More Than Hits: Decreasing Visitors to Improve Conversions

More Than Hits: Decreasing Visitors to Improve Conversions

There’s a pest control company in Virginia that contacted us about a problem they were having with conversions. They were receiving over 1000 hits a month (a lot for a local pest control company) and not receiving nearly enough calls.

Looking into the data, the problem wasn’t conversions. The problem was the hits themselves. All of their visitors came from cities outside of their service area, 99% of which were outside of their state. All of their hits were coming to their blog, and their blog was not location-specific or location-relevant.

Our sole goal was to increase their local presence, and so we strategized by:

  • Redoing all of their core pages and turning them into long form content.
  • Writing location-specific blog posts.
  • Distributing press releases related to location specific information.
  • Adding hyper-targeted service pages.
  • Placing location schema on the site, and more.

Their hits have stayed roughly the same, but their conversions are up significantly, because the people visiting the site now are all locals that are looking for pest services, not random people from around the world looking for fun facts about mice.

What matters is not visitors. What matters is the relevancy of those visitors. For all local businesses, 10 targeted hits is better than 1000 hits from around the globe. Sometimes, it’s best not to bother focusing on whether or not your hit count is