Soon after a website goes live, one of the most common questions business owners ask themselves is “How many visitors should my website be receiving?” Unfortunately, there isn’t a one-size-fits-all answer. It varies from business to business. In order to get closer to that answer, you will need to consider the following:

How large is your business?

Are you a local, mom-and-pop shop? Or are you a large, national corporation? Local businesses typically do not need as many visitors as a large corporation. Logically so, local businesses really only need local visits to survive on a daily basis. On the other hand, a national corporation’s target audience is the entire country, requiring a large budget and a larger online campaign.

What industry are you in?

Are you in a competitive industry? Are you in a niche industry? How often do people need your service? If your business is in a more popular industry, chances are you will get more visits to your website. For instance, people will more often search for restaurants than they will a home remodeling company. To support this, we all know that more pizzas are being consumed on daily basis than there are homes being reconstructed. However, this doesn’t mean that home remodeling companies aren’t as profitable. We also all know that one home remodeling job is much more expensive than one pizza.

Are there trends in your industry?

When looking at your website traffic, it’s not uncommon to see that the amount of visitors will fluctuate from time to time. This is not a cause for concern if your business has certain trends and seasonalities. For instance, less people will be searching for tree services in the winter. Instead, you will likely find them searching for snow removal / snow clearing. Another example can be seen with HVAC companies. In the summer, air conditioning repair will be highly searched whereas in the winter, heater repair will be highly searched. To take advantage of your seasonalities, offer specials / discounts that cater to those services and advertise them through pay-per-click ads. Then, remember to update your ads every time the season changes.

Are you getting the right traffic?

Last but not least, are you converting your visitors? At the end of the day, what matters most is that your website is receiving the right traffic. You can get 10,000 visitors a month, but if those visitors aren’t converting into customers, it won’t ever benefit your business. Wouldn’t you rather have 1,000 visitors with a 90% conversion rate over 10,000 visitors with a .01% conversion rate?

An easy way of measuring conversion is by analyzing your data. Look at how many people are visiting your contact page (or your “find a location” page), how many are submitting forms, how many of your callers have said that they found you online. While this won’t give you insights into every single conversion through the website, it will definitely give you a highly accurate estimate.

After tracking your website for at least several months after going live, you also want to make sure that you are receiving a steady flow of visitors and/or seeing a positive trend of increased visitors as time goes on.

In the end, we highly recommend not getting too focused on exact numbers. Statements like “If I just received 100 more visitors each day, my business would be profiting.” place a limit on yourself and your business. Rather, focus on growing your online brand and effectively improving your campaign, and those visits will come naturally. Remember, just because one business receives 1,000 visits rather than 10,000 visits does not mean it’s a bad website. If those 1,000 visits are converting into customers and the business is growing, then you’re doing just fine.

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