Noticed a drop in website traffic lately? You’re not alone. Across sectors, from non-profits and education to finance and environmental organisations, web traffic is dipping, and it’s not just a blip.
Over the past year, significant changes in how people use the internet have quietly reshaped what it takes to stay visible online. But while traffic may be down, the opportunity to create more meaningful engagement is very much alive.
Here’s what’s happening — and how your organisation can respond.
What’s causing the decline in website traffic?
A few key trends are driving this shift:
Search is changing
Google has rolled out major algorithm updates, introduced AI-generated answers, and ramped up visibility for platforms like Reddit and YouTube. As a result, fewer people are clicking through to traditional websites — especially for informational content.
In fact, over 59% of Google searches now result in zero clicks in Europe (SparkToro).
That means more users are getting answers directly from search results, without ever landing on your site.
Social media traffic has plummeted
Facebook and X (formerly Twitter) have reduced the reach of external links. Even platforms like Instagram and TikTok, where many organisations are investing time, aren't set up to drive much website traffic. Instead, they’re designed to keep users on-platform.
A study from Chartbeat found that Facebook referral traffic dropped by 58% between 2018 and 2023.
User behaviour is evolving
Audiences are consuming more content within closed ecosystems, through voice search, and even AI chat tools. And when they do land on your site, they expect a seamless, intuitive experience, or they bounce.
This aligns with broader shifts in how Gen Z and Millennials search: A quarter (24%) of people said they primarily use social media to search online, increasingly turning to TikTok, Reddit, and YouTube instead of Google for certain types of content. (Forbes)
So… is this all bad news?
Not at all. It’s a reminder that traffic alone is no longer the metric that matters most.
What matters now:
- The quality of your website experience.
- How well your site answers key user needs.
- The ease with which people can find, navigate, and act on your content.
- And ultimately, whether your site converts visitors into supporters, customers, or contributors.
If fewer people are visiting your site, every visit needs to work harder.
What you can do right now
This isn’t about chasing traffic — it’s about optimising for engagement. Here are some practical steps to get started:
1. Run a website health check
Audit your site’s performance, SEO, and user journeys. Identify pages with high drop-off or poor mobile performance. These are often hidden opportunities to recover lost value.
2. Optimise for intent, not just keywords
What are your users really looking for? Align your content to the questions, problems, or goals they care about. Tools like user journey mapping and on-site search analysis can help surface this insight.
3. Make the experience frictionless
Speed matters. Clarity matters. Accessibility matters. Make sure your site is intuitive, responsive across devices, and built for everyone.
4. Shift focus to engagement
Instead of chasing more sessions, aim for more:
- Email sign-ups
- Enquiries
- Donations
- Downloads
- Time spent on key pages
5. Build a stronger ecosystem
Don’t rely solely on Google or social to drive discovery. Use email, partnerships, and your own tools (like resource hubs or learning platforms) to bring people back.
How we can help
At Digital Wonderlab, we work with purpose-driven organisations to design and build websites that do more than look good — they perform, connect, and convert.
We combine:
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Human-centred design with technical excellence
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CRO (Conversion Rate Optimisation) & Customer Experience strategy
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And ongoing performance optimisation to help you adapt in a shifting landscape
If your traffic is dropping and you're not sure what to do next, let’s talk. We can help identify where the opportunities are and how to make your website work harder for your goals.
Book a free website consultation or see how our design and development services can help you get results.
