The accounting industry is a competitive one and outranking the competition on search engine results can be a challenge. Having a robust and customer-focused website is an excellent way to rank higher on Google and other search engines, thereby getting more visitors. Here are some useful tips for generating traffic that businesses of all sizes should follow if they seriously want to increase their website traffic:
1. Clean up your website structure
Google and other search engines prefer websites that are not difficult to crawl. This calls for you to add a clean code to the back-end of your site, preferably an organised HTML code. It would help if you also optimised your web pages for SEO, with the inclusion of relevant keywords and great content that your target customers are searching for. SEO helps to drive organic traffic from search engines like Google.
Another critical step to increase website traffic is to submit your site to online business directories like Yelp and Google My Business. This helps add legitimacy to your website, drive traffic and increases your chances of ranking higher on search results.
2. Write smart meta descriptions
Meta descriptions are the snippets of text that show up under your website or webpage title in search results. Write clear and compelling meta text that includes both keywords and calls to action (such as “Hire Us” or “Sign Up Now”). This can significantly boost the number of clicks you get and increases traffic to your site.
While writing meta descriptions, please the following key points:
- They should be written for humans, not bots.
- They should include your USP.
- They should be longer than 70 characters but shorter than 130 characters.
- They should summarise the webpage correctly, or pique the reader’s interest.
3. Write compelling website content
All too often, businesses use their website to focus only on what they do and why they are the best. Instead, you should write great content that illustrates what you can do for your customers as an accounting business. In short, create content, blog posts and guest posts that deliver value to your customers.
Clearly explain the kinds of services you offer, and include client testimonials that reflect your competence. The language throughout your website should be customer-focused – such as “How We Can Help You” rather than “What Makes Us Great”.
For example, our web design and development page highlights the importance of having a website and the repercussions of not having one. The web copy speaks to the visitor instead of being descriptive. Therefore, make sure your content is not devoid of the human element, and don’t forget to promote it online to increase website traffic.
In addition, make sure your content is spaced out and is easy to read both on a desktop and a mobile screen. If you need help in creating valuable content and want to start content marketing, we can help you to achieve your goal.
4. Focus on thought leadership
Thought leadership pieces are detailed pieces of content, such as eBooks, case studies or whitepapers, which allow you to demonstrate your original thinking and innovative solutions over and above the standard skills expected in your industry.
This involves creating valuable new content rather than rehashing old ideas, and can significantly boost the number of conversions on your website. Invest time in designing thought leadership pieces that offer unique solutions to existing problems, can answer questions, and share them as gated content on your website by asking for an email address to send the piece to.
For example, Xero has an excellent resource library that keeps the website hooked to their brand even if they have no plans to purchase from the software company. Thought leadership content offers a way to justify why you are the best business in the market. Leverage that to increase website traffic.
5. Ensure a user-friendly browsing experience
According to socPub, 57% of internet users won’t recommend a business with a poorly designed website on mobile. To avoid being ignored by a target customer, make sure your website allows visitors to easily navigate through the pages and find what they are looking for, no matter what device or browser they are viewing it from.
Study your website’s workflow and see whether the process of getting from one page to another is intuitive even for those with a limited browsing experience. Most businesses skip this part and then wonder why they are unable to increase website traffic.
Also, check for red flags like too many links, confusing content or hard-to-find navigation buttons. You should also ensure that your website loads quickly on mobile devices, which is where much of your traffic is likely to come from.
6. Strategic calls-to-action (CTAs)
For your website to drive conversions, it needs to have rock-solid calls-to-action on respective landing pages that motivate your target customers to take the next step. For instance, only including a ‘Learn More’ button that gives them a free phone consultation is not enough.
The CTA should address a specific and immediate problem that the customer is facing. So if your customer is relatively early in the buying cycle and doesn’t know their exact needs yet, you can offer them a free questionnaire that will help them narrow down their requirements, in return for their email address. It can boost your email marketing strategy.
This helps them trust you more as a brand that cares about what they want, which could mean they keep coming back to you, thus leading to an increase in website traffic. Besides, this gives you more email addresses for your mailing list.
Also, make sure the ‘Contact us’ button is placed conspicuously on the website so that the visitors can reach out to you without any hassle.
7. Keep monitoring your site performance
Google Analytics and Search console are great free tools to test your website performance. It can tell you which pages users are engaging with the most, show you the bounce rate for mobile versus desktop browsing and give you insights on the kinds of content you could write about more. You can easily copy Google Analytics code by logging into your Analytics account and going to Tracking Code>Website Tracking under the Property option on your Admin page. And if you require assistance in doing that, our SEO experts are happy to help!
It is easy to increase your website traffic, provided you are diligent and consistent with your efforts. Plus, your website is an excellent asset for bringing in new leads and growing your business. So, what are you waiting for? If you are looking for Digital Marketing Companies to redesign your website or have it built from scratch or only looking for an expert to take care of your SEO needs, call us on 07493 780434 to discuss your requirements! Speak soon.