Reality Blog: Spread Your Risk, It Makes Good Business Sense

Hand holding a piggy bank.

I’m part of a Facebook travel blogger group. When the pandemic first hit Australia in mid-March, I read an intriguing post:

“This pandemic has killed our website traffic. Anyone else?”

The responses were frightening.

Many reported traffic drops of over 60%, pageviews down 90%, zero affiliate sales… with no sign of recovery.

I wondered about our website traffic. Was it holding up okay?

What began as a simple question, led me to some interesting insights on diversifying your business… especially for those operating in a really narrow niche.

Here’s what I discovered.

An Encouraging Curve

I checked our traffic for the last 12 months on Google Analytics.

Audience Overview Graph
This is typical of our traffic, it ebbs and flows. And there’s no dramatic drop-off in mid-March.

Our traffic ebbs and flows over time. Sometimes it shows an encouraging uptick, only to dip again. The last few months have been no different. Yes, there’s a downtrend from mid-March, but nothing to worry about.

So, we didn’t see a dramatic drop in mid-March… unlike those whose travel websites suffered badly.

Business as usual. Phew!

So, why is our traffic fairly consistent, yet others are seeing a crash? After all, I’d expect a travel website to struggle at the moment.

The answer lies in the Pageview stats.

Spread Your Risk

Take a look at our Pageviews.

Top Ten Pageviews Analytics
Our top 10 pages over the past three months. Quite a mix of topics!

Of the Top 10 pages for the last three months, only four are travel-related. This is a fairly typical snapshot… our Top 10 are always a mix of travel and non-travel pages.

So, what’s the message here?

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Andrew Murray

Andrew Murray

Andrew has traded the daily grind for a life on the road. He loves the lure of Australia’s wide-open spaces, solitude and isolation. Andrew and his wife Peta are experienced remote travelers, living the simple life on the road. They travel, work and live in their 4x4 truck camper. Andrew plans to build his Money-Making Website Top Wire Traveller to the point where it provides a regular income... enough to sustain their lifestyle on the road.


  • The best way to spread the risk is to be involved in different types of writing so you become able to adjust in a short time and not have to first brush up on your skills and then with practice using those skills become good enough to market those skills. I would think if you are comfortable with say web writing and specialize in that then maybe taking on writing for events with brochures and a sales page to handout at those would be helpful. The events are not frequent enough to take up a large amount of your time. In this pandemic though it probably would not help with all events cancelled. Web writing offers so many ways to communicate with a website and email as well as writing for B2B copy.

    • Hi Nancy,

      I agree, web writing definitely does offer a wide range of opportunities.

      You make a good point about being able to adjust in a short time. You certainly don’t want to be scrambling to learn new skills while at the same time trying to get new clients.

      Regards, Andrew

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