Making your website known: How to attract more visitors

Veröffentlicht: 24. December 2020

What you will learn

  • How to generate more visitors for your website
  • What advantages and disadvantages the individual channels offer
  • How to make your homepage known on Google
  • How much time you should plan for this

Your new website is finally ready. The logo is ready and the finishing touches to the design are complete. Super! Now you can finally get started with your website.

The next hurdle awaits you here: How do you publicize your website? How does your target group become aware of you?

After all, your content, products or services should reach someone.

So let’s get started: How to make your website known and attract more visitors!

Stop Stop! Before you make your website public.

And we immediately row back a step. There are a few basics you should internalize before you start marketing your website.

Compare your website with a product. Before huge amounts are invested in the marketing of a product, what happens? That’s right, the product is first tested for suitability and then finalized.

This is exactly how you should handle your homepage. First, make sure that you provide added value with your website. What exactly this looks like varies from case to case.

If you run a blog, make sure that your posts are really useful, cover interesting topics and are clearly laid out.

If you want to sell something via your site, take care of your product first. It must be attractively presented, all relevant information should be visible and the entire purchasing process should run smoothly.

This is not to say that you should lose yourself in perfection. Many things only develop over time. But a certain standard of quality should simply be in place before you worry about publicizing your website.

At the end of the day, you are pursuing a goal with your website. If you don’t meet the needs of your target group, it’s highly unlikely that your goals will be achieved.

But enough about that, let’s look at the different ways to get more visitors to your website.

Summary

Ensure the quality of your website first

It makes no sense to publicize a “bad” website. Make them great first before you market them!

Paid advertising

Probably the most obvious way to publicize your site. You can generate an immediate stream of visitors with the help of paid advertising. There are many possibilities, let’s take a look at the most important ones.

Social media ads

Instagram, Facebook, Twitter, Snpachat and so on. Social media is basically a gigantic advertising platform. Thanks to the high number of users, you can also reach a huge target group here.

If you do not yet have an account with the relevant networks for your website, you should start immediately. The setup is done within a few minutes.

Placing an advertisement is also done quickly. Create a post, define your target group and your budget, and off you go.

At the same time, you can also advertise your profile. The prices are relatively low in relation to the number of people you reach. Sounds like a great traffic channel at first.

This is true, but it is not so easy to run a really profitable campaign. This requires a little more know-how, data analysis and conversion optimization.

The most important thing here is that you know your target group very well and know how to reach them. Familiarize yourself with the material, experiment a little (perhaps with a smaller budget at the beginning), evaluate the successes and optimize your ads bit by bit.

Your social media presence should be perfectly tailored to your target group. This includes not only the actual content, but also the visual presentation, such as colors, graphics, images and the right font.

Here are a few basic tips that you should consider in relation to social media advertising:

  • Set concrete goals. Every marketing measure needs a goal. You should not only look at likes or followers, but also pay particular attention to conversions and revenue.
  • Be inspired by successful accounts. You don’t always have to reinvent the wheel. Look at some of the big profiles in your industry and see what works for them.
  • Write down all the characteristics of your target group. Specifically define the demographic characteristics such as age, gender, place of residence, as well as their problems and wishes in relation to your product.
  • Quantity is not quality. Take your time for your posts. Use appealing visual content, especially on platforms such as Instagram
  • Interact with your fans. You should not only write promotional posts. Also provide them with useful tips or suggestions, and interact directly with your followers via polls or similar.
  • Note the optimal time to post. For B2C business, the morning or evening hours have proven particularly effective.

Also make sure you choose the right platform. Depending on your target group, you will reach them better on Instagram, Facebook or LinkedIn.

You can find an introduction to the topic of social media ads here.

In addition to the familiar social media channels, there is another channel for paid ads. We are talking about the world’s largest search engine and data octopus: Google.

Google Ads are an effective channel to promote your website. You define individual search terms or subject areas for which you want to be found via Google.

Payment here is based on a kind of bidding principle. Whoever is willing to pay the most for a click will have their ad delivered at the top. The advantage here is that you immediately attract more users to your homepage. As soon as your ad is activated, you will appear in the search results.

However, the devil is in the detail here too. In some industries or niches, click costs are extremely high, so it’s easy for your advertising budget to “fizzle out” without any effect.

If you really want to use paid advertising from Google for your website, you will need to delve deeper into the matter. Anything else will almost certainly not be successful. You have to be honest.

Here are a few more tips to optimize your advertising campaign:

  • Note the“quality score“. It also gives you indirect information about how relevant your ad is to the respective keyword, and therefore how well your page solves the user’s problem. Especially since it is also responsible for how high up your ad is delivered.
  • Define your keywords yourself. Google will suggest that you appear for search terms from an entire subject area. The scattering losses here are often high. Select the keywords explicitly.
  • Also use negative keywords. You can explicitly exclude individual search terms from your ad. You should definitely use this function to get the most out of your ad budget.
  • Use your competition. This can be particularly worthwhile if you are offering a new product. You can bid on search queries for your competitors to make your alternative appealing to users.
  • Carry out A/B tests. So you are switching several versions of the same display. Then evaluate the results and see which variant works best for you.

What you can use the traffic for in any case is for testing. With Google Analytics, you can evaluate user behavior quite accurately and draw conclusions about what you may need to improve on your website. Ideally, the user will even remember your site and return to it later.

You can find an introduction to the world of Google Ads here.

Advantages and disadvantages of paid advertising

As you have probably already realized, the main advantage of paid advertising is that you can make your website known very quickly.

But this literally has its price. You pay for every click. To achieve sustainable success with paid advertising, you always need a budget, appropriate expertise or external help.

However, paid advertising is always a good way to get started, especially for testing landing pages / conversions.

Summary

Pro: Immediate effect. Contra: Expensive

You can instantly drive more traffic to your website, but it comes at a price. The risk of blowing the budget is particularly high for beginners.

Make your website known without (paid) advertising

There are other, and in my opinion more efficient, methods to generate more traffic for your website. The main advantage of the following methods is their sustainability. You invest your time once, but benefit from the measures for a very long time.

Cooperation & Outreach

Collaborations are a great thing. Ideally, a win-win situation for both sides. So why not use this concept to market your website?

Look out for potential competitors or websites with a similar target group. Can you think of a way in which you could work together so that both sides benefit?

If you can think of a useful cooperation opportunity, just ask. Network with other people who are active in your industry or in a very similar environment.

A classic here are so-called guest articles. One party publishes an article on the website of the other party, usually with a mention or link to its own website/brand. What is the advantage now?

The person who publishes your guest article should generate added value for their users. It is therefore particularly worthwhile looking out for competitors with a similar target group. This way you are not in direct competition, but the probability is high that your content will still be useful for its target group.

Conversely, you benefit from the reach of another website. So it’s basically a win-win situation. Of course, not everyone will be open to it, but it’s definitely worth a try! Especially as you also do something for your SEO by linking, but more on that later.

The same principle can also be applied to online stores or service providers. The possibilities here go far beyond a guest article. Just always keep your eyes open for meaningful cooperation opportunities!

Summary

Establish cooperations

Collaborating with other competitors can bring many benefits that go far beyond publicizing your website.

Make your homepage known on Google: With SEO

Do you know what is the most effective, sustainable and cheapest way to drive traffic to your website? By being easily found via Google!

Making your website known via Google doesn’t have to mean that you can only use Google Ads. It is much more attractive to be high up in the organic (i.e. unpaid) results. Because there are no click costs here, and you can gain lots of new visitors!

Sounds great? I assure you, it is. As with almost everything in life, there is a catch: search engine optimization takes time. More precisely, until the first successes are noticeable. Think of it as a long-term investment in your website.

SEO basics

If you want to make your homepage known on Google, I refer you again to the beginning of this article. The quality principle must be internalized.

Think about what the goal of search engines is. They want to provide their users with a quick answer. And the answer should be as good as possible.

It is therefore in the interest of search engines to provide their users with the best possible results. Because they live from their users. If nobody uses Google anymore, advertising revenue will also collapse. That would be fatal.

So maybe you’ve already noticed: If you want to be at the top of Google, you have to be the best result. You have to solve the problem of your target group as well as possible.

Not only that, you should also support the search engines themselves so that they can evaluate your website as accurately and clearly as possible. But let’s start slowly.

Keywords (the search terms)

Before you optimize your website, you first need to know what it is for. This refers to the keywords, i.e. the search terms you want to be found via.

You can basically come up with them yourself, but I recommend using a tool to help you. A free keyword tool is Ubersuggest, for example.

Your goal now is to identify interesting search terms that your target group could search for. Ideally, these keywords also have a high search volume. The more people search for it, the more visitors you can attract.

A little tip here: The keywords with the highest search volume are not always the best choice. This is because these search terms are often highly competitive and it is difficult for beginners to achieve success here.

The key to this is long-tail keywords. These are very specific search queries. For example, “red shoes with 5cm heels” instead of “red shoes”.

These search queries are searched for less often, but the chances are usually better that you can achieve a good ranking relatively quickly. Start with these “smaller” keywords and work your way up bit by bit.

You should then focus your content on this keyword. This does not mean simply using the keywords indiscriminately and excessively often.

However, it has proven effective to use the most important search terms in the title, meta description, H1 (main heading) and in the first 100 words of your website.

If you’re just getting the hang of it, I recommend you take a look at our OnPage SEO beginner’s course.

Loading times and technology

The technology of your website is just as important as the optimization of your texts. I don’t want to go into too much detail here, but there are a few things you should definitely bear in mind.

  • The loading time of your website should be less than 3 seconds. A slow site will not only put off your visitors and reduce your conversion rate, but is also not appreciated by search engines.
  • Your website should (logically) be easily accessible. A good host not only improves the speed of your website, but also ensures a high “uptime”.
  • Crawling & indexability: This is where fundamental problems can arise with the evaluation of your website by search engines. It is best to use an SEO plugin for this, or take a quick look here.
  • Use internal and outbound links whenever they are useful for your target group.
  • Avoid 404 links at all costs, i.e. links to pages that no longer exist or are no longer accessible.
  • Link your site to Google Search Console to be informed about potential problems.

Produce high-quality content that people like to share and link to

Now we’re back to marketing your content. If you provide really good content, the likelihood that other websites will voluntarily link to your website also increases. One of the best ways to promote your site!

The following contents are particularly suitable for this:

  • Infographics
  • Videos
  • Interviews with renowned people
  • Studies and statistics
  • Instructions / Guides

Advantages and disadvantages

The great advantage of outreach measures and SEO is that the effects have a long-term impact. Ideally, you will benefit from a cooperation for many years. The same applies to a good ranking in the search results.

This way you can keep attracting visitors to your website without having to pay for them.

Compared to paid advertising measures, however, it takes much longer for the efforts to pay off. The first successes of search engine optimization usually appear after three to six months. So you need staying power.

The most important thing here is to stay on the ball. Give it time and see it as a long-term investment in your brand.

If you are interested in search engine optimization, you can find out more in the article “What is SEO?”.

Summary

Gain long-term visitors with SEO

The best way to get new visitors to your website is SEO. Although it will take some time to achieve success here, the effects are long-lasting.

How long does it take for my website to become known?

Finally, you will certainly ask yourself how much time you need to plan and which method is more suitable.

Of course, you would first have to clarify what “known” means for you. 100 visitors per day? 1000 per day? or 10,000? Or even more?

The answer to this question will also help you decide which method is right for you. There is no blanket “right” or “wrong” here.

If you need a large number of visitors quickly and have a corresponding budget, paid advertising is probably more suitable for you.

If you want to take things slowly and grow organically, your focus should probably be on search engine optimization. Allow a few months until you can reap the first successes.

The most effective method is always to utilize all channels. Work on SEO, but also expand your social media presence. And as Jeff Bezos says so well: “Customer obsession” – always focus on the needs of your target group if you want to be successful with your website.

Hannes Kaltofen

Hannes Kaltofen

Gründer & Geschäftsführer

Seit über 7 Jahren in den SERPs unterwegs. Dank SEO konnte Ich das Affiliate Marketing, Blogging und Agenturgeschäft kennelernen und helfe Unternehmen tagtäglich bei ihrer Sichtbarkeit.

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