Having a website and actually making your website work for you are two different things. Most people who do business these days know how important it is to have a website. But when was the last time you updated yours? Has it been collecting dust for a while? It's okay… you can just nod your head if you like.
This is really common. We get busy with our paid translation or interpreting work, and we put off many of the things that we cannot actually bill clients for. We know we need to get to these things eventually. For some of us, these items hang over our heads for months… or years.
So, while I would love to tell you that you have to make time to get it done, I think you already know that. Instead, I'll tell you to make some small changes first that will make a big impact. And then I'll leave it to you to make the time for the big ones. Sound good? Let's get started.
1. Label everything on your site.
Yep, everything. Label your photos or images. And by "label", I’m talking about the file names for these items before you actually upload them to your site. Make sure that everything on your website has a name that contains key search terms a potential client would use to find you online. Images are searchable! And the same goes for your website's pages. Make sure you have an accurate page description for every page of your website so that search engines like Google know how to find you and what your website is for. This helps those searching to choose to view your site over another, too.
Here's an example of how I intentionally label images on my blog. Notice that I do not leave image names up to the numerical order or download file name created when I find the right image. Instead, I take a moment to create a name that will be searchable by those who need this type of information.
2. Use smart headlines that include key search terms.
Did you know that the headlines (or subheadings, as you might think of them) are also highly searchable? Take some time to think about what search terms your target audience might use if they needed someone who does what you do. Now, I'm not saying you ought to stuff or pad your site with these, but make sure they make sense in context and that you think about them strategically before you write your website content.
Here's an example of a solid headline from one of my recent T&I Website Blueprint Course students:
Gwen knows that her clients will search for a "French translator" or "French translation" and possibly add "IT" to their search query. She didn't pad or stuff her headline with loads of keywords. Instead, she used the most effective ones and made a statement that really speaks to the heart of the client by using words like "trusted" and "partner".
Use headlines like these throughout your site whenever you can. Not only do they help drive web traffic, but they also have a visual and emotional impact for your site visitors.
3. Start a blog.
You knew I was going to suggest this, right? I can't stress enough how much traffic a blog can drive to a website. Of all the pages on my website, the blog is what sees the most traffic in terms of page views. A blog is a huge traffic driver because you can update it often, show your expertise and professionalism, allow clients to get to know you better and stand apart from others who offer similar services.
Why does this fall under an "easy" way to drive more traffic? Well, because writing and maintaining a blog is not as much work as you really think. It's truly a matter of making a plan and getting started.
For more help with how to do this, check out Why Your Translation Business Needs a Blog and How to Plan and Maintain a Blog That Speaks to Your Ideal Clients and Promotes Your Business.
The first two tips I shared will take very little time to implement. All three will drive traffic to your site, and while the third may take more planning and follow-through, it is probably the most effective way to drive traffic to your site over time.
Have you already given any of these a try? How do you take steps to drive more traffic to your website?