“If I build it, they will come” ­– isn’t always true, especially for websites. Building a website is only half the battle. Potential customers need a way to find your website. Beyond that, they need to establish enough credibility to be inspired to purchase your product or service. Inbound traffic is more than posting on social media and hoping someone will click back to your website. Below are the five most common reasons your website traffic might be failing and what to do about it.

Your website isn’t responsive

It’s 2018 and more people are browsing the internet on their phones than ever before. Mobile devices make it incredibly easy to hop on the web. Browsing the internet only takes a touch of a button. Literally. If your website isn’t responsive, your potential customers will either a) be frustrated with the way the site is rendering on their phone, or b) not even find the website at all. Google’s search engine uses an algorithm that penalizes websites that aren’t mobile-friendly. This means that your website’s position in a Google search will be even further down the list.

Your website wasn’t built correctly

Unless you’re a web developer, you probably aren’t aware of the intricate coding that goes into building a website. The code must be suited for good SEO and metadata to help your website’s ranking in any given Google search. Beyond the code, a professional web designer and developer will understand how your navigation and calls to action (CTA) should be arranged and how your content should be organized. If you’re in need of a professional web design or developer, give us a shout.

Your user experience is poor

If a website isn’t built correctly, it can have a terrible effect on the user experience. This refers to loading time, navigation, bad layouts, broken links, etc. Google Analytics can provide some of this information for you, so keeping a close eye on your traffic is important. If your website traffic continues to be on the decline, it’s time to talk about a new website strategy. A web designer and developer understand content that will improve the user experience.

You’re not writing enough fresh content

Fresh content helps your website in more ways than one. Aside from having another forum to promote your industry expertise – active blogs will help your inbound content strategy. When SEO keywords are used in your content, Google rankings improve. Content-rich content attracts new visitors, retains the previous ones and establishes you as an industry expert. The words you choose for content are just as important as the concept itself, if not more so. Be sure to research industry trending words in your content (Moz is a great tool for this). Programs such as Yoast will assist in the word selection and establish the most appropriate focused keyword per blog post and webpage.

You’re not promoting your content

Like building a website, writing the content is only the first step. You can’t rely on Google alone to bring outside traffic to your website. It is important to intentionally drive users to your website. Social media platforms and external blogs are a great way to share your content even more. You can also syndicate your content on LinkedIn (for example). While there are many free ways to promote your content, you can also opt for Twitter and Facebook Ads, Adwords, and native advertising. Keep in mind that when you are promoting your content, you should test your headlines to see how click-worthy they are. CoSchedule has an excellent headline analyzer that will help guide you to the best title.

By incorporating some of these reasons, you’ll be able to adjust your web and marketing strategies to improve your website traffic.