How to drive traffic to your commercial website
You may have the greatest website in the world, but if no one
comes visiting and no one can find it what’s the point. Here
are some simple ways that chartered surveyors and commercial agents
can drive traffic to their company website. So as we enter the
holiday season and your workload gets just that little bit easier,
perhaps now is the ideal time to put some of these simple tips into
1. Easy Recommendation
Make it easy for visitors to recommend your website, (and
therefore your business) to colleagues and contacts that they think
will be interested. Add a "Recommend This Site" button in a
prominent place on the page. By hitting this button an email with a
link to your website will be sent to the recipient.
2. Spread the word
If you produce a regular newsletter, html mailer or e-zine, make
it easy for new readers to subscribe. Identify your websites most
viewed pages and include a simple subscription box. If you produce
interesting content, expressing a strong opinion, these mailers in
turn will be shared. And of course there’s a chance
you’ll engage your audience too.
3. Get Social
Embrace social media. Nearly all of the leading commercial
property agents have some sort of social media presence, with some
taking platforms like Facebook,
YouTube very seriously. Just look at Knight Franks cracking
Facebook page and Jones Lang LaSalle’s extensive YouTube
channel. And people have the cheek to say the Commercial Property
sector is conservative and behind the times!!
Many of these social media platforms can be branded and all can
be setup relatively quickly. They will enable you to engage and
network with people in your particular niche. Any activity on these
platforms linked back to your website will drive traffic to your
commercial property website.
4. The Magic 3 Letters – SEO
search engine optimisation covers a number of process applied
to website design, construction and content creation that ensures
your website consistently gains a high ranking on search engines
like Google. We’ve talked about SEO at length in past
articles because we believe
website design and SEO are inextricably linked.
Search engines will look for relevant keywords in your titles,
headings, page urls and of course body copy. The selection of the
right keywords can be an art, as too the writing of fresh and
regular copy that includes them. These keywords should not be
solely limited to the copy of your site, but used in any mailers
and newsletters you produce.
Ultimately high Google rankings will drive traffic to your
5. Link Up
Aside from the obvious advantage of various websites linking to
your website, part of your search engine ranking will be based on
the number of and the quality of, websites that search engines can
see linked to your website.
So activity aim to increase the number of back links to your
website. Submit your site to relevant directories, articles to
special interest news sites. Link to niche resource pages and ask
your clients and partners for links.
Don’t just link to your home page, but look for quality
links to pages throughout your website.
6. Content, Content, Content
Many of the above solutions involve the creation of regular,
relevant and readable content. You have been in the commercial
property market for years, you’ve seen it all - booms, busts,
good times and bad – you must have an opinion and an insight
that you can share with people.
Most of all, establish your personality across the content you
produce, its what will make you standout from the competition and
what your audience will connect with.
Philip Burrows, Marketing
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