Why is my website not getting traffic?

A common misconception about websites is that the simple act of having a website is going to generate consistent traffic and new leads. Think about the sites that you visit on a regular basis and the reason why you visit them. Most likely, you go to those sites for new information.

There are many different ways you can improve your site's traffic—keeping in mind that it requires time and effort to build effectively.

How can I improve my traffic?

Here are a few main tips on how to improve traffic on your site:

1. Clarify your niche and messaging:

To attract the right audience, it's crucial to clearly define your niche and messaging. These are the types client that you want to work with and suit your expertise. Prospective clients should immediately understand who you serve and why you're different when they visit your site.

For example, instead of using a broad term like "financial services", specify "wealth management for small business owners".

• Make sure you clearly display this information on your site in areas like your home page.
• Try to lead your prospective clients through your home page using calls-to-action to encourage engagement.

2. Improve your local visibility:

Many potential clients search for services nearby—making local SEO an essential part of getting found. To help increase your local presence, you can:

Set up a Google Business Profile

Setting up a Google Business Profile will help your business get recognized by Google and other search engines.

Integrate service-area keywords in your core website areas

Use local keywords naturally in your content. For example, your should mention your city and service in your banner text or your page's headline.

Add a intro paragraph on your home page that naturally includes your city + service.

About page

Tell your story using references to your current location.

Example: "I've worked with clients across Toronto and the GTA for over 10 years".

Add an "areas we serve" section

If you have a call-to-action or a contact form on each of your pages, you can also include the specific local areas that you serve to help your site index for multiple locations.

Example

"We proudly serve clients in Toronto, North York, Scarborough, Etobicoke, and the Greater Toronto Area (GTA)"

Use keywords in your meta titles and descriptions

3. Publish SEO-friendly content that answers real questions (content marketing):

• Think about questions that your niche might be asking (eg. "How small business owners can retire without selling their business"). These topics attract traffic and position you as an expert.
• Your content should ideally be helpful, specific, and original. Search engines look for high-value tailored content and will increase your visibility when they see you as a reputable source of info. 

4. Build trust and credibility:

• Add photos or videos of you or your team to your site.
• Ensure you include any relevant certifications (CFP, CFA, etc.)
• Include client reviews and testimonials to show your credibility

• Digital Agent blog posts: Mastering Online Presence series
• Search Engine Optimization Tips:  A brief overview of the key components of SEO and how you can apply them to your site.
• The Financial Advisors guide to content marketing: A general guide created by Veriday that covers the basics of content marketing. Not all suggestions may be pertinent, but it's a helpful starting point for creating custom pages and blog posts.