Foreign trade websites play a crucial role in connecting businesses with international customers. However, it can be frustrating when there are no inquiries coming in. In this article, we’ll explore two common reasons for this issue and the corresponding solutions to improve the performance of your foreign trade website.
I. Inaccurate Target User Positioning
1. The Problem
Many foreign trade websites fail to clearly define and target the right users. They might assume the wrong audience or not focus on the specific needs and characteristics of potential business customers. As a result, the website doesn’t attract the right people who are likely to make inquiries or place orders.
2. The Solution
- Incorporate B-end Words on Pages: The potential users in the B-end (business-to-business) industry often use specific B-end attribute words when searching for products or services. By integrating these words into your website pages, you can make it more visible to the right audience. For example, if you’re selling industrial machinery, use terms like “bulk purchase”, “OEM manufacturing”, “wholesale supply” which are typical B-end words. These words not only attract the attention of real business clients but also tend to have a higher traffic conversion rate. It helps your website stand out among competitors when B-end customers are looking for relevant products.
II. Inaccurate Keyword Positioning
1. The Problem
Some website owners name keywords based on their own understanding rather than considering what the actual potential customers are typing into search engines. This leads to a mismatch between the keywords used on the website and the search terms of real buyers. As a result, the website may rank poorly for the searches that matter or attract the wrong kind of traffic that’s not interested in making inquiries.
2. The Solution
- Check Keywords with Google Search: Before finalizing your keywords, conduct searches on Google. See if the search results that appear are relevant to your products. If the top results are showing completely different items or services than what you offer, it means your keyword might be off-target. Also, distinguish between commercial words and information words. Commercial words are more likely to be used by customers who are ready to make a purchase or at least inquire about a product. For instance, “buy [product name]” is a commercial word, while “[product name] features” is more of an information word. Focus on using the former to target potential clients who are closer to making an inquiry or a deal.
III. Additional Tips for Improvement
1. Optimize Website Design
- Make sure your website is user-friendly, with clear navigation and fast loading speed. A good design encourages visitors to stay longer and explore your offerings, increasing the chances of them sending inquiries.
- Use high-quality images and detailed product descriptions that answer common questions potential customers might have.
2. Build Quality Backlinks
- Work on getting links from reputable industry-related websites. Backlinks can improve your website’s authority in the eyes of search engines, helping it rank higher for relevant searches and attract more targeted traffic.
3. Social Media Promotion
- Leverage social media platforms to showcase your products and drive traffic to your website. Share engaging content, product updates, and special offers. This can expand your brand’s reach and attract potential customers who may then visit your website and make inquiries.
When your foreign trade website isn’t getting inquiries, it’s important to analyze the possible reasons and take proactive steps to improve. By addressing issues like target user and keyword positioning accurately and implementing additional improvement strategies, you can enhance your website’s visibility and effectiveness in attracting the right international customers and generating valuable inquiries.
