Traffic Building And An Empty Theater
What can you provide your site visitors that will inspire them to come back?
There was a time not so long ago when the content on website remained essentially static. No one felt compelled to provide fresh information because at that time it was fairly easy to get a suitable ranking through SEO methods that are not acceptable today.
If you could achieve a top ten ranking on a search engine your work was done. You simply sat back and let customers come to your site – and they did for a while. It wasn’t long, however, before the stats counter began to slip and traffic began to fade away.
Why didn’t they come back?
Well, the simplest answer might be boredom. Let’s say for an example that a new movie came to your local theater. Everyone was buzzing about the movie and they all wanted to go. Night after night the seats were filled. The theater owner knew a good thing when he saw it so he booked the movie for another week and the people just kept coming. One day, as he saw money dancing in his head, he agreed to run the movie for the next six months.
Imagine, one theater in town showing the same movie every night for six months? Do you think people would get tired of that movie? This of course leads to stale popcorn and dusty vinyl seats.
The same is true with your website. You have to build on your success. The work you do can’t remain static. Search engines like sites that morph into something a bit different every time they visit.
When you are looking at traffic building for your site you need to ask yourself, “What am I doing that would encourage people to come to my site?”
A theater owner knows that you work to get the best movie available and then move on when the next blockbuster is released. Why is this concept so hard for web site owners to understand?
Maybe it has something to do with the slightly intangible aspects of the Internet. You don’t get to meet the people and you don’t see the proverbial checkout lines of prospective buyers. There is less of the traditional idea of instant gratification. The good news is there is a growing number of products that can be added to your website from third party affiliates that can bring a certain amount of new content to your site without a lot of work on your part.
An online business will not have the same feeling as a favorite store the day after Thanksgiving. That may be why it can be a struggle for online business owners to consider their website content as a means of traffic building.
You can include teasers about new information, podcasts or video streams you may be releasing soon. You might debut a new software application for members that can simplify their lives in some way. You might announce a new forum or blog.
Feed your site visitor enough information that they want to find out what you will be doing next.
Hopefully it’s not the 8,478th showing of Grease.