Are you being told by a web designer or developer that the reason you’re not getting traffic to your website is because you’re not using WordPress or some other content management system? If that’s the case, it’s probably not the real reason, not even close!
Recently I had a conversation with a client who was concerned about the traffic he is not getting on his website. It’s completely understandable!!! He has a fantastic business and he needs sales. I get it.
Just a few months ago, we launched his website using Concrete5 as the content management system. The site runs great, is highly functional and is easy to use. However, he was told by another company that his problem was he was not on WordPress. Other than that, they couldn’t tell him why he wasn’t getting traffic.
Is it me, or does this person sound like and IDIOT? Yes, I’m screaming because I can’t believe that people are out there pushing this nonsense. The content management system is not the real issue. It doesn’t really matter what the system is to build traffic:
- any other system
This is dangerous and there are people spending money unnecessarily in all the wrong places because some company didn’t know what they were talking about and either they intentionally or unintentionally took advantage of someone so that they could make money.
Making money is not wrong, but it is when you aren’t being honest with what people really need because you’re either uneducated or untrained; or a have a clear bias that is unhelpful to anyone but yourself.
Web design companies that are stuck in the middle ages of the internet (I know that’s just a few years ago now) should stop what they are doing and start learning what’s really going on out there. SEO has changed and while WordPress was a great platform for SEO prior to the great Panda updates of 2012 with their SEO plugins, it’s no longer relevant or necessary.
Once a website is built and it’s running properly, the search engine doesn’t scan the code and then decide it’s going to give preference to one type of system over another. It simply does not care.
So, the real issue is not the platform and it’s not Google, it’s what you do after the site is launched!
What is the Real Reason Traffic Isn’t Coming to His Website?
The problem is not his website. It has much more to do with an understanding of how to network online and build your long-term web presence. Rarely in this day and age is a new website going to gain massive traffic from a search engine.
At their most basic levels, search engines are looking for a few things:
- Great content relative to a search
- Credible backlinks from highly established and authoritative websites
- Perhaps some social signals – meaning are people engaging and sharing your content
Now, I’m simplifying greatly I know, but this isn’t a “how to” article on how to get to page one of Google.
The real reason a site doesn’t gain traffic is because too many are writing their content (could be good or bad), posting it, and then forgetting about it. While all the time hoping that Google will mysteriously come by and give them unearned love.
That’s right, you have to earn it! This isn’t 2004 anymore where anyone can put up a site and BOOM, there it is. Let’s not forget in 2004 you paid for a website, I mean really paid for it. A five or six page brochure business website could run $10,000 or more in some instances. Today, that same website may be $500 to $2,000.
However, you’re still going to pay for it. Either in real dollars or in time which is still equal to money.
How Can You Earn Google’s Love?
First, you may not ever earn their love. It’s a gamble? It’s dangerous in my opinion to leave your website traffic up to Google. However, at the end of this article I hope to show you a way that you can earn their love and without any risk at all.
How Do I Drive Traffic to My Website?
Most businesses don’t do well online because they don’t market and promote their articles. But there is a much deeper issue than this. It’s that they don’t know their business. How does a website work for you if you don’t know your business inside and out? And I’m not just referring to the obvious here.
This is where the work is at. In our program we help coach and consult companies on how to start thinking like their prospects and customers. What does that mean?
- Define the business you’re “really” in. That is not nearly as easy as you might think.
- Learn what problems you really solve
- Who are your specific prospects – be careful here, there are more than you realize
- Where do your prospects and customers hang out
Once you have a clear handle on your business, it’s time to create the vision or purpose and strategies for your marketing. What does this process look like? Here is just one small sample to give you an idea:
Vision or purpose statement: We will transform the way businesses and people interact and engage with one another over the Internet.
Strategy 1: We will blog about relevant issues that help our audience more meaningfully connect with one another
Goal 1 (Measurable and specific): Write three blog articles per week that will help our audience connect with one another
Objectives (or tasks):
1. Research idea for each article
2. Write Article and include quotes and links from relevant bloggers or writers
3. Proof and review each article
4. Post article
Now you will create many more strategies for your marketing. Some of those strategies may include the following ideas I’ve outlined in bullet format:
- Post to social media to bring awareness to each blog article and share with any bloggers included in the article via social media and / or email
- Share each blog article on blog directories to increase awareness
- Engage and leave comments on other blog articles I find on social media
- Engage and leave comments on other blog articles on blog directories
- Read blog articles inside my niche every day and share and engage via comments
- Read business blog articles that interest me but are not in my niche and share
The list of strategies could go on and on… don’t forget for each strategy there are multiple goals and underneath those measurable goals there are specific tasks.
In a recent article titled “9 reasons I will Never visit your blog again,” Enstine Muki shares why he won’t return to a blog (or a website) and it can be summed up on one thought: you have not thought through your business, website or your strategies. What he shares are the results of why he won’t come back. Notice the ones that are and are not technical. It’s really worth you reading.
Here is what usually happens… most people start and end on the objectives or tasks. It comes natural to us. But don’t do that. Fight that tendency. The magic is really in the vision / purpose and the strategies. Everything flows from there.
Here is the beauty of it folks… if you’re:
- Writing great content
- Sharing out it
- Connecting with others
- Promoting others including influencers in your niche
- Building real relationships online based on give and take
Rebekah Radice shared in an article titled “10 Strategies to Help You Stand Out Online” the practical outcomes of marketing done right. Notice not a single one of them is technical nor does it have to do with a search engine in order to get traffic.
Your search engine traffic will take care of itself in the long-run. You will gain authoritative links and your SEO will start working. This is how it’s meant to be done.
The real question is; have you thought it all out?
Why Am I Really Failing to Gain New Traffic?
The next time you talk to someone who says that the content management system your site is built in is the reason you’re not getting traffic, ask them for very clear, specific, and technical reasons why a site isn’t technically bringing you traffic. I would challenge them to find one if the site is running well from a technical point of view. Meaning it is not loading slow, timing out, links don’t work, etc.
The real reason your site isn’t getting you traffic is because you haven’t done the hard work inside your business. You’re just throwing stuff on the wall without any organization or structure and you’re just hoping something sticks.
You have to understand your business model, blog model and then connect with influential people and execute. Remember, it’s all about educating and giving with influential people in your niche and even connecting outside of it.
You have to genuinely learn how to communicate with and solve your prospects and customers “real” problems.
If you do create the environment and the conditions with purpose, you will succeed. It may or may not happen fast, but you will succeed.
Just today. Stephanie Frasco encouraged us to understand that when you work your vision and strategies, good stuff happens. Here is what she said in her article titled “How To Get More People To Link Back To Your Blog“:
“Of course it is a slow build like anything you do online. It takes time to reach the right people. It takes consistency. To put things into perspective for you, we’ve been blogging regularly for a little over a year. The first few months started off slow. We were new to the game. After around 3 months we saw a spike in traffic. After 6 months that spike increased. After a year it pretty much skyrocketed and we’re on course to beat our traffic each month. Blogging has paid off.”
So there it is. I want to encourage you to do something. If you’re talking to web designers and developers who are not even marketing themselves well and they aren’t generating traffic, comments, or engagement of their own; how are they going to help you?
I’m not suggesting that you shouldn’t hire them to build your site. But what I am suggesting is that you shouldn’t go to them and ask them to help you generate traffic if:
- You don’t know your business
- You don’t have a purpose, strategies, goals, and objectives in place
- They can’t even do it for themselves
Remember, most web design companies are not marketing companies or people that have real business experience outside of building websites. They are creative types. So of course when you ask them why their site isn’t generating traffic they are going to default to the technical because it’s all they know.
Is that a good excuse for them?
Absolutely not, it’s their responsibility to know specifically what they do and to point you in the right direction in order to get you the real help you need.
Don’t get suckered into spending more money on what you don’t need and will only set you back. Instead, figure out where to spend your money wisely so that you can get your business where it needs to be so that you can market powerfully.
Here is the beauty to the system I shared with you above: it affects your entire business both online and offline.
When you know how to talk to your prospects by speaking their language and meeting their needs; a thirty second commercial at a networking meeting or a glance at your site or social media pages will assure them that you are what they need.
Does that sound like a technical problem to you?
You will stand out and be very different than everyone else who is just talking about what they do, blah blah blah…
If you already have a great website and you don’t have a technical problem, what you may need is to discover your message. Your message is the difference between success and failure. Visit the Begin Here page to learn more.