In the high-speed world of digital marketing, it's easy to get caught in a numbers game. "How many visitors?" "How much traffic?" "How many impressions?" These are the metrics we love to chase. But here's the truth that many overlook: driving people to your website is only half the battle. What matters just as much, if not more, is what happens next.
In the UK’s ever-competitive online landscape, where millions of businesses vie for attention, understanding how to not just attract, but also convert, visitors is what separates thriving brands from those stuck on the treadmill of 'traffic without results'.
For us at Ditto Digital our SEO campaigns have conversion rate optimisation (CRO) built in as a natural next step once traffic reaches an optimum level. For one client we’ve worked with for many years we have gained a deep understanding of the impact that an effective SEO campaign combined with CRO can have on the success of a business. So we thought we’d share some basic tips that we’ve learnt along the way.
The fundamentals: getting people to your site
First things first: you do need to bring people through the virtual door. And enough of them to make any conversion rate tests meaningful. Here are three ways to do that (although there are, of course, other ways):
1. Search Engine Optimisation (SEO)
Organic search traffic is still the backbone of web success. Optimising your site for Google means ensuring your content is relevant, trustworthy, and technically sound. Keyword research (finding out what your audience is actually typing into browsers), creating high-quality content, optimising the website code, and ensuring fast, mobile-friendly design are necessities.
2. Referrals
Referral traffic ie visitors who arrive via links from other websites, is another essential ingredient. Building partnerships, getting mentioned in relevant blogs, news outlets and other websites can drive valuable, interested audiences straight to your site.
3. Social media
Facebook, LinkedIn, Instagram, TikTok - the platforms may differ depending on your industry, but the principle remains the same. Be present on the platforms where your audience spends their time. Strong organic posts and community engagement all help create a steady stream of traffic.
Yet, even if you master SEO, referrals, and social media, and any other methods of driving traffic to your website, there’s a critical truth. Traffic without action is just noise.
Beyond traffic: why clear calls-to-action matter
Once visitors arrive, they need clear direction, not vague, wishful thinking. They need clear, compelling calls-to-action (CTAs) that guide their next steps.
Imagine walking into a shop where no one greets you, no signs point to the tills, and the layout leaves you feeling confused. How long would you stay? Websites work the same way.
Every page of your website should have a purpose and a next step. Whether it’s signing up for a newsletter, requesting a quote, downloading a guide, or making a purchase, your CTAs need to be:
- Visible: Above the fold where possible and repeated naturally throughout the content.
- Specific: "Get your personalised quote", not just "Learn more".
- Relevant: Tailored to the stage of the buyer journey the visitor is in.
Mapping the customer journey: different visitors need different things
Another crucial reality is that not all visitors are ready to buy straight away. Far too few websites, in our experience, are well-designed for the different stages of the customer journey.
Smart marketers understand that website visitors are at different stages of their decision-making process so websites should cater for that. A good way to think of this is map three basic stages (you can expand these later) such as:
- Awareness: They’ve just realised they have a problem or need (eg "I need to take a training course.")
- Consideration: They are comparing options (eg "Should I do a face-to-face training course or an online course?")
- Decision: They are ready to act (eg "Which training provider should I contact?")
If your website speaks only to the 'ready to buy' audience, you risk losing everyone else. And those people could be genuine potential customers, given time.
How to tailor the journey
- For awareness stage visitors: Offer helpful blog articles, videos, podcasts or downloadable guides that educate them. Example CTA: “Listen to our free podcasts”
- For consideration stage visitors: Provide case studies, comparisons, reviews, or FAQs that make decision-making easier. Example CTA: “See how one man used AI to pass his exam”
- For decision stage visitors: Make it as easy as possible to convert with strong, direct actions. Example CTA: “Book a course today”
Traffic is just the beginning
In the UK’s increasingly sophisticated digital economy, winning online is not just about more visitors. It's about better journeys. It’s about moving away from a mindset of "how many hits?" to "how many meaningful actions?" It’s about guiding visitors, building trust, and meeting their needs at every step because it’s not just about being seen - it's about being chosen.
So, of course, you need to invest in SEO, social media etc but make sure your website isn't just a destination, but a journey. A journey where every click is carefully designed to turn casual interest into loyal custom.
Copyright 2025. Featured post written by Michelle Symonds of Ditto Digital.