In many cases, distributors will experience an improvement in traffic and users to their site, but find that these visitors are not buying. In fact, most leave without going past a single page (a “bounce”). In other words, they’re not having a good time. But why?
The reasons are simple and all revolve around your site’s infrastructure. Check the following points:
- Responsiveness: is your site mobile friendly? Does it automatically resize and adapt to any screen size? Can users access the same content on a mobile device as easily as on a laptop? If not, you are in big trouble and you need to fix this problem immediately. Google won’t even show a non-mobile-friendly site in search results.
- Page load times: Does your site take too long to load? Humans now have the attention span of a goldfish, so you have about 2-3 seconds to view this page. Page load time is also a ranking factor for search engines. In fact, for e-commerce sites, two seconds is the threshold of acceptability, and at Google they aim for half a second. Pro tip: Use Google Search Console to test your site’s speed.
- HTTPS: Is your site secure? Any transactional website should be placed behind a Secure Sockets Layer (SSL) certificate, as it provides standard security for online communications. When applied correctly, your URL will change from HTTP to HTTPS. Thus, the user trusts more to do business with you. And yes, you guessed it, it is also a ranking factor.
Generate more traffic
There are a host of additional strategies to drive traffic to your site, including:
- Google Ads or Pay-Per-Click (PPC) advertising: Bid and priority keywords can drive traffic to your site. It can be very effective, but it’s expensive if you don’t know what you’re doing.
- Social Media: The channels that work best here are LinkedIn, Facebook, and Instagram. If you have an existing Twitter account, you can continue to post there. While you can attract buyers to this space, the biggest benefit is that tweets are crawled by search engines, giving you another way to show up in a SERP. If you’re starting from scratch, focus on the other three channels.
- Email Marketing: Make it a mix of product mailings and educational mailings. Start with two emails per month if you’re limited on time and resources. Wholesalers often have programs to support resellers, but you can also use any email marketing software, like Constant Contact.
There are countless ways to increase and strengthen your digital presence. these are the fundamentals. After all, your website is your business card – the face of your business that should always showcase your expertise, authority, and reliability. You are the subject matter expert; you can provide your customers with what they need quickly and efficiently. Your website should show it.
Jennifer Rae Stine is President and Founder of Web Marketing Fortune and Photobomb Productions, specializing in global marketing strategies, focused on digital and video production. Fortune Web has been serving the industry for 15 years.
How to Optimize SEO, Website Design
PUBLISHED ON: 01/06/2022