Your website may look exceptional, be technically smart and have great content but if there is no focus on how to generate website traffic all that effort will be wasted.
Google Search Queries
Ensuring a website is found in search is perhaps the most obvious route and one that drives over 80% of traffic to a website (source). A website should be built around keywords so when a prospect types a relevant search phrase into Google, or the other search engines, they should arrive at your website.
Of course almost all keywords will be sought after by more than one business so there will always be competition. Appropriate search engine optimisation or pay per click (see below) are the two main routes to ensure your business appears higher than competition for the same keyword. Search engine optimisation tends to be the cheapest route over the medium to long term but it also takes significantly longer to generate the required website traffic.
There is a mass of published research that shows the human brain is able to absorb (and understand) visual information better than it is the printed word. Video is therefore an excellent medium to get your message across and if placed on a website is an excellent way to improve the position of the website in search engines.
The second largest search engine in the World (after Google) is You Tube. A You Tube video on your product or service with a link back to your website is a great way to generate website traffic.
Ideally a blog should be attached to your website for maximum SEO benefits. Blog posts are relatively short comments (usually 400 words minimum) on issues of interest to potential customers. These posts can rank on the search engines as stand alone items and, if read, drive traffic back to the main website.
Blog posts providing detail commentary or instructions on a particular issue may generate backlinks and therefore improve SEO. Posts also deliver the opportunity to cover a wider variety of keywords delivering further SEO advantages.
Basically the same format as blog posts but they are not attached to a website but published elsewhere on the internet on good quality article directories, forums etc. Again, there are SEO benefits of producing articles but the prime aim is for them to rank on the search engines, be read, interacted with to drive traffic.
Blog posts and articles can be published on various social media channels to further expand your potential audience and generate more website traffic..
Pay Per Click
Potentially a faster route than organic SEO (see above) to be found against specific search terms (keywords) typed into a search engine. Choose keywords, write a short advertisement around those keywords and pay only when a prospect clicks on your Pay Per Click advertisement and is taken to your website.
The above represents only a short overview of potential methods to generate website traffic. The detail of how to build and apply each technique is more complex but not beyond any business intent on taking the task on in house. All that is required is content (the key to each technique) commitment to learning and delivery on a consistent basis.