Is your website performing as well as it could?

If you’re anything like most businesses I hear from on a regular basis, increasing your traffic through search engine clicks and improving your conversion rate is probably near the top of your to-do list.

At least, it should be; as any inbound marketer will tell you, these two pieces of the puzzle really go hand-in-hand and it makes very little sense to do one without the other.

In this blog post, I’m going to list my top tips to help you increase your search engine clicks and conversion rate, but first I’m going to explain why that’s so important.

Search Engine clicks and conversion: Why do both?

The main reason you’d want to increase your number of clicks from search engines is if your website’s traffic is already quite low, or you just aren’t getting the numbers you need to your website.

However, too many people nowadays seem obsessed with traffic, when in reality, traffic is nothing without conversion. There’s no point in sending thousands of people to your website if it isn’t converting them into leads when they get there.

Instead, you’ll just end up with the same results (or very minimal results), and all the new people you’ve attracted to your website will simply get bored and leave again.

And that, ladies and gentlemen, is why I’m going to talk you through both today.

Improve your conversion rate

This is the most prominent piece of the puzzle (as explained above), and because I really recommend doing this before you try increasing your clicks, I’m going to talk about it first.

Tip 1. Create helpful, valuable content

Your content should be published on your blog, and address the challenges and questions your ideal customers are asking on a day-to-day basis. It should also include practical information when possible, and be written in a friendly, engaging tone.

Your content can be in the form of blog posts, videos, infographics, slideshares, and more – it doesn’t hurt to mix it up a little. And don’t forget to update your blog regularly! For what to avoid, read ‘The 7 Cardinal Sins of Content Marketing’.

Doing this won’t increase your conversions on its own, but it is essential for the next part that follows…

Tip 2. Create landing pages and CTAs

Since you’ll have worked so hard to get people to your website with fantastic content, you’ll want to give them something to do once they get there – or they’ll leave without becoming leads. They have to feel motivated to do what you want them to, so it’s time to create powerful call-to-actions (CTAs) and landing pages.

A call-to-action is a button that can be placed at the bottom of your blog posts, or elsewhere on your website, that encourages visitors to click through to a landing page where they can download content, subscribe to a newsletter or request a consultation. I also refer to these as ‘touch points’.

Your CTAs should be clear and tell them exactly what they’ll be doing by clicking the button – whatever fits their journey best. Once they click through to your landing page, it should highlight why they should fill in their details to get what they need.

Be sure to include what’s in it for them. Writing a good landing page is a bit like an art form – you have to effectively demonstrate that it’s in their best interests, without sounding salesy. It’s all about what YOU can offer THEM, and being persuasive in your copy whilst keeping it short and sweet. Here are some examples from HubSpot.

Increase your search engine clicks

So, you want to increase your traffic? Perhaps you already know that search engine clicks make up the number one source of traffic to your website – it’s the reason Google is so popular.

Tip 1. Ensure Google knows you exist

If you’re currently receiving minimal much traffic to your website, ask yourself the following questions:

  1. Is Google indexing your website properly?
  2. Is your website new and waiting to be indexed?
  3. Have you been blacklisted by search engines?

Try using Webmaster tools and following the instructions in this blog post to check your website is being indexed correctly and that there are no other problems that might be stopping traffic from reaching your site.

Tip 2. Match what they type into Google

I know this sounds a bit confusing, but I’m actually referring back to your content. One of the best ways to increase your clicks is to make sure the content you create matches the language and questions people are searching for in Google when looking for your products or services.

Let’s use Dave’s Construction as an example. Some of Dave’s customers are typing ‘conservatory quote in Edinburgh’. So, Dave might think about writing the following blog titles:

Do you see how Dave is targeting people who are looking for a specific service in his area? This also means that more of the right people will be able to find you and click through to your website – and really, it’s all about the quality of visitors you’re attracting, not the quantity.

I could go into a lot more detail, but these two tips for increasing traffic are by far the most important. Want to know more? Read ‘7 Ways to Increase Traffic to Your Website’.


If your website isn’t performing as well as it should, this is a sign you need to increase your search engine clicks and conversion rate – but never do one without the other, or you won’t see results. Follow my tips above.

For your conversion rate, create helpful, valuable content that answers your ideal buyer’s questions, as well as powerful CTAs and landing pages to show them what to do next. Otherwise, they might just leave without becoming leads.

When it comes to your clicks, knowing that Google is indexing your website correctly is half the battle, as this means people will be able to see your results show up when searching. Next, try to mirror their searches by using the language and questions your ideal buyer actually searches for, in your own content.

Homework: Now, have a think about how you might do some of the above – what sort of CTAs would best fit with your website and buyer journey? Which landing page designs would suit your website the best? Which questions will you answer in your blog first? If you need any help, let me know in the comments and I’ll do my best to answer.

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