When I’m working on site content for a client, my first task is to create a site report. The client needs to know what traffic he’s getting now, and what that traffic is doing.
For example, if the site gets 100 visitors a day, and the average time-on-site is five seconds, we need to work out why the time spent is so short. If the reason is that the site’s pages are targeting incorrectly, then we need to fix the copy on those pages first, so that visitors are funneled towards an action.
Traffic which converts, rather than content OR traffic
If you’ve got a site which has been online for a year, and is making one sale a month, it’s time to focus on ACTIONS that you want your traffic to take. The answer to your lack of sales is usually not more traffic, but to do something with the traffic you already have.
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Angela Booth, top copywriter, author and writing teacher.
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