What To Do When Your Website Traffic Starts Falling
Posted 21 July 2014
If we’re honest, almost every business and website owner expects their web traffic to continue increasing throughout the life of the website. We can often approach pageviews in the same way that we would the stock market or house prices: they’re expected to go up, not down. The great hope is that we will continue to increase our audience indefinitely.
Unfortunately, however, this isn’t always the case.
Some websites do continue to increase their traffic – sometimes seeing continued growth over a period of years. Others never quite get the momentum or growth that they had hoped for. However, almost every website owner can identify with a drop in traffic. This can be a sudden thing – seeing pageviews drop almost overnight – or a gradual trend that happens over a period of months or even years.
If you’ve experienced a drop in your website traffic then we’d encourage you not to be disheartened. The good news is that there are various things that you can do when your website traffic starts falling.
1. Dig Into Your Data
The first step involves asking two questions: 1) “Is my website traffic actually falling“, and 2) “Why has there been a drop?”
You can gather this information by looking at Google Analytics or your equivalent reporting package. It is possible, for example, that in real terms your relevant pageviews are actually increasing in real terms – if you’re a UK company but most of your traffic has previously been coming from China then your traffic stats might have been somewhat misleading.
It’s also essential to work out why it’s falling. Has your social media engagement dropped? Have rival companies stolen your search engine traffic? Maybe you were previously generating traffic through key products which have now been replaced.
This first step will help you to identify the best next steps for your website.
2. Freshen Up Your Content
A drop in website traffic often indicates that it’s time to freshen up your content. You can do this by rewriting sections of your website to make sure that they are up-to-date, relevant and engaging. Make sure that you continue using your target keywords so that you maintain search engine traffic.
You should also evaluate the quality and impact of the content that you’re producing. Is it engaging enough to drive traffic back to your site? It might be that you’re simply fishing in the wrong ponds. If you’re investing time and money to produce content for Twitter but all your customers are on Facebook then it’s no surprise that you’re not generating the traffic you’d hoped for.
3. Speak to the Experts
There can sometimes be a misconception that web design agencies only work with clients who are investing in a brand new website. Whilst a new website may be the best way to increase traffic (new sites tend to perform better in search engine results because Google reward fast, engaging, mobile-friendly sites) this isn’t the only thing that we can do.
Our SEO, Digital Marketing and PPC services are designed to help you start generating significant traffic again. By offering advice, direction and technical help we’ll improve your website and help you find new ways to communicate what you’re doing to a wider audience.
Interested? Why not contact us today for a free initial consultation…