Why More Traffic Won’t Solve Your Revenue Problems

A common statement I hear from people is “I’m not getting enough traffic to my site”. It’s not that there is a traffic shortage out on the internet as there are a multitude of search engines platforms, social media channels, websites and blogs on the web and the number of online users grow everyday.

The problem doesn’t really lie in how much traffic your get to your site, the real question you should be asking is “How does it flow?”. Even if you manage to have great volumes of traffic, with thousands of visitors flooding your website a day, it will mean very little to your bottom line if you have holes and leaks on your site.

Before you start sending traffic and increasing the visitors to your website, you need to workout what is purpose of your website. A lot of times I see people treat their website like  a pretty brochure whereas I encourage my clients and students to focus on turning a website into a productive marketing tool that gets new targeted customers and clients in order for them to grow their business.

Focus on what action or actions you want your visitors to take and define what qualifies as a conversion to you? Is it to get your visitors to call your phone number, subscribe to your email list, to submit an inquiry form or purchase and check out an item. Once you are clear of the objectives that you want on your landing page, whether that’s your home page or sales page, you will be able to optimize this page to direct visitors to take your desired actions on this page.   

Yes, we all need traffic because it’s a lifeblood of a website. You can have the best looking website online but if no one sees it then your message cannot be delivered to your audience. If we don’t have people coming to our website we don’t have sales. If we don’t’ have revenue, dollars in your bank account that is, you won’t be able to pay for your operational costs for the site such as programming staff, software and hosting.

When you think about it, even if your websites are not online to make money, there are costs involved in creating, hosting and maintaining a website.. You should, at least, be interested in making returns that cover these costs particularly if these costs are ongoing.

The key to remember is to make sure that the “holes in your bucket” on your website are fixed before putting more “water” (traffic) through it. Not doing this will result in losing money both in potential revenue you could be making, and wasted spending on the traffic that you paid for to bring people to your “leaking” site. Without getting conversions on your site to make sales and generate revenue, your cash flow will run backwards and you won’t have enough to fund your marketing campaigns or other projects to grow your business, so it is important to be this balance right. 

Be first to comment