Side Traffic: Give People Another Way to Find Your Business

Give Them Something They Can Use

I’ve been online for more than 30 years, and somewhere along the way, I’ve collected more domain names than I probably need. Some had a purpose when I bought them. Others were one of those, “That would be a cool idea someday,” purchases.

You probably have a few of those yourself.

I’ve been going through them and asking whether each one has a reason to stay. Can it earn something? Can it bring me a lead? Can I turn it into a resource that supports what I already do?

One example is CSSGenerator.com. If you’re unfamiliar with CSS, it’s the code that helps control how things look on a website. Spacing, colors, buttons, and quite a few other details can be adjusted with it.

The site lets someone experiment with those settings, see the results, and copy the code. It also explains what the code does.

Why give that away?

Because someone using it may eventually say, “I understand what I want, but I’d rather have somebody handle this for me.”

That’s where a link to my web services makes sense. They’ve already received some help. Hiring me becomes a natural next step.

You don’t have to build a code generator to use this idea. A photographer could offer a guide to choosing clothes for family pictures. A landscaper could create a project planning checklist. A bookkeeper could provide a worksheet that helps business owners gather their monthly records.

Start with something your customer needs help figuring out.

You Know More Than You Think

One thing I hear from business owners is, “I don’t know what I would write about.”

Then we start talking about their work, and within a few minutes, they’ve answered several questions that would make good content.

You answer these questions so often that the answers feel obvious. They aren’t obvious to the person who needs your help.

A plumber could create a resource called “Three Things to Check Before Calling a Plumber.” Some people will follow those steps and solve their problem. Others will read them and decide they would rather call someone who knows what they’re doing.

Both people received something useful. One may become a customer right away. The other may remember who helped them when a bigger problem comes along.

That’s why I don’t worry so much about giving away helpful information. Knowing what needs to be done and wanting to do it yourself are two different things.

I can explain how to fix something on a website. That doesn’t mean everybody wants to spend their afternoon fixing it.

Make the Information More Relevant

Another project I’ve been working on is ProfitFromWhatYouKnow.com. The idea is to help someone see ways to turn their experience into useful content.

They enter their profession, location, and specialty, and the tool generates ideas that fit their business.

During a training, I used the example of a dog trainer in Chicago who specializes in large dogs. That gave us much more to work with than just “dog training.”

Think about walking a large dog on a busy sidewalk, sharing an elevator with neighbors, or keeping an energetic dog happy in an apartment. Those are specific situations that an owner might need help handling.

We also had ideas for a safety checklist and answers to common questions about big dogs in small spaces.

You can see how those topics would get the attention of the right person. They address something that person is dealing with today.

The tool shows a few ideas first, then offers the rest through an email signup and downloadable report. That gives visitors a reason to join the list, while the report introduces ways I can help them create the content.

I’m still testing some of these projects. But the question behind them is worth asking: What could you give someone that makes them want to continue the conversation?

A Short Book Can Open a Door

Books are another way I’ve used this approach.

You don’t have to write a 350-page book to help someone. A focused, shorter book can explain one problem, offer practical steps, and introduce your services.

I’ve written books about website mistakes, WordPress security, graphics, and publishing. Each topic connects with something I help people do.

The important part is making the book useful. Give readers enough information to understand their situation and make progress. Then include a clear invitation for people who want help applying it.

A website address works. A QR code can make that next step easier for someone reading a printed copy.

You can also offer different formats. Some people want a PDF. Others prefer an ebook, and some still want a printed copy they can mark up and keep on their desk.

The goal is to make your knowledge available in a way your reader will use.

AI can help you outline the book and organize your ideas, but you still need to review the content, check the details, and add your experience. If your name is on it, it should sound like you and reflect what you know.

Give the Visitor a Next Step

A useful resource needs a clear path back to your business.

After someone uses your tool, reads your checklist, or finishes your book, what should they do?

You might invite them to schedule a consultation, request a review, or hire you to handle the work. The offer should connect with the problem your resource helped them understand.

If your checklist helps someone spot trouble on their website, offering a website review makes sense. If your guide helps someone plan a book, offering publishing assistance makes sense.

You’ve already started helping them. Show them how that help can continue.

Start With One Good Question

You don’t need another domain name or a complicated app to try this. You can put a useful resource on the website you already have.

Start with one question your customers ask all the time. Create something that answers it well. Add a clear next step, share it, and pay attention to whether it brings the right people into a conversation.

That’s the purpose of side traffic. Give people another way to find you, see how you think, and understand how you can help.

You may already have the knowledge you need. It might just need a new place to work.

If you have an idea for a tool, guide, or short book but need help putting it together, let’s talk. Visit FrankDeardurff.com and tell me what you have in mind.