Understanding Traffic for Stand-Alone Sites Like Shopify
I get this question a few times a week: "I launched my website, but no one is buying—what am I doing wrong?" Spoiler alert: it's not your products, it's not your logo, it's not your images.
If you’ve been selling on platforms like Etsy, Amazon, or Faire, launching your own Shopify or stand-alone website can feel like a different beast. Here’s the truth: marketplaces bring the traffic for you. They have built-in audiences. With a stand-alone site, you’re responsible for driving people to your products. So, how do you do that? Let’s talk about getting traffic—slow versus fast—and how to flip that switch.
The Difference Between Marketplaces and Your Own Website
When you sell on marketplaces like Etsy or Amazon, the platform itself is doing a lot of the heavy lifting in terms of visibility. They’re established with millions of buyers coming through daily, which means your products are more likely to get in front of customers just by being there. However, when you launch your own website, the traffic doesn’t just magically appear—you have to go out and get it.
The good news?
You now have complete control over how your brand is seen, what the customer experience is like, and—most importantly—how to bring in traffic. So, how do you get people to your website?
1. Slow Traffic: Content and SEO
Content marketing and SEO (Search Engine Optimization) are long-term traffic drivers that can lead to sustainable growth. It’s the slow burn method, but it works when done right.
Create High-Quality Content:Blog posts, tutorials, behind-the-scenes stories—these give customers a reason to visit your site and help you rank higher on search engines like Google. For example, if you make handmade candles, writing a blog post on “The Benefits of Soy Candles” will give your site more visibility when someone Googles that topic.
Optimize Your SEO:Focus on keyword research and make sure your product listings, blog posts, and pages are optimized for terms people are searching for. What are your customers typing into Google when looking for products like yours? Use those words in your descriptions, page titles, and even image file names.
Real-World Example:
When I first launched my handmade skincare line, I wasn’t seeing much traffic on my site. I started by writing content about the ingredients I use and why they matter. Slowly but surely, I saw more visitors coming to my site through organic searches. It didn’t happen overnight, but the traffic I gained from SEO is long-lasting and sustainable.
2. Fast Traffic: Paid Ads
If you’re looking for faster results, paid ads are the way to go. Running ads on platforms like Facebook, Instagram, or Google can give you an immediate traffic boost. The key is targeting the right audience, which means getting super clear on who your customers are and using precise targeting.
Facebook and Instagram Ads:These platforms allow you to target users based on demographics, interests, behaviors, and even their past interactions with your brand (thanks to tools like the Facebook Pixel). Ads can be created to lead users directly to your product page, and with a strong call to action, they can result in sales much quicker than organic traffic.
Google Ads:Google Ads are great for reaching customers actively searching for products like yours. If someone searches “handmade soap,” your ad could pop up at the top of the page. This is powerful because the intent to buy is already there.
Real-World Example: Last year, I launched a new product line and used Pinterest ads to quickly spread the word. Within a week, I was seeing traffic and sales that would’ve taken months to build organically. I used strong visuals and copy that highlighted the benefits of my product, and it resonated with my target audience.
So, Which One is Right for You?
Content + SEO is a great long-term strategy that will keep paying off over time, but it takes a while to gain traction. If you’re in a rush or want to boost sales for a specific campaign (like a holiday sale), paid ads might be your best bet for fast results.
In an ideal world, you’d use a combination of both. Start building up your content and SEO in the background, while using paid ads to drive immediate traffic to your store. This balanced approach can create both short-term and long-term success.
Measure What Matters
It’s not enough to just get traffic—you need to make sure it’s the right traffic. Once you’re bringing visitors to your site, use analytics tools to track what’s working and what’s not. Are people dropping off before making a purchase? Maybe your product descriptions need work, or your checkout process could be simplified.
Key Metrics to Track:
Conversion Rate: How many visitors turn into buyers? If you’re getting traffic but no sales, it might be time to tweak your product pages or checkout process.
Bounce Rate: How many people leave your site after visiting just one page? A high bounce rate might mean your site isn’t delivering what visitors expect.
Customer Engagement: How long are people staying on your site? Are they interacting with your blog, product descriptions, or images?
Conclusion: What’s It Going to Be?
If you’ve taken the leap and launched your website, congratulations! That’s a huge step. Now it’s time to focus on driving traffic. Are you going to take the slow, sustainable route with content and SEO? Or do you need fast traffic to start generating sales right away with paid ads?
Either way, the key is to measure what matters and make adjustments as needed. Building a handmade business is a marathon, not a sprint, and understanding how to get traffic to your site is one of the most crucial skills you’ll learn.
So, what's it going to be?
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