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Why Your Business Website is a Little Bit Like a Houseplant

And what you can do to make sure it doesn't die

I’ve got a confession to make: I’m a plant killer.

Yes, it’s true. Many a Peace Lily has wilted into a sad, dehydrated mass of south-facing leaves in my care. Countless coriander plants have taken their last gasping breaths on my kitchen windowsill as I breeze past on my way to the kettle, oblivious to their silent cries for water. 

It’s not something that I’m proud of, in fact quite the opposite is true. But this weekend, as I attempted to rescue yet another parsley plant from the edge of death, it dawned on me that perhaps the life of a forgotten house plant is a pretty great analogy for something else.

And that, my friends, is the proverbial Neglected Website.

The growth spurt

Most business owners have been there. The thrilling moment when, after months of design work, writing, and testing, the big green button is ready to be pressed, and your website springs up into the world. It’s fresh and bright, a thing of beauty to be admired from every angle.  A flurry of ‘excited’ and ‘thrilled’ social posts sends a cohort of new visitors to your domain, and you sit watching your site traffic report grow in a pleasingly upward trajectory.

The slow wilt

And then something happens. Or should I say, nothing happens. Your visitor numbers stagnate. Maybe they even start to decline. Suddenly, refreshing your site analytics becomes less of an enjoyable pat-on-the-back and more like a self-destructive habit that you can’t kick. 

So what’s the problem? 

You’ve been forgetting to water your plant. 

Your business isn’t going to grow itself.  Your website isn’t self-watering. To keep it thriving, you need to tend to it. That means not only sending customers to it through a variety of marketing channels, but also updating the on-site content and keeping it fresh and relevant. 

5 ways to bring traffic to your website and keep your site thriving

Content, Content, Content

One of the best ways to keep your website alive is to make sure it is regularly updated with relevant content. Be it blogs, articles or how-to-guides, provide value to your customers with fresh content to keep them coming back for more. 

Always be optimising (ABO)

New customers won’t just stumble upon your website by accident. Your website needs to address a need or desire, and it won’t show up in Google unless your website is optimised for the search query they are typing in. 

Ad it up

Running targeted ads on Google or social media allows you to get in front of the people who are interested in the product or service you offer. Even a small amount of spend behind an Instagram ad targeted at the right demographic can help grow your reach and send interested prospects to your website to find out more. 

Get social

A fail-safe way to get potential customers to visit your site is by posting engaging content across social media channels. Whether you’re posting a teaser reel on Instagram or a more in-depth educational video on YouTube, the content should act as a taster for the services or products they will find on your site, and encourage them (usually subconsciously) to visit your website.

You’ve got (e)mail

Building an email list of customers who have opted in to receive marketing emails is an incredibly efficient way of making sure customers return to your site. Not only do you own this customer data (unlike with platforms like Instagram, Facebook and Google who make you pay per click or view), but people tend to be much more likely to make a purchase off the back of a marketing email.

According to Sales Cycle, 59% of people say that email marketing affects their purchasing decisions, and 50.7% buy something through email marketing at least once a month. If you’re not building your email database, you’re missing out on a key water source for your website!

Looking for copywriting services to help lighten the load?

There are so many tools and methods for attracting more customers to your site, but it can be overwhelming for stressed out business owners to navigate. Remember, it doesn’t have to all fall down to you to keep your website alive. What if you had an experienced gardener on hand, watering your website with words designed specifically to help it grow and thrive?

Whilst I may struggle to keep your houseplants from heading to an early grave, I can help you to grow your customer base with engaging, relevant content that will keep your website numbers facing skyward. 

Ready to hand over the watering can?

I make it easy to find the right words to grow your business. Drop your details in the contact form below and prepare to watch your business bloom. 🌱

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