Website Growth: Why You Shouldn’t Rely on Just One Traffic Source
- Heather Pieczonka
- May 6
- 6 min read
If all your website traffic is coming from one place - like Google Search or Instagram - you're leaving your business vulnerable. Algorithms change. Platforms fade. Ads get more expensive. And when one traffic source takes a dip, so does your business.
That’s why a multi-channel traffic strategy is essential. It doesn’t just spread your risk - it increases your reach, builds resilience, and creates multiple pathways for customers to find you.
1. Organic Search (SEO)
Yes, search traffic is still king for long-term growth. With a well-optimized website, blog content, and Google Business Profile, you can attract people who are actively searching for what you offer. But SEO takes time - and Google’s algorithm isn’t in your control. That’s why the rest of this list matters.
If you are confused about SEO or how it works, give us a call - it’s one of our specialties!
2. Email Marketing
Your email list is one of the few things you own. Whether it’s a weekly newsletter, a special offer, or a reminder about new blog content, email drives targeted traffic from people who already know, like, and trust you. Pro tip: always offer value - don’t just sell.
How to Get People to Sign Up
Email newsletters are great - but you’re probably asking - how do I get them to sign up in the first place? Give them a reason. Offer something valuable in exchange for their email - like a discount, free guide, checklist, or exclusive content. Keep your sign-up form simple (name + email is enough), and place it where people will see it - your homepage, blog, or as a pop-up. Make it clear what they’ll get and how often. The more helpful your offer, the more likely they’ll subscribe.
3. Social Media (Organic)
Social media platforms like Facebook, Instagram, TikTok, and LinkedIn can drive real traffic - especially when you use content that links back to your website. Think value posts, reels, short tips, and blog teasers. But again: don’t build your entire business on one app.
How to Start with Social Media (Even If You’re Busy)
If you are just starting with social media, don’t try to do it all. Pick one platform where your audience hangs out most. Start by posting once or twice a week with simple content:
Tips
FAQs
Behind-the-scenes
Links to your latest blog
Repurpose what you already have - turn a blog post into a quote, a checklist into a reel, or a product photo into a story. Use a free tool like Canva to help you create visuals or Later to schedule posts in batches. Keep it simple and consistent - you don’t need to go viral, just stay visible.
4. Paid Ads
Paid traffic through Google Ads, Facebook/Instagram Ads, or even YouTube can bring fast results. You’re essentially buying attention. When done right, ads can drive highly qualified leads to landing pages or product pages. Start small, test often, and track results.
When deciding between ads on social media and ads on Google, consider this:
Google Ads = catch people who are already looking
Social Media Ads = get in front of people who don’t know they need you yet
The key difference lies in user intent - in other words, what the person is doing when they see your ad.
Google Ads: Intent-Based Advertising
Google Ads are best when people are already searching for your product, service, or solution. This is called high-intent traffic. For example:
Someone types “emergency plumber near me” or “best life insurance for families”
They’re actively looking for help, and your ad shows up at the top of the results
Best for:
Services or products people know they need
Immediate solutions (e.g., repairs, consultations, bookings)
Businesses that want leads now
Social Media Ads: Awareness-Based Advertising
Social media ads (Facebook, Instagram, TikTok, LinkedIn) are shown to people based on interests, behaviors, or demographics, not search terms. That means your audience might not be actively shopping - but you can grab their attention and create demand.
Think of it like this:
They didn’t search for “custom backyard remodels,” but your beautiful video ad shows up in their feed, and now they want one.
Best for:
Introducing new products or services
Building brand awareness
Inspiring action with visuals, stories, or testimonials
Products that are bought impulsively or emotionally
5. Referral Traffic
Referral traffic comes from other websites linking to you. It could be from guest blogs, online directories, or someone featuring your content. High-quality backlinks help SEO too, but they also bring direct visitors from trusted sources. Think partnerships, mentions, and features.
My best kept secret? HARO. Short for Help A Reporter Out, HARO connects journalists with sources (that’s you) by sending a daily email with journalist requests. If you have the knowledge they are looking for, you could get featured in online magazines, news and other media.
6. YouTube or Video Marketing
YouTube is a search engine, too - and it can be a serious traffic driver. Create helpful, entertaining, or educational videos and direct viewers back to your site through links in descriptions or video CTAs. Short-form video on platforms like TikTok or Instagram can also direct users to your website.
Where to Start If You Don’t Have Video Editing Skills
You don’t need fancy gear or editing software to start. Use your smartphone and record short, simple videos - like answering a common customer question, sharing a quick tip, or showing how something works. Speak clearly, keep it under 2 minutes, and shoot in good natural light.
Use free apps like CapCut or InShot to trim or add basic text. Most platforms reward authenticity, not perfection - so just start talking to your audience like you would in person. You’ll get better as you go!
7. Podcast Appearances (or Hosting Your Own)
Being a guest on podcasts (or launching your own) positions you as an expert and opens up new audiences. Many podcast listeners visit the guest’s website afterward to learn more. It’s a great long-term visibility tool and helps build brand trust.
How to Find Podcasts & Pitch Yourself
Search for podcasts in your niche on platforms like Apple Podcasts, Spotify, or use tools like Listen Notes, Podchaser or PodMatch. Look for shows with active episodes and audiences similar to your target customers.
When pitching, keep it short and focused - share who you are, what value you can bring to their listeners, and a few suggested topics. Make it about helping their audience, not promoting yourself. A simple, well-crafted email goes a long way!
8. Online Communities & Forums
Reddit, Facebook Groups, Quora, Slack groups, and industry-specific forums are excellent for driving targeted traffic - if you provide value first. Don’t just drop your link. Engage in the conversation, share insights, and link only when it’s helpful.
9. Collaborations & Cross-Promotion
Partner with other businesses to promote each other’s content, services, or events. You can do cross-promotional emails, bundle offers, or co-host webinars. This gives you access to their audience - without paying for ads.
Where to Find Collaboration Partners
Start with your local network - think chambers of commerce, business networking groups, or co-working spaces. Look for non-competing businesses that serve a similar audience (e.g., a wedding planner partnering with a photographer).
Online, try Facebook Groups, LinkedIn, or communities like Alignable or Meetup. Also check out who your peers are already tagging or collaborating with on social media. Reach out with a simple message: suggest a win-win idea, keep it low-pressure, and focus on shared value.
10. Local Listings & Directories
If you’re a service-based or local business, getting listed in directories like Yelp, Apple Maps, Bing Places, and niche directories (like Houzz for contractors or Zocdoc for healthcare) can send targeted, ready-to-buy visitors straight to your site.
Find more specifics in our blog post: Where Your Business Should Be Listed for Maximum Visibility.
Why Mixing Your Traffic Matters
Here’s the big picture: if 90% of your traffic comes from Instagram and the algorithm tanks your reach, what happens to your sales?
But if 20% comes from SEO, 15% from email, 25% from social, 10% from ads, 15% from referral links, and the rest from directories or YouTube - you’re not only safer, you’re stronger.
Plus, different traffic sources work for different stages of the customer journey:
SEO hits people actively looking for a solution.
Social media builds brand awareness and trust.
Email keeps them engaged over time.
Ads get you in front of new, cold audiences quickly.
The best traffic strategy isn’t “pick one and go all in.” It’s “stack and test.” Build a mix that works for your business, budget, and audience.
Start with one or two additional traffic sources and grow from there. Over time, you’ll build a more stable, scalable, and sustainable flow of visitors - and more opportunities to grow your business.
Looking For Direction?
Need help figuring out which traffic sources are right for you? Let’s talk. A short strategy session could unlock your next breakthrough.