Small Business
Business INSIGHTS e-News for Professional Services
What Your Website Is Telling You

Discover ways to generate more traffic on the information superhighway.

Your website may be talking - but are you listening? Alexa and Google Analytics are just two of the free services that provide not only basic tracking information on the number of site visitors, but also additional details such as how long they stayed, which pages they visited and keywords they used to find your site. Consumer-traffic information from your website can help drive your communications plan. Here's how.

Who's Clicking What?
While the number of site visitors is an important statistic to track, it's more important to analyze what people do once they get there. Monitoring which pages your visitors view can give you a good idea of their demographic profile and what types of topics resonate with clients and prospects. For example, visitors who click through to pages containing retirement-planning information are likely Baby Boomers; those that click through to pages with information about saving early for college are likely new parents.

If any one page is particularly popular, pinpoint the content on that page that draws viewers in, and repeat its messages in your other communications.

Referred Customers
How viewers find your website may not seem like important information, but the keywords they enter into search engines can provide clues to topics that are most relevant to them, as well as the terminology they use, so you can mimic it in the future.

Referral reports track visitors that came to your site via a link on another website. These reports give insight to other services, such as legal advice, that interest your visitors. It may make sense for your firm to align itself with similar types of businesses.

Many Happy Returns
Website-tracking tools also tell you how many visitors return to your site. If someone accesses your site only once, perhaps they didn't find the content usable or informative. Repeat visitors who use your website as a resource value its content. Match the repeat-visitor information with the pages they view to analyze what is working online, and apply that insight to your offline customer and prospect communications.


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