This intersection has a lesson for you. It’s one of the busiest intersections in my community. You might have one like it where you live.
See that little shop across the intersection with the green striped awnings? It’s currently selling flowers by the roadside but it’s been other things.
Just in the last 10 years that store has been:
- A kitchen remodeler
- Flooring installer
- Full service florist
The business that is currently in that store has been there the longest of any other business to occupy that location in the decade that I have lived here.
There is a high turn-over for this location despite the fact that it is one of the busiest intersections in the community.
I know this intersection is busy, but I wanted to know how busy so I went to the corner during the middle of the day and counted how many cars went through the intersection during a cycle of the stop light. And timed how long the light cycled.
Based on those counts, this intersection has over 50,000 cars pass through it on a daily basis.
I’m sure you’ve heard the adage, Location, location, location.
This corner seems to be a good location, so why aren’t businesses more successful?
The answer to that question is this: traffic in the street does not equal buyers.
In order for any business to be successful, it has to:
- First, get people to get out of their cars.
- Second, buy something.
This is true whether you are selling offline or on.
I had a client a couple of years ago who was very proud of the fact that her website appeared on page one of Google for her keyword. She thought this made her website successful.
However, when I looked at her traffic — the numbers of actual visitors — she was getting less than 100 visits a month.
In other words, her website was much like the other businesses that have occupied that busy corner: there are cars going by, but no one is stopping and getting out of the car.
Getting good search rankings is a good first step. But being successful doesn’t stop there.
To ensure search traffic does the equivalent of getting out of the car and buying something from your website:
- Create a Meta_Description for each of your pages and posts that speak to the value of the content on them. These Descriptions are what search engines show in search results… if you don’t create one, they pull the first 150 characters of your content.
- Organize your content so it is easy for visitors to find what interests them.
- Offer products and solutions that provide real value and answer real problems, and then make it easy for people to buy from you.
Build your website to serve the needs of your customer first and foremost. They are the ones who matter — no your employees, your spouse, your kids, or your ego. Ensure that everything on your website — from the colors to the layout to the content — serves their needs and you’ll be much more likely to encourage your visitors to spend money with you.