A Tool for Growth, Not a “Field of Dreams”
We’ve all heard the famous line from Field of Dreams: “If you build it, they will come.” It’s a great movie moment – but let’s be real, that’s not how websites work. Simply putting up a website, no matter how great it is, isn’t going to magically attract visitors or bring in business. As of 2023, there are over 1.13 billion websites on the internet, according to Internet Live Stats. Just existing online doesn’t guarantee visibility or success. To stand out in this vast digital landscape, you need proactive strategies for marketing our website that attract and retain visitors.
Instead of a field of dreams, think of your website as a powerful tool, a digital hub that needs some intentional work and strategy to reach your target audience. In other words, building the site is just the first step. To drive actual traffic, you need to actively market it and invest in strategies that make it visible.
Here’s a guide to getting the most out of your website, starting with foundational SEO and leading into more advanced strategies for bringing clients to your door.
1. Understanding SEO
SEO (Search Engine Optimization) is essential to making your website visible to the people searching for what you offer. However, it’s important to know that SEO isn’t a quick fix or a “one and done” task. It’s an ongoing, strategic process that takes time, consistent effort, and a budget to really see results.
Here’s the breakdown:
- Basic SEO (Essential for Any Site): Basic SEO is foundational, covering things like keywords, meta tags, image alt tags, and a clean, crawlable website structure. It’s essential – and if I built your website, these basics are already there. This ensures your site is ready to be indexed by search engines and that your target keywords are in the right places. But this is just the groundwork. Think of basic SEO as setting up your shop: the lights are on, the signs are clear, and everything is ready – but you’re still waiting for foot traffic.
- An SEO Strategy (For Bringing Clients to You): A full SEO strategy goes beyond these basics. It’s about building authority, improving search rankings, and creating a content plan that draws people to your site over time. This might include blog content, ongoing keyword optimization, link-building with reputable sites, and even tracking metrics to see what’s working. With an SEO strategy, you’re actively working to get your site in front of more people. This approach requires time and investment but has a compounding effect – the longer you work at it, the more traffic and clients you attract.
2. Social Media Marketing
Social media is your megaphone in a crowded online world, helping amplify your site’s content and connect with your audience where they already spend time. But rather than random posts, focus on sharing useful, engaging, or educational content that links back to your website. If you offer free resources, how-tos, or courses on your site, share teasers or snippets that get people interested and eager to learn more. Every post should serve a purpose, inviting your followers to visit your site for the full value. With a thoughtful social media strategy, you’re not just driving traffic; you’re building an engaged community that sees your site as a resource worth returning to.
3. Lead Magnets & Email Marketing
Let’s talk lead magnets. A lead magnet is a free, useful resource – maybe an e-book, a checklist, a template, or an exclusive guide – that you offer in exchange for visitors’ email addresses. It’s like saying, “Hey, here’s something you’ll love, just drop your email, and it’s yours.” Lead magnets attract people who genuinely care about your content, which means they’re already interested in what you offer.
And once you have their email? That’s where email marketing shines. With an email list, you can stay connected with these potential clients, share updates, new blog posts, product releases, and exclusive offers that bring them back to your site and keep you top of mind. Email marketing is one of the most effective ways to build relationships and turn one-time visitors into loyal customers.
4. Quality Content
With billions of websites out there, standing out in the crowd means offering content that genuinely matters to your audience. When you consistently post high-quality, relevant content – like blog posts, infographics, video tutorials, or even mini-courses – you’re not just filling your site with words, you’re creating a resource that brings people back. This type of content doesn’t just attract visitors; it builds trust, showcases your expertise, and strengthens your SEO. Each piece of valuable content you publish makes your site a go-to destination for your audience, giving them reasons to visit regularly and engage with your brand.
5. Build Authentic Connections & Create a Community
Relationships are everything in business, especially online. Beyond connecting with clients, reaching out to service providers who offer complementary services for your ideal audience can open valuable new doors. For example, if you’re a wellness professional like a midwife, coach, or therapist, partnering with a nutritionist, doula, or physical therapist can help you both reach more people with aligned needs. By collaborating on projects like guest blogs, social media posts, or even joint workshops, you each bring added value to your audiences without competing. These connections foster trust, build your network, and position you as a connected, reliable resource in your field – leading to organic growth, referrals, and a supportive professional community.
6. Boost Local Visibility with Google My Business
If your business serves a local audience, setting up a Google My Business (GMB) profile is essential. GMB helps your business appear in local searches and on Google Maps, making it easier for potential clients to find you.
Start by claiming or creating your profile at Google My Business, and ensure every detail is accurate, including your name, address, phone number, website, and business hours. Add high-quality photos, select the right categories, and encourage happy clients to leave reviews. Use the post feature to share updates, offers, or new content, and monitor insights to see how people engage with your listing.
An optimized GMB profile builds trust, boosts your local SEO, and connects you with clients ready to take the next step.
Going Beyond the Basics: Creative Strategies to Drive Growth
Once you have the foundational strategies in place, it’s time to get creative with more advanced tactics.
1. Host Virtual Events
A virtual event – whether a webinar, Q&A, or product demo – can attract new visitors and generate buzz around your site. Promote it on social media, send invites to your email list, and use it as a way to build your brand while engaging with potential clients.
2. Expanding Reach and Influence
Elevate your growth with advanced, high-impact tactics that amplify your reach and position your brand as a trusted authority, opening the door to new audiences. A joint event, a shared blog post, or a cross-promotion can introduce your site to people who might not have found it otherwise. These strategies go beyond everyday marketing efforts to create powerful connections and visibility.
3. Run a Social Media Challenge
A social media challenge is a fun way to create organic engagement. Encourage people to participate, tag friends, and use a branded hashtag. This spreads the word and drives traffic to your site, where people can learn more.
4. Establish Authority in Your Industry
Being active in industry groups, forums, or social media discussions can position you as an authority. The more you share helpful insights, the more likely people will want to check out your website to learn more.
5. Lead Magnets, Revisited: Fuel Your Email List
Lead magnets aren’t just about capturing emails; they’re about building long-term relationships. When you offer value upfront, you attract people who are genuinely interested in your expertise. To nurture this audience, use a thoughtful sequence that introduces your services, shares in-depth content, and invites further engagement. Regular newsletters with helpful tips and exclusive offers keep your audience engaged and encourage timely action. A well-curated email strategy not only drives repeat traffic but also builds trust, positioning you as a go-to resource for future conversions. Your email list becomes the foundation of your email marketing – a powerful tool for driving repeat traffic and conversions. Unlike social media, where you’re at the mercy of algorithms and platform changes, your email list is a warm audience fully owned by you, making it the most valuable asset for building direct, lasting connections with your audience.
6. Add Interactive Content
Quizzes, polls, and surveys are excellent tools for engaging visitors in an interactive way. Not only are they fun and shareable, but they also create a sense of participation, encouraging visitors to return for more. These interactive elements can help you gather valuable insights about your audience, tailor content to their preferences, and strengthen connections by making them feel heard. Plus, when designed thoughtfully, they can be a great way to guide potential clients toward relevant services or products, while keeping your site dynamic and inviting for repeat visits.
Final Thoughts: Your Website is a Marketing Tool, Not the Finish Line
Your website isn’t a “Field of Dreams.” Simply putting it up won’t automatically bring in clients. But when you market it strategically – with strong SEO, content, social media, and relationship-building – it becomes a dynamic tool that supports your business goals. It takes time, effort, and sometimes investment, but the rewards of a well-marketed website are worth it. Treat it as a place that evolves with your business, grows with your audience, and helps you reach the people who need what you offer.
With the right approach, your website won’t just be your businesses online presence – it’ll become a thriving hub that attracts new clients, fosters trust, and supports the growth of your business.
