Got high website traffic but low conversions? Time to retool.

Not all website traffic is created equal. As much as business owners don’t want to hear that, it’s true. When it comes to visitor traffic, quantity does not necessarily equate to quality. Now, I realize this isn’t breaking news, but it is a subject that continues to perplex.

If your visitors are coming from the far reaches of the planet (think: seven kingdoms in Game of Thrones) it’s time to refine things. Sure, it’s impressive to show hundreds—even thousands—of visits to your boss, but who are they? More important: where are they in the shopping-for-your-services buyers’ continuum.

Of course you want traffic, but you need the right traffic (not to mention real traffic) to improve and, ideally, shorten your lead-to-sale timeline. A KPI of total visits only, without additional measures on new versus repeat, bounce rates, conversions, and follow-up conversations might at first look good, but the payoff will be dismal.

Quick tips to improve the odds. 

First, is your website mobile-friendly? If it’s not, here’s a link to a Google post that explains why this is, quite simply, mission critical. Also, if you’re doing this yourself, spend some uninterrupted quality time on Google. Nobody offers more free, easy-to-understand, and incredibly detailed information on search marketing. If you’re not doing this in house, find an SEO business partner that’s a comfortable fit for your company. Inbound marketing is very difficult to do well without dedicating some significant, and ongoing, attention.

Next, update your content. It should be fresh, relevant, and well written. Attention-grabbing headlines, solid business tips and how-to’s and, whenever possible, a valuable offer that makes that ever-precious click-through too enticing to pass up.

Also, determine where your audience (existing and desired) is spending their time, and be sure to share your content accordingly. Take advantage of relevant social networks, and be sure you’re not just pushing information—no one likes a one-sided conversation. And, be ready to respond if you’re readers engage with you.

Finally: listen to your sales team if they’re telling you the leads are bad. Most sales pros are on base + commission, with much of their earning potential tied to the latter. Not even marketing wants a lead to be warm and workable more than your sales team.

Yes, you want traffic, but you need the right traffic. Visitors who are interested in your products or services and who, ideally, are already actively shopping.

About the author: Leslie Wither Samenuk

Leslie is James Marketing’s head of engagement and market strategy, and she’s always discovering new ways to help clients expand their reach and promote their products and services. She’s been known to get some of her best ideas on the links where she admits to shooting inconsistent but highly enjoyable rounds. She’s also an avid swimmer so during the summer you might find yourself swimming laps with her while brainstorming ideas. It’s a good idea to keep a swimsuit handy.