Getting traffic to a website is the first goal but then you need to make sure that a percentage of this traffic is converting to sales or at least enquiries. When analysing your website statistics, be sure to check your bounce rate, this is often shown as a percentage and reflects the number of people that have left the site prior to interacting with it.

Find out which pages have the highest bounce rate and then start to drill down in to them to find out why. If it is a contact us page then it may be because people just want a phone number or email address, in which case that’s fine. But if it is your home page or another one of your main pages then you need to look in to the reason. Often it can be that your site is taking too long to load, navigating round it is hard or that you are not offering what they are looking for.

All pages should have clear call to actions, this may be a banner or link that promotes the visitor to do something i.e. request a sample, buy a product or enquire. Make sure that anything that you promote especially if using Google Adwords, is something that you offer and that when the search results are listed they link to the page that is most relevant to the customer.