Many businesses face the challenge of growing their website traffic. At Touchpoint, we are no exception. Just a year ago, we had recently purchased the domain and started working on it, so it was completely new in this sense. Fast-forward to today, and we’ve managed to increase our website traffic tenfold.
This isn’t an overnight miracle, though. It is a result of strategic planning, diligent execution, and continuous optimization. In this blog post, we will walk you through the strategies and methods we employed to achieve this remarkable growth. You’ll learn about the tools we used, the experiments we conducted, and the lessons we learned along the way.
So, whether you’re a startup aiming to establish a digital footprint or an established business seeking to amplify your reach, feel free to use our insights to achieve your traffic goals.
As previously mentioned, increasing our website traffic required a well-thought-out strategy. It also needed a dedicated team to execute it effectively. We recognized the importance of aligning our goals with actionable steps from the start, ensuring that every team member was on the same page.
We focused our efforts on understanding our audience, creating targeted content, and optimizing our site for search engines.
Here are the steps that we followed.
We use a well-structured standard operating procedure (SOP) to ensure the consistency of our content development efforts. Our approach to keyword research and content creation is outlined below.
Thorough keyword research is key to understanding search intent. Our content marketing manager (CMM) is responsible for conducting keyword research, which involves:
We utilize tools like Ahrefs and Semrush to identify high-potential keywords that align with our target audience’s search behavior. We analyze search volumes and keyword difficulty, and we leverage long-tail keywords.
Once the keywords are identified, the next step is to create articles that resonate with our audience and rank well on search engines. Here are the components of this process.
A content pillar strategy is a method of organizing a website’s content around key themes or topics that are central to the business or industry. These pillars are comprehensive, high-quality pieces of content that cover a broad subject and act as the main hubs for related sub-topics.
We used this approach for two main reasons:
To implement our content pillar strategy, we first identified the themes most relevant to our audience and business goals. These became our main content pillars. We then broke down each pillar into sub-pages, each targeting a specific aspect or sub-topic related to the main theme.
Here are examples of some our content pillars and related sub-pages.
📑 Sub-pages:
We benefited greatly from this strategy in terms of search engine optimization (SEO) and user engagement. Adela Ionita, our senior SEO, explains how:
“Content pillars serve as the base of our strategy from an SEO standpoint. They are also a way to maintain structure and topical relevance when building a blog from the ground up. It makes so much sense for Google to reward this method of structuring blog content because it truly helped us create a collection of great quality and helpful knowledge resources for software as a service (SaaS) companies and more.”
However, one of our most successful content pillars is “Email templates.”
By focusing on this content pillar, we were able to attract a significant amount of traffic from businesses looking to improve their email communication with their customers. That’s because each sub-page delved into specific email communication scenarios, providing well-structured templates and practical advice.
The impact? Five of the seven articles within this pillar are in the top 15 best-performing pages on our website:
Image source: Google Search Console
Here is how that translates into numbers.
🤓 This content pillar strategy not only drove more traffic to our website but also positioned us as a thought leader in customer communication.
By strategically linking related content, we suggest additional sources of information to visitors. We use two types of internal interlinking on touchpoint.com:
We established a consistent pattern for interlinking. During each article draft review, we try to find relevant text anchors to ensure that readers can easily find related content. Each blog post should include:
🔗 By embedding these links naturally within the content, we provided additional value to our readers, encouraging them to stay longer on our website. This not only improved UX but also boosted our SEO efforts — search engines favor well-interlinked websites with rich, interconnected content.
Engaging visuals capture visitors’ attention, break up text-heavy content, and make information more digestible. We use visuals like images, infographics, and videos to make our content more appealing and convey complex ideas more effectively. At the end of the day, articles with relevant images do get 94% more views than those without.
Our design team consists of two talented designers, Misha and Alex, who have been instrumental in elevating the visual appeal of our website. They specialize in graphic design and illustration, bringing a keen eye for creativity to every brief. Misha is the main designer, while Alex acts as backup whenever Misha is not available.
Our designers and the CMM collaborate to create and integrate visuals into our content.
Misha explains how the creative process works on his end:
“Carefully selected and crafted graphics are a key factor in attracting traffic to a website. They not only capture visitors’ attention but also provide a positive UX, encouraging them to stay longer and return. With tools like Figma, creating and optimizing graphics becomes a convenient and efficient process, allowing me to quickly implement changes and enhance the quality of visual content.”
To illustrate the impact of high-quality visuals, here are some examples of high-performing posts that have benefited from exceptional visuals:
Integrating subject matter expert (SME) quotes into our content has been one of the cornerstones of our strategy to increase website traffic. Expert insights enhance content credibility and authority. They add depth to our articles, making them more valuable to our audience.
We use a combination of internal and external experts to acquire these quotes.
Our employees possess a wealth of expertise in various areas relevant to our industry. This is why the CMM asks internal experts for a quote during the drafting phase of a blog post. This ensures that our articles are enriched with practical, firsthand experiences, adding a layer of authenticity and depth.
Daniel Coste, our outreach specialist, describes how we reach out to external experts:
“Tools like Help a B2B Writer allow for easy interaction between writers needing the help of an SME and those with the right knowledge. Simply send a request with the details that need to be covered, and mark the specializations specific to your article (marketing, SEO, eCommerce, etc.). A person from the field will do their best to answer your query, with usually quite a quotable answer. The caveat, as with all good things, is the unmoderated bots running amok and people with virtually no insight that will send AI-generated answers. However, once you do churn the wheat from the chaff, you can find professionals with whom you could potentially interact over LinkedIn or email for further collaboration, dropping the intermediary platform.”
One post that significantly benefited from expert quotes is our sales pipeline stages article, which included multiple quotes from prominent industry leaders. Through their combined expertise, we created a comprehensive guide that was both informative and actionable, which resulted in the post ranking higher on search engines.
Social media channels act as a bridge between your content and your audience.
An example of a successful social media post was a LinkedIn post promoting our customer service meme article. The post included a compelling headline, personalized copy, an eye-catching image, and a link to the full article on our blog. The engagement metrics were impressive, leading to a notable spike in website traffic.
Daniel Ivan, our performance marketing manager, explains the impact of social media engagement on website traffic:
“High engagement levels on social media directly correlate with increased website traffic. Each like, share, comment, and retweet not only enhances the visibility of the post but also signals to social media algorithms that the content is valuable. By actively interacting with our audience through content like memes, quotes, insights, and stats, we’ve managed to create a stronger link, which drove more users to our website.”
Link building can have a major impact on organic traffic. A significant majority of SEOs (almost 80%) report a satisfying return on investment from their link-building efforts. We leverage high-quality backlinks to signal to search engines that our site is authoritative and relevant.
Our link-building team comprises two dedicated professionals, each specializing in a distinct aspect of the process.
These are the techniques that we use to acquire high-quality backlinks.
One of our most successful link-building initiatives is the backlink that we received from monday.com — domain rating (DR) 90 — to our customer contact channel article. This not only increased our website traffic noticeably but also boosted our DR.
Dragos was kind enough to elaborate on our link-building philosophy:
“Acquiring high-quality backlinks is an essential component of our SEO strategy. The key is to focus on creating valuable, shareable content and building genuine relationships within our industry. The techniques that we use not only enhance our backlink profile but also establish our brand as an authority. Remember, QUALITY ALWAYS TRUMPS QUANTITY IN LINK BUILDING; one link from a reputable site can be more impactful than dozens from lesser-known sources.”
Regular feedback loops have been instrumental in our efforts to refine strategies. They ensure that we are always aware of what is working and what needs adjustment. We have fostered a culture of open communication and constructive criticism at Touchpoint, one that helps us make data-driven decisions that lead to measurable improvements.
We use a mix of team and 1-on-1 encounters in order not to overwhelm our colleagues with too many meetings. Ioana Sima, our chief marketing officer (CMO), shares her insights on team management and feedback loops:
“Creating impactful content requires experimentation and continuous improvement. Our team tested various formats — written, video, and visual — and then analyzed user behavior to enhance our approach. We maintained a feedback loop using the PPP (Progress, Plans, Problems) method, bi-weekly team meetings, and one-on-one sessions to evaluate and refine our strategies.”
Initially, we held weekly team meetings to discuss progress, challenges, and solutions. As our processes became more streamlined, we shifted to bi-weekly. During these meetings, we align team efforts, share insights, and ensure that everyone is on the same page.
The CMM meets bi-weekly with the PMM for personalized feedback. Alexandra, our PMM, explains how we integrated knowledge about new product features and developments into our content:
“As we started to grow our website, our approach to content creation involved starting with overarching topics and expanding into specific sub-topics. This method made it easy to logically include mentions of the product that was being developed and demonstrate how it serves our audience’s needs. By working closely with Dragos Voicila, our CMM, we ensured that our content not only aligned with the product development and overall vision but also catered to the needs of our target audience.”
One significant outcome of our improvement processes is the refinement of our content writing. To identify and reduce unnecessary fluff, we developed writing guidelines, which were sent to all our writers. This change has led to more concise, impactful content that our audience loves.
To ensure that our team continues to grow their skills, we provide numerous learning opportunities. This includes attending events like Product Marketing Day and the SEO Estonia conference. These events allow our team to bring fresh, innovative ideas back to our work.
Apart from traffic, some other metrics that indicate holistic website growth have seen substantial improvements in the past year. These metrics provide a comprehensive view of our website’s overall health, authority, and visibility in search engines.
Here are the metrics that we analyzed:
Image source: Ahrefs
This is a metric developed by Ahrefs that measures the strength of a website’s backlink profile compared to others on a scale of 0 to 100.
We saw a 96% increase in our DR (from 29 to 57), indicating a stronger and more authoritative backlink profile.
This is another Ahrefs metric that evaluates the strength of a webpage’s backlink profile on a scale of 0 to 100.
We observed a 52% rise in our URL rating (from 4.6 to 7), which shows the enhanced strength and relevance of our content.
This metric tracks the count of unique domains that have links pointing to a website. It indicates the diversity and authority of a backlink profile.
Our number of referring domains rose 193%, from 176 to 517, demonstrating a broader and more diverse set of websites linking to us.
This metric estimates the cost of acquiring the same amount of organic traffic through paid search. It reflects the monetary value of a website’s organic search traffic.
Our organic traffic value rose from $2,020 to $31.9K (1479% increase), showcasing the significant monetary value of our increased website traffic.
We realize that our strategy for increasing website traffic is quite comprehensive. Below are our practical tips derived from it.
We’ve also put together a list of common pitfalls to avoid when trying to increase your website traffic:
Reflecting on our journey so far, it’s clear that strategic planning and consistent efforts were key to growing our domain. As our CMO greatly put it:
“We started growing touchpoint.com while the product was still in the development phase. We wanted to see how the domain could position itself in the customer support space and whether we could create top-of-funnel (TOFU) interest and awareness. Our long-term vision is to provide valuable resources to our target audience and the tools they need to achieve their goals by first capturing them through the blog and then converting them.”
This approach helped us lay a solid foundation for our marketing efforts, generating significant engagement from our target audience. However, it’s important to remember that driving TOFU traffic to the blog is just the first step. In a competitive space like ours, there’s a lot of marketing work ahead to convert this initial interest into sales.
For those looking to replicate our success, we encourage you to apply our methods to your own websites. Focus on delivering value to your audience early on so you can set the stage for long-term growth. The journey may be challenging, but with determination and the right approach, significant results are within reach.
Content marketing manager at Touchpoint. I am particularly adept at leveraging SEO to amplify brand presence and engagement. In my free time, I enjoy exploring the latest technology trends and playing drums.
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