The #1 Key To A Successful Website
It Is a Numbers Game!
The field of website development is split across many different specializations.
There is web design, web development, SEO, content writing, digital advertisement, social media, eCommerce development, eLearning development, and so much more.
We specialize in website performance and our only service is that we take existing websites and make them load faster.
Each specialization will make a claim that it has the answer that everyone is looking for.
The question is usually: “How can I increase the amount of revenue my website generates?”
You will find countless blogs, videos, posts, how-to guides, books, and services out there claiming to know the secret to a successful website.
The first thing you have to realize is that you are being marketed to and marketing is far more successful when selling hope.
If we claim that our services will double or triple your revenue, you would be far more inclined to shell out the money for our service.
The hope being sold is the drastic increase to your revenue and hope is a very powerful form of marketing.
While many professionals make a lot of claims, it is very rare that they offer any form of guarantee.
Why is this?
The easiest way to answer that question is that every specialization, within the website development profession, is supplementary.
Simply put, every specialization augments and improves the effectiveness of every other specialization.
You can have the most effective content on your website, but the way the content is laid out plays a huge role.
The speed in which that content is made available to the visitor also plays a role.
If the website looks bad, does not provide a nice user experience, or takes a long time to load, the content will be less effective at converting.
Every service or specialization has something to offer and will play a huge role, but they are supplemental.
What most professionals will not tell you is that nothing else matters unless you are able to generate traffic.
In fact, traffic is by far the most important aspect of a website.
You can ignore almost every single standard or recommendation and still see conversions if you are able to direct enough traffic to your website.
The reality is that it is just a numbers game.
The more traffic a website receives, the more revenue it generates.
Increasing traffic is the #1 key to a successful website.
Traffic is the #1 Key to A Successful Website
More Traffic = More Revenue!
Now, you may be scratching your head wondering how this can possibly be true.
After all, there are countless professionals out there all pitching a different service that is geared towards increasing your revenue.
We need to remember that marketing is far more effective when you can sell hope to a prospect.
Every business needs to promote their products or services as the answer or solution to your problem.
However, if no one is visiting your website, nothing you do on your website will make a difference.
So, how do we increase website traffic?
Most of your traffic will be obtained through search engines, paid advertisement, or social media.
Out of the three, search engine traffic is often going to produce the majority of your traffic.
Paid Advertisement can be pretty expensive and requires your website to be optimized for conversion to pay off.
Social media requires you to have followers who are actively engaging and sharing your content.
In order to bring in search engine traffic, your website is going to need content.
Content is king for a reason.
It helps generate traffic, can aid with conversion, and helps you market more effectively.
The first step to a successful website is content creation, you will need to start with a content strategy.
Where do I Begin To Achieve A Successful Website?
Invest In Website Content!
The key to website content is that you need to write content based around how people will search for your product or service.
Website content can include copy, images, video, or other mediums that are found within your landing pages, blog articles, or other pages.
Landing pages are a direct form of marketing, which means you will focus on the products or services you are offering and how they can be effective to the visitor.
Blog articles are often an indirect form of marketing, which means you may not focus directly on your product or services.
What you want to do with blog articles is write about content that is related to your products and services.
You will also want to plug your products or services into the blog article and draw a connection between the subject and your offering.
As you create website content, search engines will crawl your website to determine how your content will be found by searches.
The more content you have, the more keywords you can rank for and the easier it will be for visitors to find you when performing a search.
Having content, regardless of quality, is far better than not having any content at all.
Do not wait until you can afford to pay someone for content, begin writing your own content and expanding your website.
If you do have a budget to invest in your website, start by investing in website content and Search Engine Optimization (SEO).
SEO involves tuning your content to ensure it ranks more effectively for the keywords you want to focus on.
For this article, we are focusing on “successful website” but this page may rank for many different keywords.
If you have landed on this article, you most likely were looking for ways to improve the effectiveness of your website.
Maybe you already have a content strategy and generating a nice bit of traffic.
Now you might be looking for ways to optimize the conversion rate of your website.
That is where our website performance services come into play and a faster loading website can drastically improve conversions.
We say “can”, because you will still need effective copy, a clean design, and a great user experience to see the most out of our website performance services.
If you are just starting out, our service may not make much of an impact. Our service makes a larger impact when you have a larger amount of traffic.
That is true for every specialization within website development, but content and SEO play the largest role in creating a successful website.
So, we hope by informing you to invest in website content that you will come back to us when you are ready to optimize your website for conversion.
We recommend investing in traffic generation first, because content will continue to generate revenue long after it is created.
Marketing Does Not Mean Sales
Marketing Means Exposure!
One of the biggest mistakes a website owner can make is to start their marketing efforts focusing on sales or conversion rates.
While marketing does lead to sales and conversions, the purpose of it is to increase exposure.
The more exposure your website has, the more traffic it will receive.
Not every person who lands on your website will be looking for the products or services you are offering.
The goal is to increase the number of site visitors as that increases the chances that someone looking for what you are offering lands on your website.
As we mentioned, this is a numbers game.
Let’s assume you are just starting out and you have a total budget of $10,000 to invest into your website.
You can invest all $10,000 into the design and development of your website.
That can produce a website that has a much higher conversion rate, which is the percentage of visitors who convert.
Having a higher conversion rate will not mean much if your website is not generating traffic – any percent of 0 is still 0!
Note: What you define as a conversion is up to you and not all conversions will be sales.
You could invest $5,000 into the website and then invest the rest in paid advertisement.
With paid advertisement, you will see a spike of traffic, but the rate of conversion plays a much larger role here.
You could also invest $2,500 into your website, then invest the rest into website content.
With this approach, your website may convert at a much lower rate, but over time traffic will increase.
Content is playing the long-game and you need to be sure you have time to play that game.
New domain names can be penalized by search engines and prevent you from ranking effectively.
It could take weeks or months before a new blog article moves up in ranking enough to produce traffic.
Due to this, it is recommended to start as early as possible.
Our recommended approach would be to invest the majority of your budget into website content.
Invest enough into your website to ensure you have a fairly decent design and overall user experience.
Save a percentage of the budget to invest in paid advertisement or to boost social media posts that link back to your content.
Taking a multi-faceted approach in the beginning can help fill in the gap between when content is published and when it starts bringing visitors to your website.
You do not need a unique or custom design in the beginning, but is something you may want to invest in later to improve conversion.
Website performance plays a big role in conversion, which we can optimize any WordPress-based website regardless of how it was developed.
Ensuring your website loads optimally is key, but may not be a deal breaker if your website is able to generate enough traffic.
As you increase your website’s traffic, then you can start investing in other areas that will help increase your conversion rate.
Expanding Upon Website Content
Implement Other Initiatives!
Be sure to include Social Media share buttons on your blog posts to begin building your Social Media presence.
The visitors who share your content will help you generate more traffic and the more traffic you get the more shares you will see.
Share each of your posts on your Social Media accounts and ask your visitors to follow you on those platforms.
As you build up your following, you can begin Paid Advertisement on those platforms.
On Facebook, you can create ads that are served to lookalike audiences.
A lookalike audience are other people who share similar interests or engage with the same things that your customers or followers do.
This form of advertisement allows you to target an audience who is more likely to convert – sending warm leads to your website.
After you get enough traffic through Google Analytics, create ads on Google that target audiences similar to those who have already visited your site.
On Google, you can also create retargeting campaigns to show ads to people who have already visited your site.
Maybe offer a special discount or incentive to return and complete a purchase.
However, before you begin Paid Advertisement, it is very important to begin investing in conversion rate optimization.
Creating a successful website takes time and by increasing your traffic, you can begin narrowing down where you should focus your energy.
Conversion Rate Optimization
Maximizing Revenue From Existing Traffic!
Conversion Rate Optimization (CRO) is when you improve upon what you have already done to increase the number of visitors who convert.
In order for CRO to be effective, you have to have traffic.
You also need to know who your audience is and what that specific audience responds to.
When most of your visitors are using mobile devices, optimizing the website for mobile compatibility is vital.
However, if most of your visitors are using desktop devices, you will need a decent balance between desktop and mobile.
If the vast majority of your visitors are between the ages of 18 to 25, then you can leverage your content and features to better speak to that audience.
On the other hand, you may want to avoid younger lingo if most of your audience is 50 and above.
When the majority of your visitors are using “dark mode” within their browser, having a darker theme could be far more effective than a lighter theme.
You can spend as much money or time as you want in advance, but this insight can only be gained when you are learning from the traffic you are receiving.
If your product is intended to be marketed to a younger audience, knowing your audience is older could help you make changes to ensure a younger audience is being targeted.
Or, you could make some changes to your product to ensure the older audience you are receiving will purchase it.
Color schemes can also play a huge role, so knowing the difference between age or gender can help you pick a color scheme that will be more effective.
With traffic, you can also perform A/B tests to test changes and how they may impact conversion rates.
Trying to implement A/B tests without a lot of traffic will not produce credible results.
You may want to implement exit intent, which delivers a pop-up just as a visitor is about to leave your website.
Maybe the visitor is not ready to buy your product, but may be interested in joining a newsletter to learn more.
If you are receiving a lot of traffic, but notice a majority of them are not scrolling past a certain point, you can implement changes to help increase the number of visitors scrolling.
While CRO will take an effort, having more traffic can help you narrow down where your efforts need to be focused.
Again, we recommend investing in content, because content will be compounding.
The longer the content is available, the more traffic it will produce and your traffic will help produce more traffic.
The next step to a successful website, after traffic generation, is conversion rate optimization.
As you increase your conversion rate, the returns you will see will be far greater when you already have a larger amount of traffic.
Successful Websites Take Time
There Is No Silver Bullet!
You may be asking “What keywords do I focus on?” which is a great question to ask.
The problem is there just is not a direct answer to that question.
We focus on WordPress Performance Optimization, but have another website that targets WP Site Speed Optimization, and another one that focuses on WP Page Speed Optimization.
This blog posts targets “successful website”, which we are not even focusing on how our WordPress Performance Optimization service can help with that.
You are reading this blog because you were looking for ways to make your website more successful.
We are hoping that 1 out of every 100 readers will have web traffic and a slow WordPress website and contact us for our WordPress Performance Optimization service.
If we are lucky, you might be a content writer looking for ways to increase the conversion rate of your client’s websites.
Then you may contact us and ask us to perform our performance optimization service on your client’s websites.
If we sold hiking boots, we would write blog posts about various hiking trails that we have hiked.
We’d include photos of people wearing our product and plug the product within the post.
If we were an auto mechanic business, we would write articles about rare ODB codes that certain vehicles may have.
A visitor may start out looking for 1 thing and your blog post links that to the products or services you are offering.
So the keywords you target is a numbers game as well, you need to target as many keywords as you can.
Some visitors may find us when they have very specific issues with their WordPress website.
One of our articles are about Getting a perfect 100 in PageSpeed Insights which will bring us traffic for visitors who are looking to improve the performance of their website.
Another article, The 4 pillars of WordPress Speed Optimization, may bring visitors who search for “WordPress Speed Optimization”.
Some of our blog articles may not bring in any traffic and others will bring in most of our traffic.
You will not know what articles work and which articles do not until you have written them and posted them on your website.
Implementing Google Analytics and Google Search Console will help see which articles are working and which may need to be redone.
If an article is not generating traffic, you can rewrite it and focus on a slightly different keyword.
But you need website content before you can start tuning for SEO or making improvements that will increase conversion rates.
We will be the first to admit that website performance does not play a role if you have no traffic.
Once you start getting traffic, website performance plays a much larger role.
Decreasing load times can increase conversion rates by factors, you can take a 1% conversion rate and increase it to 2% or 3%.
But 1% or 2% of 100 visitors is far from 1% or 2% of 10,000 visitors.
Let’s say that you are selling a product that costs $25 and your website is able to convert 1% of your visitors into customers.
With 100 visitors per month, you will have 1 sale per month; but, with 10,000 visitors per month, you will have 100 sales per month.
1 sale per month will produce $300/yr and 100 sales per month will produce $30,000 per year.
If you spend $1,000 to optimize your website, the return is based on how much traffic your website generates.
With 100 visitors, a 1% increase in conversion will only yield $300 in extra sales per year. However, with 10,000 visitors, a 1% increase will generate an additional $30,000 per year.
The return on investment is directly tied to the amount of traffic your website is currently receiving.
As you add more content, you build up domain authority and begin ranking higher in search engines. Over time, these pages will bring more visitors on a monthly basis.
Each customer you get increases your chances that they will refer others to your business. You can increase those odds if you offer customers special discounts for their referrals.
Every visitor increases the likeliness that one may share your post on social media, which can increase the exposure of the article.
This is why website content is a long game, the more traffic you get… the more traffic you get. It compounds and a single post can produce a massive return on investment.
Of course, the post needs to be targeted appropriately and not every blog article is going to produce a profit.
Again, it is a numbers game. The more content you have the more likely your site will be a successful website.
How Much Should I Invest In Website Content?
How Much Can You Afford?
The important thing to remember is that every SEO and Marketing company is a business.
For them to be more successful, they need to be securing recurring work.
Some professionals may recommend 1 new blog article per week and others will recommend 2 or 3.
Others will recommend 4 or more per week if you are just starting out to quickly grow the amount of content found on your website.
If they are charging $300 per article, that can cost $15,600 to $46,800 per year.
As we mentioned before, the quality of content does not matter as much as its ability to rank.
Quality plays a huge role in conversion, but conversion only applies once you have website traffic.
So, we recommend writing your own blog posts in the beginning and maybe investing in 1 or 2 professional blog posts per month.
As your traffic increases, invest in a better user experience.
The same thing applies to “How much should I invest in my website?” – start cheap and go from there.
As a former website development company, it hurts us to admit that the quality of your website does not matter in the beginning.
Having a website, regardless of quality, is far more effective than not having a website.
However, quality is very important when it comes to conversion and you will want to invest in a higher quality website at some point.
Once your website starts generating traffic, you will want to invest in a cleaner design, website optimization, and professional content.
When it comes to content, split your efforts between rewriting those articles you wrote and creating new content.
You may decide to delete older articles and redirect traffic from it to a newer article.
A successful website is an on-going effort and you have to continue investing in your website for it to remain a successful website.
If you stop posting new content, you can begin losing page rank and that can reduce the amount of traffic you get.
Conclusion – The #1 Key To A Successful Website
More Traffic = More Sales
To summarize, start out with a website and start investing time or money into website content.
Start writing your own blogs, add additional pages, and provide insightful information.
Include social media share buttons in your articles and ask visitors to like and follow your social media accounts.
As you land more sales, invest in user experience by improving the design and page load times.
From there, start investing in professional content that is geared for better SEO and conversion rate optimization.
Ask your customers for suggestions or ideas on how you can make their experience even better.
Begin implementing new features (such as saving a cart, a wish list, and a newsletter) to improve your conversion rates.
Start offering incentives to improve customer retention, such as a point system to score discounts after so many purchases.
Consider an affiliate program to offer bloggers or influencers who will write content and link to your website.
Every two years, consider a re-design to keep your website fresh.
Once you have enough customers, consider specialized Paid Ad campaigns to target audiences similar to your customers.
Most importantly, always remember that marketing is about gaining exposure and not specifically about sales.
The best way to increase traffic is with website content, everything else is primarily geared towards increasing conversion rates.
Once you have the traffic, other investments you make will produce a much larger return on investment.
So, if you are starting or considering starting a new business, make sure you create website content.
Now you know the #1 key to a successful website… traffic.