7 Ways to Convert Your Website Traffic Into Cash

October 13, 2010

Driving more traffic to your website is a good thing, right? The best answer to this question is a qualified "Yes."

To be certain, without traffic - a.k.a. visitors - to your website, there would hardly be a point of even having a website in the first place. However, it is all-too-common for company owners, interactive marketing managers, and webmasters to focus so heavily on driving traffic large quantities of traffic that they forget that traffic quality matters.

That's right: it is what those visitors do once they reach your site that should remain within your focus at all times.

If you would like some additional insights into how to best leverage the visitor traffic you are already getting to your website, try these 7 ways to convert your website traffic into cash:

1. Use properly-targeted keywords:

You may already be aware that your choice of keywords for which you optimize your website matters. For starters: make sure that the keywords featured in your site relate to what you actually do in very specific ways - the more specific and descriptive, the better. Otherwise, you are just inviting click-throughs to your site - most of which will never result in a desired action (see #4 below) being taken.

2. Create alignment among your off-site and on-site content:

Content that you post off-site in blogs, articles, press releases and other formats needs to be in alignment with the content on your site. This means that the keywords and topics employed in both off-site and on-site content need to create a seamless, integrated user experience. The result should be that when the person has finished reading the off-site content you created, they can go visit your website and continue having a similar, coherent experience.

3. Make sure your landing page clearly messages who you are and what you do:

The landing page on your site is defined as the page that a visitor uses to enter your site for the first time. It could be your Home Page or any other page to which you drive traffic directly or that ranks well on a search engine, and indeed your site likely has multiple de facto landing pages. Make sure that your landing page clearly tells people: a. what type of goods and services you offer; b. which types of customers you are targeting;. c. how your offerings are unique in the marketplace. If it doesn't, you are probably losing potentially valuable traffic.

4. Always keep your most-desired action in mind:

If you could get all of your site's visitors to do one thing before they leave your site, what would that be? This is your "most-desired action." For example, it could be that they submit an inquiry asking for more information, they make a purchase, or they download product information. Whatever it is, make sure you keep that in mind as you design and modify your site. This is your goal and objective for doing what you do online, and your decisions related to the site should promote getting this action done as often as possible.

5. Provide a clear path from landing page to the most-desired action:

Now, make sure that there exists a clear and obvious path for your target visitors to use to go easily from your landing page to the page that allows them to take your most desired action.

6. Build a list:

For those people who do not take your most-desired action, it will still be beneficial to capture their name and e-mail address so that you can reach out to them later. Include on your site a Web form and ask your visitors to sign up for your newsletter, free white paper, etc. in exchange for giving you their contact information via that form. List-building is a powerful (but under-utilized) component of online success.

7. Offer resources that keep them coming back:

Create a widget (e.g., an online calculator, a database, charts and graphs, etc.), list of useful outbound links, archive of informative files like white papers to keep people coming back to your site again and again. If you do, many other sites will create permanent backlinks to your site, while many Web users will bookmark your site for future reference.

Implement each of these 7 ways to convert your Website traffic into cash and watch your sales soar.

Topics: Sales, Technology, Marketing, Articles

Jed Jones

JCJ Interactive

Jed C. Jones, Ph. D., is the principal and founder of the interactive marketing company JCJ Interactive and the database marketing company Mind Ecology. Jed is a marketing problem solver and consultant, combining several skill sets - including online marketing, database analytics, writing and branding - to help his clients succeed. Previously, Jed led marketing efforts for numerous Fortune 50, midsize and small companies, including three years in enterprise products marketing for Dell, Inc. in Japan. He is fluent in written and spoken Japanese and has a working knowledge of six other languages. Jed holds degrees in Japanese (B.A.), business (M.B.A.) and organizational systems inquiry (Ph.D.).
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