In an ever changing market where Google’s algorithm is king, the two most valuable metric for your website are “time” and “click throughs”. Specifically, the amount of time a visitor spends on multiple pages across your website. It’s not enough just to have your website visitors click on a single page on your site, and then not do anything. The time they spend on a page, coupled with what your website visitors do on your site – that’s the gold you’re looking for.

A website visit shares much of the same attributes as passing a person in the hallway at your work or on the street. If you barely make eye contact, and merely exchange pleasantries, it’s safe to say the exchange/visit was not relevant. If, however, the two of you stop, talk a bit, get caught up, understand what each other is doing, or what each other needs – that is a relevant visit.

On your website, if the person visiting merely lands on a page, then subsequently hits the ‘back’ button, it’s akin to the first example of not even making eye contact with your associate when you walk past them. The visitor needs to stay a while, and then have some form of an exchange; clicking a button, watching a video, or even moving to the next page.

While Search Engine Optimization and Search Engine Marketing are two very important pieces of the puzzle, having just those two is woefully short sighted.

Website Visitors Like Appealing Design

Before we proceed further it is definitely worth mentioning that when a visitor first arrives at your website you have but a few seconds (or less!) to encourage them to stay. Whilst the visitor is not likely to be a website design expert they will naturally be drawn to a well designed and user friendly site. This means that your site should be easy to navigate with simple main tabs and sub pages below it. There should also be one navigation located at either the top or left side of the page and one in the footer. Your site should also clearly identify how your website will fulfill the visitors needs and wants.

So, having said that, let’s look at the three best things you can do, right now, to improve the time a visitor stays on your site:

#1 – Give Them A Reason To Stay

A video, a video gallery, an audio or written content are all fantastic ways to capture your visitors attention. Once engaged, it is vitally important that you let them know exactly what is expected of them while they’re on your site. Giving explicit instructions is always welcome. Explicit instructions are needed because research has proven that the more choice you give, and the less clarity, means more confusion and a higher click off rate.

#2 – Give Them A Reason To Continue

Keeping people engaged is vital and there are various ways to do it. Always link one post to another within your blog so there is always another reason for the visitor to stay on your website. It’s not just good for you, it also helps your website visitors find more relevant information. Consider setting up a “recommended posts” footer so people can see other similar articles. Use other strategies also. “Click Here To Continue” just isn’t enough these days. “Click Here To Validate Your Answers” is getting better; “Click Here For Your Grade And Free Coupon Code” sounds even better. Take a page from Paul Harvey’s “The Rest Of The Story” – keep your audience engaged, drip out pieces of a story, and make them want to click another button.

#3 Give Them A Reason To Come Back

Regardless of what you’re selling, you’ll eventually want to update something about it. If possible, you’ll want to give that update away – at least at a discounted price, if not for free. Ask your visitor if they’d like to be notified when updates are made, or a new chapter is released, or when the graphics are finally added… whatever the case might be, you want them to come back.

Everybody’s time is valueable. The mere fact that someone has taken the time to visit your website amongst the millions of others out there is worth something in-and-of itself. Follow these steps and you’ll do more than make a sale or find a new team member; you will create a long term relationship and they will will return to your site time and time again.

Are you getting user experience feedback from your website visitors?