What Does Healthy Website Traffic Look Like?

All Roads Should Lead to Your Business

Just as thriving cities have multiple roads leading to them, a thriving business has multiple ways of attracting clients to their website online. In what follows, let’s explore the different kinds of website traffic you can have, exactly why having multiple traffic sources is important, and real examples of what that looks like.

Website Traffic Sources

Let’s look at a sample website traffic chart courtesy of Google Analytics showing different ways someone could find your business online.

When looking at traffic sources to your website, they are generally broken up into 5 key main sources:


Direct traffic consists of website visitors who don’t come through another source. These individuals are typing your URL directly into the search bar or already have your site bookmarked. It’s safe to assume that most of these users are either repeat visitors or are already familiar with your brand somehow.


Organic traffic consists of users who came to your site using a search engine like Google. These individuals searched for a relevant keyword or phrase that resulted in your website showing up in the search results. This traffic usually correlates with how well your website ranks in search engine result pages (SERPs) for relevant keywords. Because of that, this traffic source is impacted by Search Engine Optimization (SEO).


Social traffic consists of website visitors who come directly from a social media platform like Facebook, Instagram, Twitter, and more. This traffic can be from organic posts or paid social media ads.

Paid Search

Paid search traffic consists of people coming to your site as a result of any PPC Google or Bing Ad (Pay-Per-Click) campaigns that you are running. 


This traffic source can sometimes be a little vague, as technically nearly all traffic can be considered referral traffic. For our sake, referral traffic consists of users who visit your website via a link on someone else’s website.


Unfortunately, Google Analytics isn’t always able to categorize 100% of the traffic due to technicalities and user settings. In our chart above, that explains the ~6% of traffic being categorized as “Other.”

Why You Want Multiple Traffic Sources

It’s very important for all businesses to have customers coming from a variety of traffic sources rather than relying heavily on one. Why? You can think about this in the same way that you would think about a successful salesperson. The best salespeople aren’t relying on one single tactic to close deals; these individuals are cold calling, networking, developing referral partners, advertising, etc. Your website should be developing multiple strategies for success just as a top salesperson would. One of the top keys to growth in this digital age is ensuring that you’re putting your business in front of as many people as possible.

A Tale of Two Traffic Breakdowns

Now let’s take a look at what a healthy traffic breakdown looks like vs. one that may need some work:

Looking at the chart on the left, you can see that 85% of all traffic is coming from direct. As we stated above, direct traffic is generally those who are already familiar with your business. This essentially means that the business above is not reaching many new customers and is heavily relying on its current customers…this is not a recipe for growth!

Looking at the chart on the right, you can see that the traffic sources are much more balanced. This business is doing a great job of taking advantage of multiple different traffic sources to help set them up for growth. 

Some Success Stories

Developing a strategy for multiple traffic sources on a regular basis is achievable with the right team and budget. With the right strategy, you can attract new customers or clients from every corner of the internet. With an appropriate budget, you can get there in a relatively short period of time. Here are examples from some businesses we work with at WISE Digital Partners.

United Wholesale Funding

United Wholesale Funding is a mortgage brokerage based in San Diego, CA.

  • We started working with this client for several months, while building a new website, to better understand their business challenges and traffic opportunities. 
  • 90 Days post launch of the new website, we’ve seen a 440% growth in organic traffic, directly as a result of our strategy, SEO work and new website. 

Dr. Nik’s Foot & Ankle Center

Dr. Nik’s Foot & Ankle Center is a podiatry clinic based in Beverly Hills, CA.

  • Prior to working with WISE, Dr. Nik didn’t have much of an online presence and was only receiving around 50 website visits a month
  • We built him a new website and have also been testing out various SEO and paid ad strategies
  • Dr. Nik is now getting 300+ website visits per month from multiple traffic sources

What Does Your Website Traffic Look Like?

How many different traffic sources do you have for your website? You’ll be able to see through Google Analytics, or by connecting with whoever is running your digital marketing efforts.

Unfortunately, some owners don’t get much business from their website because digital strategy is either poor or non-existent. That’s where it’s helpful to hire partners with the proper expertise to bring you great returns on your marketing budget.

WISE Digital Partners is a digital strategy agency that’s ready to assess your current strategy and results, and put a plan in place to bring you new business from multiple traffic sources. We work with businesses and organizations nationwide across a variety of industries. Want to talk about where you’re at and where you want to be? Get in touch today!

Written By

Coleton Smartt

Coleton is the Director of Paid Strategy at WISE Digital Partners, a digital marketing agency based in San Diego, CA.

Stay Connected. Stay WISE.

For digital marketing updates and other news from WISE Digital Partners, submit your email address below.

  • This field is for validation purposes and should be left unchanged.

It’s Time to Get WISE.

We'd love to hear your story. Tell us about your business and we'll connect with you for a consultation.

  • This field is for validation purposes and should be left unchanged.

Ready to Fix Your Listings?

Contact us to inquire about our listings management solutions. We’ll ensure your business info is accurate so customers can find you easily.

  • This field is for validation purposes and should be left unchanged.

Digital Strategy

Strategy is about making choices, trade-offs; it’s about deliberately choosing to be different.

Michael Porter

Brand Identity

If you don’t give the market the story to talk about, they’ll define your brand’s story for you.

David Brier


Websites promote you 24/7. No employee will do that.

Paul Cookson


If it isn’t on Google, it doesn’t exist.

Jimmy Wales

Listings Management

Trust is built with consistency.

Lincoln Chafee

Reputation Management

A brand is no longer what we tell the consumer it is -- it is what consumers tell each other it is.

Scott Cook

Reporting & Analytics

Marketing without data is like driving with your eyes closed.

Dan Zarella

Digital Strategy

"Strategy is about making choices, trade-offs; it’s about deliberately choosing to be different."

Michael Porter

There are lots of marketing agencies, website design firms and digital experts out there. But if they’re not leading with strategy, their clients suffer. You cannot be everything to everyone. Strategy must lead your marketing decisions. This is where about a quarter of our agency’s time and energy is spent, and it’s what drives all of our decisions and actions.

  • Competitive Research
  • Keyword Research
  • Website Strategy
  • Content Strategy
  • Search Strategy
  • Social Strategy
  • Review Strategy

Brand Identity

"If you don’t give the market the story to talk about, they’ll define your brand’s story for you."

David Brier

With a little bit of strategy and a splash of creative talent, we help elevate our clients from a business to a dominant brand. Our experts spearhead development of a brand strategy and guidelines to define your identity. All success has a starting point. Let’s define the rules of engagement.

  • Brand Strategy
  • Logo Support
  • Brand Guidelines
  • Social Badges & Banners
  • Custom Graphics
  • Brand Resource Network


"Websites promote you 24/7. No employee will do that."

Paul Cookson

If you’re concerned about the cost of your website alone, you’re not looking at it right. A website built with the proper strategy, copy, design, and development techniques can return more than your best salesperson—and this one never goes on vacation. Most digital marketing agencies design websites like pamphlets. We build marketing engines that deliver huge ROI to our clients.

  • Website Audit
  • Custom Websites
  • Professional Copywriting
  • UI/UX Design
  • Front-End Development
  • Back-End Development
  • eCommerce
  • Premium Hosting
  • Dedicated Support


"If it isn’t on Google, it doesn’t exist."

Jimmy Wales

Having a website doesn’t guarantee you’ll be found online. Search engine optimization (SEO) gets you found in places like Google for the products and services you offer. More search visibility leads to more website traffic, and more traffic leads to more business. With a proper SEO strategy, your website becomes a 24-hour salesperson and your most profitable investment in marketing.

  • SEO Audit
  • Search Analytics Setup
  • Keyword Research
  • Content Optimization
  • Site Structure & Performance
  • HTML Tags
  • Reporting & Analysis

Paid Search Ads

"Advertising is totally unnecessary. Unless you hope to make money."

Jef I. Richards

Are you looking to bring in new website visitors, grow online sales, get the phones ringing or keep customers coming back for more? Paid search ads can drive your business forward. Our experts leverage the power of Google Ads to develop a custom strategy for your business and target customers who are looking for what you do best.

  • Paid Search Analysis
  • Budget Consulting
  • Local & National Google Ads
  • Google Shopping
  • Yahoo Ads
  • Bing Ads
  • Reporting & Analysis

Paid Social Ads

"Facebook is simply too big to ignore as an ongoing part of your digital marketing."

Dan Noyes

Collecting fans and followers and then spending time posting content for them worked well in 2013. Since then, platforms like Facebook and Instagram made certain that if you’re not paying for ads, you’re not getting their traffic and eyeballs. Stop wasting your time and start getting more customers from some of the best platforms in the world for targeting.

  • Budget Analysis
  • Facebook Ads
  • Instagram Ads
  • Location Targeting
  • Demographic Targeting
  • Interest Targeting
  • Behavior Targeting
  • Ad Asset Creation

Listings Management

"Trust is built with consistency."

Lincoln Chafee

There are many opportunities for your business to be discovered on online maps, apps, directories, social networks, and search engines. However, if you can’t be found—or if your business information is incorrect—it’s like flushing customers and revenue down the drain. But don’t panic. We can manage the ever-changing landscape of directory websites for you and increase your online visibility and profitability.

  • Directory Listings Audit
  • Listings Management
  • 60+ Local Directories
  • Google
  • Yelp
  • Facebook
  • Apple Maps
  • Improved Search Visibility
  • Completion Reports

Reputation Management

"A brand is no longer what we tell the consumer it is -- it is what consumers tell each other it is."

Scott Cook

Over 90% of Americans say online reviews have an influence on their decision to purchase a product or service. Thirty or more customers can be lost by just one bad review. But with reputation management, influence and control your business reviews online with the best possible strategy and techniques. Turn negatives into positives and control the conversation about your business.

  • Reputation Analysis
  • Yelp Setup
  • Review Building
  • Review Consulting
  • Review Display & Promotion

Reporting & Analytics

"Marketing without data is like driving with your eyes closed."

Dan Zarella

To us, the only thing that matters is profitable results. That’s why our focus is on the data from start to finish. Our strategy is data-driven, and our success is data-shown. With our unique reporting and analytics solutions, we make it easy to see what’s happening in your marketing efforts so we can celebrate growth each week, month, and year.

  • Real-Time Reports
  • Goal Setting
  • Keyword Ranking
  • Organic Traffic
  • Paid Search
  • Paid Social
  • Monthly Review & Consulting