The GA4 metric of “page views” refers to when a page was loaded (or reloaded) in your users’ browsers. This term differs from “unique page views,” which represent the number of user sessions during which someone may have viewed a page one or more times.

There is no benchmark for how many page views a website should get. But if you’re interested in expanding the reach of your website, you want this metric to increase over time. Think of it like opening a new restaurant: you want more people to hear about it and visit—and keep coming back—the longer you’re open.

Q: How can I increase page views on my website?

A: There are two audiences you should pay attention to when you’re looking to increase page views: new and returning users. You can check out the “New Users” section above to boost the number of new users’ page views. In this section, we’ll focus on retaining users and keeping them returning to your site for the needed content. Here are some suggestions to help increase page views:

• Craft engaging, high-quality content: The best way to drive traffic on your website is to craft engaging content that answers a question or solves a specific problem. It’s as simple as can be: a great site that’s useful to users will get more traffic than one that’s confusing or does not help users accomplish their goals.
  
  Here are just a few of the things you should pay attention to while drafting your content to ensure it’s engaging to new users:

 

1. Voice and tone that resonate with your audience
2. Easy-to-read, jargon-free text
3. Skimmable formatting
4. Clear, actionable calls to action

Read more about crafting high-quality, accessible content >

• Create and update content regularly: Every piece of content is a new reason for users to visit your website. Whether you’re updating a blog, uploading new press releases, or posting information on an upcoming event, these are all new opportunities for users to engage with your site.
  
  Updating content to stay current and relevant to your users is also very important. A page full of old, outdated content can lower users’ trust in the authority of a website. This lack of updated content can lead search engines to deprioritize your web page in search rankings, leading to fewer page views.

 

• Create evergreen content: Another way to improve page views is by creating “evergreen content” that will remain relevant for months, perhaps even years. Pages of “evergreen content” help your site become trusted by people looking for that information, which may help it rank higher in search engines like Google. Users also bookmark these pages for future reference since they know they will stay relevant, which will increase page views.

 

• Promote related content: Another great way to increase the number of page views on your site is to use sidebars and design modules to promote related content to the page that users view. This method will give users easy access to related information, allowing them to click into and view more pages—increasing page views on your site.
  
  Example: On a page about the grant application process, include a sidebar with links to articles about types of grants, grant forms, previous grant winners, etc. Due to the relevant nature of these links, users will likely click into them to find all the information they need, rather than leaving the page they’re on and starting from scratch.
  
  Here’s another excellent example of promoting related content in an article about reporting new employees to the state:



These links give users easy access to other common questions business owners may have about hiring new employees.

• Create a great user experience: Just like the website’s content, a great user experience will entice users to view more pages when visiting your site. Think about the user journey as you build your website. Are the pathways to users achieving their goals intuitive? Is all the information readily available in a logical way? Is information rationally disclosed to users, starting more broadly and becoming more granular as they get deeper into the site?
  
  Example: If an agency’s “All Services” page gets into all the minute details of applying for every agency’s services, the page will be overwhelming and difficult for users to navigate. This decision may lead to fewer page views.
  
  Instead, the “All Services” page should serve as a broad overview of what’s available, allowing users to click on each service for more details. This strategy will lead to more pageviews as users click through to retrieve the necessary information.

 

• Use emails to drive traffic: A tried-and-true way to generate traffic is via email. Email can be a powerful outreach tool to target and inform your audience and drive people to specific pages on your website. Of course, this strategy requires returning users to sign up—producing high-quality, engaging content will help with these drive sign-ups.

 

• Post on social media: Social media can help you reach your audience and drive them to your website. This method can be especially true when you use social media to advertise new content, events, or initiatives from your agency. Post regularly with updates from your agency to help drive pageviews on your site.

 

Read more about writing for social media >