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Attracting more customer to a website

Does your website get enough traffic? And do you measure how many become customers when they get to your site?
If the answer to these questions is 'no', the good news is that you're not alone. There are millions of websites but only a tiny minority of website owners who manage their traffic building activities properly - what's worse, even less measure where their traffic originates and how visitors behave when they get to the site.

Attracting more customers to a website is therefore the key - traffic is useless if it's not relevant to your site's offer.

The difference between visitors and customers

Generating website visitors and converting them to customers are two entirely different but closely related activities. There are many strategies and tactics you can deploy in both fields. To attract visitors you can optimise your site, pay for clicks through the search engines, advertise on other sites and in emailed newsletters and so on. To persuade visitors to become buyers you can use compelling sales copy, offer incentives, publish testimonials and much more. But no matter how well you implement any of these tasks, if you don't test and measure each activity properly, your results will never deliver the best return on investment - you'll be shooting in the dark.

So the first thing to get right before you invest any money in attracting customers to your website is to install some kind of web analytics system that will tell you at a glance how your site and its marketing are performing.

The next thing to tackle is your target market. Targeted traffic through the search engines is the place to start. Over 80% of website visitors now originate from a search engine - and the keyword is "searching" - capturing a share of those people who are actively searching for what you offer is one of the best ways to attract more customers to your website.

How do you do this? There are two ways - search engine optimisation (SEO) and pay-per-click advertising (PPC).

SEO is the process by which you get your site well ranked in the natural search results against the keywords and phrases that you are targeting.

PPC systems like Google's Adwords are auctions for keywords - the advertisers who bid highest and succeed in attracting the most clicks get the top positions.

In both cases, selecting the right keywords and phrases is critical. Keyword research is essential to eliminate the guesswork from your search marketing. You can start by checking your website's log files. These files contain records of where your traffic was referred from and what keywords were used. Practitioners of both SEO and PPC also use tools that capture the search terms used by people - you may have heard of Wordtracker for example.

Whichever system you use, researching this vital element is critical for successfully attracting more customers to your website.

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