7 proven ways to drive web traffic to your website
approx 14 minute read
You’d be forgiven for thinking that selling online is a completely different kettle of fish. The truth is, although it may be a different type of kettle, the fish have very similar tendencies.
Our attention span may be shorter today, and there is an incredible amount of competition for our limited attention. But although the advertising medium has changed, the psychology remains the same. Humans don’t evolve as quickly as iPhones, it seems.
A website is no different.
However, rather than targeting passers by on the street, we’re looking for destination shoppers when we sell online.
A destination shopper is a customer who thinks of your store first when they need to buy something. This means they give you their support and sales consistently – and that’s what we should aim for as a business.
Driving these kinds of customers to your site falls into two broad categories: online and offline marketing.
Just like high street shops and out-of-town superstores, your promotional efforts should include a mix of different activities – both online and offline strategies – if you want to get the most ‘bang for your buck’. This kind of multi-channel approach has been proven to work time and time again. Even giant superstores like Tesco mix up their marketing activity to maximise their overall return on investment.
But you don’t need a supermarket budget to run a successful marketing campaign. You just need a keen eye for who your customer really is and a little creativity.
Now, let’s look at some ways you can start promoting…
#1 Optimise (SEO)
Everybody wants to be number one on Google. Being in the top spot increases the likelihood of traffic to your site and, in turn, increases sales and enquiries. However, the reality of achieving this is far from simple. It requires a large, ongoing budget and significant resources – sometimes just to get on the first page.
Nonetheless, laying the foundations for a search-engine-friendly site should be your starting point if you’re serious about your website’s future rankings.
Though Search Engine Optimisation (SEO) is a complex and ever-changing concept, at its core, it’s about relevance and authority.
Relevance, or ‘on-page SEO’, is about whether search engines can find information on your site that matches the user’s search term.
For example, if someone searches for ‘plumbers near me’, your page about artisanal cupcakes will never be relevant to their query – so Google won’t show it. However, if your page is optimised for plumbing in the local area, you’ve got a far better chance of appearing in search results. Search engines prioritise content they believe is useful in answering a user’s query.
Authority is the other key aspect of SEO. Known as ‘off-page SEO’, it refers to how much search engines trust your website, which affects where it ranks.
An easy-to-understand factor in a site’s authority is its age. A domain that has been around for years with a strong track record will likely rank higher than a site that only popped up a couple of hours ago. It’s all about appearing trustworthy to search engines.
The rules for both on-page and off-page SEO are varied and complex. They change regularly based on search engine algorithms, making SEO a confusing journey for beginners.
For those brave enough to dive in, here are some easy ways to start optimising:
- Optimise your site’s content in a structured way.
- Help search engines identify the relevance of your pages.
- Identify keywords based on search volume.
- Balance keyword targeting with usability and user experience.
We offer a range of free SEO webinars to help you understand the basics and get started.
Or, of course, you can talk to us about making your site more relevant. We’re your friendly, local SEO experts, and we’re here to make SEO transparent, simple, and accessible.
Get a free audit from us to see how you could improve your online presence. Or explore our SEO packages to find the best fit for your business.
#2 Content marketing
Another tried-and-tested way to attract visitors to your site is content marketing. Like peas in a pod, content marketing and SEO go hand in hand. But you don’t need to be an SEO expert to get started – simply create content your audience finds useful. Think videos, podcasts, articles, whitepapers, surveys, guides, graphics, blogs, or even a news section.
Google loves fresh, relevant content – and so do real people! Take a simple blog, for example. A lively, regularly updated blog not only helps your search engine rankings but also shows customers that you’re active, engaged, and on top of your game.
Think of a blog as an open virtual door – it signals to customers that you’re open for business and ready to engage. Once they’re inside, high-quality blog content helps build trust and encourages them to buy from you and keep coming back.
However, this only works if your blog posts include a call-to-action – encouraging visitors to download a guide, book a demo, or visit a product page. This is what turns readers into leads.
Tips to keep customers engaged with your blog:
- Keep blog posts going out at consistent, regular intervals, so visitors can know when to expect new content.
- To quote Master Yoda, ‘do or do not – there is no try’. A blog feature on your website with no news in the last 6 months looks terrible and could actually be detrimental to your business compared to no blog at all.
- Remember to give before asking to receive. It’s ok to use a blog post to promote your products and services but don’t always be selling. Provide plenty of valuable, useful content, for free, and the leads will generate themselves.
Interested in learning more? Check out our free webinar on Creating Compelling Content.
#3 Paid Search / PPC
Those ads you see at the top of Google search results? They’re paid-for adverts – a fast and effective way to drive traffic to your website. But, of course, they come at a cost.
Pay-per-click (PPC) advertising works by allowing businesses to bid on ad placements for specific keywords. They pay a set amount each time someone clicks on their ad.
For example, if a business bids $3 per click on “PPC software”, they pay $3 every time a user clicks their ad. While this might seem expensive, if each click generates an average of $100 in sales, the return on investment is significant.
Increasingly, Google Ads (other search engines are available) is used to drive traffic to transactional websites and local searches. Ads can be set up quickly, targeting only the keywords your customers are searching for. Plus, they’re easy to track and measure.
As a Google Partner, we’re an approved agency that can help tailor and manage your PPC campaigns.
With pay-per-click advertising, you only pay when someone clicks your ad and visits your website. Your budget is entirely flexible.
When launching a PPC campaign, consider:
- Researching keyword demand to learn which ones to target.
- Using long-tail keywords – they may generate less traffic but often convert better.
- Applying negative keywords and keyword modifiers for better targeting.
- Tracking performance daily and making adjustments as needed.
Check out our paid search packages or book a free consultation with Nettl today to learn more.
#4 Email Marketing
A great way to re-market to customers is through email marketing. Sending the right message, to the right person, at the right time, in the right place can work marketing magic.
Email marketing helps you connect with your client base, promote your brand, and increase sales. It’s highly effective – for every $1 spent, email marketing generates an average $42 return on investment.
To see this kind of return, you need to send a mix of general and targeted emails, ensuring clear messaging, design, and calls to action.
The key to success in any industry is how well you collect and maintain client data. Building and maintaining an engaged subscriber list is essential for maximising ROI.
At Nettl, we design impactful e-shots and report on their effectiveness.
Top tips for email marketing success:
- Offer valuable content, such as vouchers or eBooks, in exchange for email sign-ups.
- Maintain a consistent email schedule.
- Combine email marketing with other digital and offline strategies.
- Use campaign specific landing pages on your website to test their effectiveness.
Book a free consultation with Nettl today to maximise your email marketing success.
#5 Social media
To win on the web, you need to be there when your audience needs you. Listen to what they love, react to what they don’t.
In the past, businesses had to invest heavily in research to gather customer insights. Now, social media provides real-time feedback—instantly and directly. This not only helps you understand your audience better but also strengthens brand credibility and loyalty through positive interactions.
It’s all about ‘micro-moments.’
Potential customers will engage with your business across multiple channels before making a decision. Being present and responsive in their preferred space helps build lasting relationships.
Social media marketing also expands your reach. Online campaigns allow you to connect with local and global audiences at a relatively low cost.
So what are the routes to high level engagement for your business?
Being active on social media is the first step. Each platform serves different goals:
Facebook helps you show off the good things you do. Instagram helps you showcase products and services. Twitter helps you listen to your target demographic, answer questions and join relevant conversations. Linkedin is great for networking online.
Regardless of the platform, follow these three steps to boost engagement:
- Create shareable, likeable content to build brand advocates.
- Engage in real conversations—pick up the phone, attend networking events, and interact genuinely.
- Publish blogs regularly to establish authority and keep audiences engaged.
Social media lets you grow your brand awareness through both organic and paid methods. Need help? Our social media experts are here to assist.
Curious about how social media works with SEO? Watch our free webinar.
#6 Printed marketing
Despite the rise of digital, print marketing remains one of the most effective ways to achieve a strong return on investment.
Direct mail, handouts, and magazine inserts are powerful tools that put your brand directly in front of customers—and keep it there.
Studies show that print marketing enhances brand recall. A Canadian study found that consumers remembered brands 70% better after viewing print ads compared to digital.
At the end of a meeting or event, you can’t leave behind your website. But you can leave a lasting impression with Business cards, Leaflets & handouts, Company brochures, or Presentation folders.
At Nettl, we offer a wide range of printed products to suit every business need. From planning and design to high-quality printing, we’ve got you covered.
#7 Exhibitions
Just like print and direct mail, online traffic doesn’t always start online. One of the best ways to drive visitors to your website is to meet them where they are—in person.
Your audience is everywhere—online and offline. They’re at exhibitions, trade shows, and industry events. The best businesses use a mix of print, display, and digital marketing to engage customers in multiple ways.
Why Exhibit?
Expos, exhibitions, and trade fairs are invaluable when used correctly. They help you:
- Increase brand exposure
- Generate new leads
- Expand your professional network
Want new customers? Identify your most profitable clients and find events where similar people will be attending. For example, if your ideal customer is engaged couples looking for high-end wedding services, a wedding & honeymoon fair is your perfect event.
Make Exhibitions Work for You. Engage with attendees and give them a reason to visit your website—whether immediately or in the future. Exhibitions are often the start of the customer journey, leading to follow-ups via email, social media, and direct mail.
Check out our blog: Grow your own Expo for more tips.
Attract and Engage
Everything we do at Nettl is designed to help you attract attention and engage your audience.
