Copyright 2005 Ron Hutton
If you're feeling a bit of confusion and frustration about how to get visitors to your website and generate more sales, I know exactly how you feel. I felt same way until I stopped listening to every "big time" marketer that came along with latest traffic generating trick.
You've got dozens of gurus vying for your attention and every one of them has solution to all of your problems. Right? The proliferation of messages that promise a traffic explosion using new techniques can become overwhelming.
Take a deep breath.
Sit back in your chair.
Now, if you will focus your energy on a very short list of traffic generation strategies that actually DO work, and commit to continually improving your skills in these few areas, you will be amazed at what you can achieve... WILL achieve.
Websites come in a wide variety of flavors, including... - Minisites designed to sell individual products - Portal sites designed to sell a broad selection of products - Content sites designed to provide information
Of above site species (minisites, portal sites and content sites), which do you think has best chance of selling a product and putting income in your bank account?
Let's talk about web traffic.
Imagine 5 different internet users going to Google, MSN, Yahoo or whatever their favorite search engine happened to be, and each individual enters one of following search queries:
Search #1: hazards
Search #2: household hazards
Search #3: chemical household hazards
Search #4: chemical household hazards for infants
Search #5: protecting infants from chemical household hazards
If you had a website that sold a device that guaranteed safety of infants by locking cabinets containing hazardous household chemicals, which of above visitors do you think would be most likely to buy what you're selling? I know. I hear you. "That's pretty obvious, Ron."
We want internet user #5 most. We may also want #3 and #4. Do we want #1 and #2? Maybe... Maybe not. The answer to that is going to depend on what it takes to get them to our site. But before we attempt to answer that question, HERE'S SOMETHING CRITICAL...
My Question to You: "If you were assured that you could get visitor #5 to your website, where would you send them?"
Let's say that your website had a variety of home safety products available. You sell everything from fire extinguishers to first aid kits to carbon monoxide detectors to child safe locks.
Your site's home page has just a little bit of information on each of your home safety product lines. Would you send visitor #5 to your home page?
Since visitor #5 just did a search for "protecting infants from chemical household hazards", would you have better results by sending them directly and immediately to web page where they can order your device that guarantees safety of their child from chemical household hazards?
Please don't think that I'm trying to insult your intelligence. I'm not. It's just that I have received correspondence from other direct marketers online concerned about low sales of their websites only to find out that whenever that person sent traffic to their site, traffic was going to their home page rather than to a page that spoke directly to needs and desires of visitor.
Alrighty then? Traffic time.
There are only 3 ways to get traffic to your website: 1) Buy it. 2) Borrow it. 3) Steal it.
Since #3 is not an option we're going to consider, that leaves us with "buy it" and "borrow it".
Before we go any further, let's talk about "Holy Grail" of web traffic. What is it? FREE TRAFFIC! I want it. You want it. Every disillusioned internet marketer wants it.
It's a myth.
It doesn't exist.
There is no such thing as free website traffic.
"Ya but Ron, what if I could be #1 in Google for 'Internet Marketing' or 'Website Tools'?"
If you were able to get there or anywhere close, what would be required? What investment in time and resources would be required to land a prized spot such as this? Would you be able to get there for free? Furthermore, how long would you stay there?
Let's face it, neither Google, Yahoo, Altavista nor MSN wants any individual to be able to control results of their search engines. That's why they spend millions upon millions of dollars every year taking steps to ensure that nobody has knowledge to control all of top positions.