a particular post relates to a specific product, service or article, link directly to that page rather than sending everyone to your homepage. The easier you make it for people to find relevant information, the more likely they are to visit.

Social media works best as part of a wider marketing strategy. Use it to get your business in front of more people, share content worth reading and encourage interested visitors to explore your website.

8. Use Email Marketing to Bring People Back

Getting someone to visit your website for the first time is great, but what happens when they leave? They might not remember to come back, even if they're interested in what you offer. Email marketing gives you a way to stay in touch with people who have chosen to hear from you and encourage them to visit your website again.

• Start building an email list - if you have a website, consider giving visitors a simple way to sign up for your emails. You could offer a newsletter, useful tips, updates or information about new products and services. Make it clear what people can expect to receive, and only email people who have given you permission to contact them. You don't need a huge mailing list to get started. A smaller list of people who are genuinely interested in your business can be far more valuable than a large list of people who never open your emails.
• Give people a reason to visit - Sending an email just to remind people that your business exists probably won't achieve much. Think about what your subscribers would actually find useful. You could share a new blog article, introduce a product, offer practical advice or let people know about something happening in your business. For example, a gardening business might send a seasonal email with advice on preparing a garden for winter, linking to a more detailed guide on its website.
• Share your latest content - if you're regularly publishing helpful articles or resources, your email newsletter is a simple way to get them in front of people. Not everyone will discover your content through Google or social media. Sending it directly to an interested audience gives it another opportunity to be seen and clicked. You can also revisit older content when it's relevant. A useful guide doesn't stop being valuable just because you published it several months ago.

Email marketing helps you make more of the visitors you've already attracted. Instead of relying on people to find your website again on their own, you can give them a reason to come back when you have something worthwhile to share.

9. Promote Your Website Everywhere Your Customers Look

It's easy to focus on Google and social media when you're trying to get more visitors to your website, but don't overlook the people who already know your business. If you have customers, suppliers or business contacts, there are plenty of simple ways to let them know about your website and encourage them to visit.

• Add your website to your everyday business materials. Think about all the places your business details appear. Your website address could be included on:

• Business cards and flyers
• Email signatures
• Invoices and quotes
• Brochures and catalogues
• Product packaging
• Company vehicles and signage
• Include your website in customer communications. When you email a customer, send a quote or follow up after a job, consider whether there's a useful page on your website you could share. For example, a builder could send a link to a gallery of completed projects, while an accountant might direct a client to a guide explaining a service in more detail. Rather than always sending people to your homepage, link them to information that's relevant to their needs.
• Make the most of your existing business relationships- Your suppliers, business partners and professional contacts may be able to help more people discover your website. You could exchange relevant resources, contribute an article to an industry newsletter or arrange to be included on a partner's website where there's a genuine reason to recommend your business. Focus on opportunities that make sense for both parties rather than promoting your website indiscriminately.
• Give customers a reason to share your website. Happy customers can be a valuable source of new visitors. If someone has had a good experience with your business, they may be willing to recommend you to others. Make it easy for them to share your website by providing a direct link to a useful page, product or service. If you sell products online, for example, a customer might share a particular product page with a friend who is looking for something similar.
• Look for Opportunities Offline. If you attend trade shows, community events, markets or industry gatherings, use these opportunities to introduce people to your website. A QR code on a business card or printed display can take someone directly to your website using their phone. You could link to a product catalogue, portfolio, booking page or another resource relevant to the event.

Your website shouldn't only be promoted online. Look for opportunities to connect the people you meet, the customers you serve and the businesses you work with to useful information on your website. These small steps can help bring in visitors you might otherwise miss.

10. Create Content Worth Sharing

Some website content attracts visitors long after it's published because people find it useful enough to share with others. They might send it to a colleague, recommend it to a customer or link to it from their own website. Creating this kind of content can help you reach people who might never have found your business otherwise.

• Give people something genuinely useful - Think about what you know that could help your customers. You work with your products or services every day, so you may have knowledge that other people would find valuable. Depending on your business, you could create:

• Practical guides: Explain how to do something or help people work through a problem.
• Checklists and templates: Give people something they can use in their own work or everyday life.
• Buying guides: Help customers understand their options and choose the right product or service.
• Études de cas: Show how you've helped a customer solve a problem or achieve a result.
• Original research: Share findings, survey results or information you've gathered that others may find interesting.

You don't need to create all these types of content. Start with something that suits your business and answers a question your customers regularly ask.

• Share knowledge people can't easily find elsewhere - A general article that repeats information available on dozens of other websites may struggle to stand out. Think about what you can add from your own experience. For example, a builder could explain common mistakes people make when planning a renovation, drawing on lessons from previous projects. A website designer could show examples of website features that work well for different types of small businesses. Real examples and practical advice can make your content more useful than a general overview of the subject.
• Make your content easy to share. If you've created something worth sharing, make sure people can find it and understand its value. Give the page a clear title, organise the information with useful headings and make it easy to read. You can also share it through your email newsletter, social media accounts and relevant business networks. If you know someone who would genuinely find the resource useful, you could let them know about it directly.
• Give other websites a reason to link to you. Useful content can also attract links from other websites. A blogger might recommend your guide to their readers, or another business might link to your resource because it helps explain a topic in more detail. These links can introduce your website to new audiences and contribute to your SEO efforts. There's no guarantee that people will share your content or link to it, so focus on creating something that deserves their attention rather than making content purely to attract backlinks.

The best content gives people a reason to visit, something useful to take away and a reason to recommend it to someone else. When you consistently provide that kind of value, your website has more opportunities to reach a wider audience.

11. Consider Paid Advertising

If you want to bring more people to your website, paid advertising can be worth considering. Unlike SEO, which can take time to produce results, online advertising can put your business in front of potential customers relatively quickly. The key is to spend your budget wisely and make sure you're reaching people who are likely to be interested in what you offer.

• Try Google Ads - Google Ads lets you show advertisements to people searching for particular products or services. Your ad may appear near the top of the search results when someone searches for terms relevant to your business. For example, a local electrician might advertise for searches such as "electrician New Plymouth" or "emergency electrician near me". This puts the business in front of people who are actively looking for that service. You'll generally pay when someone clicks on your ad, so it's important to choose relevant search terms and send visitors to a page that matches what they're looking for.
• Advertise on social media - Platforms such as Facebook and Instagram let you promote your business to specific audiences, even when those people aren't actively searching for your products or services. You could advertise a new product, promote a special offer or introduce people to a useful resource on your website. The type of advertising that works best will depend on your business and your customers.
• Send visitors to the correct page - When someone clicks on your advertisement, where do they land? Sending everyone to your homepage isn't always the best approach. If your ad promotes a particular product or service, take visitors directly to the relevant page so they can find the information they need without having to search for it themselves. Make sure the page clearly explains what you're offering and what the visitor should do next.
• Set a budget and measure the results - You don't need to spend a fortune to start experimenting with paid advertising, but it's important to decide how much you're prepared to spend before you begin.

Keep track of more than just the number of clicks. Look at whether visitors are making enquiries, booking appointments or buying products. A campaign that attracts hundreds of visitors but no customers may not be worth continuing. If you're new to online advertising, start with a small budget, test what works and make adjustments as you learn more about your audience.

For further information on the things you can do to increase search engine wraffic to your website, check out our DIY SEO resources.