Before someone can buy from your online store, they first need to be able to find it. However, 21% of business owners report low traffic as the biggest challenge for their websites. With only 22% of traffic coming from people entering the URL directly into the search bar, it’s crucial for businesses to diversify the ways potential customers discover their sites.
In this article, we present 15 website marketing strategies for 2025 that will help you promote your site across various traffic sources and convert visitors into customers.
1. Develop engaging web content
One of the best ways to promote your site is to fill it with compelling content. Content is what gives your site value to users; if you don’t have something valuable to offer, they won’t have a reason to visit.
Your content can take many forms. Much of it should be written, such as a blog, which is a fantastic tool for driving traffic. But you can also include multimedia content, such as videos.
Whatever the format, content should focus on offering useful information about your business or industry. For example, a financial advisor might share basic money management tips, while a restaurant might post recipes. The goal is to attract users who are interested in learning from you.
2. Make your site mobile friendly
Nowadays, most users access websites from mobile devices. In fact, Google uses an index based on mobile compatibility to rank sites.
That’s why it’s essential that your site is mobile-friendly. The best way to achieve this is to implement a responsive design, which automatically adapts pages to fit the size of the device’s screen.
Users should not encounter any problems when loading your content. Pages should load quickly, as most visitors abandon a slow site.
Optimize your site speed by:
- Web page cache
- Code Minification
- Image compression
- Reducing redirects
Also, make sure navigation is intuitive. Organize pages logically and place them in a visible navigation bar.
4. Reflect your brand on your site
One of the biggest mistakes when marketing your website is making it look the same as everyone else in your industry. If you want to attract visitors, your site needs to stand out, and the best way to do that is through branding.
The visual design of your site should reflect your business’s identity. If you have a signature color scheme, use it throughout your site. Also, use shape patterns and font styles that represent your brand.
The result of good branding is a unique website that stays in the memory of users. This will help them remember your page over those of the competition, encouraging them to return later.
5. Integrate keywords strategically
Without a doubt, the best way for users to find your site is to rank it in Google search results. But not every search is useful; you need your site to appear in searches relevant to your business.
To communicate to Google what queries your content should rank for, integrate relevant keywords. For example, if you’re writing an article about how to troubleshoot laptop sound issues, you might include phrases like “laptop sound not working.”
By focusing on queries related to your industry, you will attract a more receptive audience and generate more qualified traffic.
6. Get links from reputable sites
Another way to improve your website promotion is to get quality backlinks to your content. Backlinks are links from third-party sites to your page.
Specifically, you want to get backlinks from authoritative sites. When Google notices that trustworthy sites are linking to you, it assumes that your content is also trustworthy, improving your position in search results.
To get backlinks, review content from reputable sites in your industry and look for broken or outdated links. Then, contact the administrators of those sites and suggest replacing those links with yours, providing a list of relevant pages from your content.
Backlinks also help new audiences discover your site. If someone reads an article that includes a link to your page, they might follow the link and explore what you have to offer.
7. Launch a paid advertising campaign
An effective way to promote your website is through paid advertising campaigns. These ads can appear in different locations on the Internet, such as:
- The top of Google search results.
- Third-party website margins.
- Social media feeds.
- The “Promotions” tab in Gmail emails.
Most of these ads are pay-per-click (PPC) ads, meaning you only pay when users click on them. The ads direct users to landing pages that encourage them to visit your site or take a specific action.
You can use these landing pages to guide users to your website, where they can learn more about your business and eventually become customers.
One of the best places to find your target audience is on social media, no matter who you’re targeting. Even if your market is businesses, the decision-makers at those businesses are also present on social media.
How does this connect to your website? It’s simple: when you post content on your social media channels, you can include links that direct users to your site. For example, you could post an announcement about your most recent blog post, along with a direct link to the post.
The same goes for other types of social media content, such as case studies, contests, or industry news. All of these can include links to your website, allowing your target audience to discover you on social media and then move on to your site.
9. Start a YouTube channel for your business
Technically, YouTube is a social network, but when you use it for marketing, it functions as a category of its own. YouTube is a great tool for your video marketing strategy. You can post useful video content there, just like you post articles on your website.
Just like standard social media, you can use your YouTube channel to direct users to your website. For starters, you can include links to your site in your channel description, as well as in the descriptions of your individual videos. You can also mention in your videos that viewers should visit your site for more information.
10. Claim and optimize your Google Business Profile
Another way to attract more people to your site is by creating a Google Business Profile. You’ve probably already seen these types of profiles in local searches, like when you search for “restaurants near me” on Google and a map appears with several options and their details.
You can create a Business Profile for your company, and you should. This will help you rank higher in local business searches. Business Profiles on Google usually include a link to the company’s website. By including yours, more people will be able to directly access your page.
11. Email marketing
Email marketing is another common strategy in digital marketing and involves sending emails to encourage people to become customers.
Of course, for someone to subscribe to your email list, they must have visited your site first. This means that, in the context of website marketing, email marketing works as a remarketing strategy.
The goal is to reach people who have already visited your site and encourage them to return. The content of your emails can be more informative (like a newsletter) or more promotional, promoting specific products or services.
12. Collaborate with influencers
Influencer marketing isn’t right for every business. Depending on what you sell, you may not be able to find relevant influencers, or the cost of working with them may not justify the investment. However, in some industries, this strategy can be very effective.
Influencer marketing is paying people with large online audiences to promote your products or services. For example, if you sell tech products, you could partner with someone who has a tech-focused YouTube channel and offer them something in return for featuring your latest product.
The goal is to get followers of these influencers interested in your business and visit your website, which works very well for some companies.
13. Launch an affiliate marketing program
Affiliate marketing is a system where other people or companies promote your business in exchange for a percentage of the resulting profits. It’s a great way to promote your website without doing all the work yourself.
For example, if you own a veterinary clinic, you could partner with a local animal shelter. They would promote your clinic on their website, and you would track all sales that result from that promotion, giving them a percentage of each.
It is an effective way to promote your business, as the affiliate has a monetary incentive to do well. Although part of the income goes to the affiliate, the investment is usually worth it.
14. Encourage customers to leave reviews
When you promote your business directly, people might listen to you, but they will take your words with a grain of salt because you will obviously be speaking well of your own company. However, your customers’ opinions are much more reliable. That’s why reviews are a great way to promote your website.
Encourage your customers to leave reviews of your products or services. These can be posted on your Google Business Profile, on third-party sites like Amazon, or on local business listings. Depending on your industry, you may have other options.
When people see your customers speaking highly of you, they are more likely to visit your website and become new customers.
15. Run omnichannel marketing campaigns
If you want to significantly improve the effectiveness of your website marketing, one of the best strategies is to run omnichannel marketing campaigns. These types of campaigns span multiple channels at the same time.
It’s not just about launching separate campaigns on different channels, but about creating a single campaign with the same message and branding across all platforms.
This is crucial because people often jump between different channels. To truly reach them, you need them to see a consistent message from your business on every channel they visit.
