Are you wondering why visitors don’t seem to be coming back to your website on a regular basis? Does looking at your website statistics on Google Analytics make you cringe? This can be turned around with some updates to your website. First we are going to go over the top 5 reasons why people aren’t coming back to your website. Then we will provide you tips for overcoming those 5 obstacles. After reading this article and making some or all of the improvements we suggest, we know you’ll be excited to log into Google Analytics to check your website traffic each day!
5 Reasons Why Visitors Are Not Returning to Your Website
Every website is different, but more often than not, those websites that are not seeing repeat web traffic share a number of similarities. Here are 5 of the top reasons why people aren’t coming back to your website:
1. Your website is static
Do you ever take time to update or add to your website? Static website are filled with pages that never change, information that stays the same, and no updates for readers. Creating a static website is one of the biggest mistakes we see across the web. Readers want to come back to a website that adds new content on a regular basis.
2. Your website is hard to navigate
With websites that are not receiving return visitors we usually see one of two things when it comes to website navigation:
- Your website has multiple links, which take readers to the same page. Does your site have a top navigation bar, side navigation bar, and links within your content which all take your readers to the same set of web pages? It’s good to drive readers through your website, but having too many links all taking readers to the same web page confuses the reader.
- Your website has broken links. Have you checked your links recently? Are any of those links broken? Take time to go through your website to see if any of your links need to be repaired.
- Does your website look like this?
3. You’re not encouraging engagement
Do you ask your readers to email you or leave comments on your blog/website? Readers want to engage with the owners of the websites that they frequent. They want to know that they have a voice. Be sure to give them that opportunity. See the image below, the blogger ends his article by asking readers to share their opinions.
4. Lack of social media involvement
Are you using social media to build relationships with your website visitors AND to encourage new visitors? Far too often managers of websites are not using social media to help build relationships with their readers.
5. You’re not providing any real value to your readers
Is your website so focused on making sales that you don’t provide any educational information to readers? Readers want to learn, that’s why they are visiting your website. If your website is all images or too sales heavy and lacks educational content, readers aren’t going to find much value in coming back to your website.
Websites that Do a Great Job Encouraging Return Visits
There are A LOT of great websites that do an amazing job encouraging return visits to their website. Here are 3 that I think are top-notch:
HubSpot provides marketing automation software to marketing agencies and businesses. In order to attract their target audience to their website they publish regular content on their blog. They produce top-notch content and give it away to their readers for free. Readers find that extremely valuable, thus they continue to visit the HubSpot site. Ultimately their blog helps to convert a certain percentage of blog readers into customers.
Amazon revolutionized e-Commerce. They did something remarkable and provide a valuable service to their website visitors. I’m not saying you have to create the next Amazon.com, but what I am saying is that within your industry, don’t dream small, dream big! Do something remarkable. Get people talking and sharing your website with friends.
Wikipedia is a site for the people, by the people. Wikipedia invites their users to share information and knowledge. By inviting their readers to share their knowledge with others it appeals to those readers’ ego. It also puts the power in the hands of the readers. You can do the same by encouraging comments on your blog or engaging your readers on social media.
5 Tips to Attract Readers to Return to Your Website
Now that we know the top 5 reasons why people aren’t coming back to your website, let’s review what you can do to encourage readers to make a return visit to your site.
1. Add a blog
Blogging can do wonders for website owners. Writing blog articles is your way to communicating with your audience. Adding blog content on a regular basis gives readers a reason to come back to your website over and over.
2. Redesign your website
If your website is tough to navigate, you should consider redesigning your website. You want to create a clean website with clear navigation elements and prominent calls-to-action if you want readers to keep coming back! With that said, be sure to build a website blueprint before you start building your website
3. Add calls-to-action to your website
If you want readers to engage with you, then ask them too! Ask readers to email you with questions or comments, encourage them to leave a comment on your new blog, and be sure to respond to any comments they do leave. Readers want to know you’re listening.
4. Use Social Media
Get on Facebook/Twitter ASAP. Social Media is not a fad. It’s a trend that has no end in sight. Being on Facebook and Twitter definitely takes time on your end, but the results are well worth it!
5. Rewrite your website
Adding educational content will show your readers that you want them to learn something. It also gives you an opportunity to add searchable keywords to your website, which will increase your search engine traffic.
Do yourself a favor, go back and review your website against the list of reasons why people aren’t coming back to your website. Be honest with yourself and determine if your website falls into any of the traps listed above. If it does, come down to the list of things that you can do to encourage return website visitors and start implementing them one at a time. You’ll be very happy with the results six months from now!
Ryan Taft is a twenty-something entrepreneur with a passion for helping small businesses use online marketing tools to reach more customers and prospects, build relationships with those folks, and ultimately grow sales.