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IS YOUR WEBSITE REALLY WORKING FOR YOU?
The telephone does not begin ringing as soon as a website is operational. It is quite simple to identify how many inquiries flow from a website; however, it’s impossible to calculate how many visitors have not even reached your website, because it has not been marketed effectively. Three basic steps you must take to make your website work for you are: Step 1 Look critically at how easily and quickly visitors on your website can find what they are looking for. Web users are notoriously impatient and move to an alternative site at the least excuse. Some of the most important things you should ensure about your website are: Your website should be easy to use, and information should be easy to locate. Try to reduce the amount of effort people have to make before they find the information they are looking for, i.e. minimize click-through’s. Condense textual content to fit the time and attention constraints of today's busy Web users. Your web site should be quick to download. Studies have indicated that visitors will quickly lose interest in your web site if the majority of a page does not download within 15 seconds. Step 2 Plan a marketing campaign to draw the right kind of visitors into your site – and implement it. Your marketing plan must address the following points: Who will your audience be? How will you use this information to make it the focus of your website? Where do you want to be? Define your goals. Up-to-date content. How will you keep your website content up-to date? What online marketing methods will you use? Many are available such as Search Engine Marketing, News groups, Affiliate Marketing and Sponsored Listings. Step 3 Monitor the results of your campaign, recognizing failures and reinforcing successes. If you’re worried that half your marketing budget is being wasted on ineffective campaigns, do you really know which half? If you're nodding in sympathy, then you're probably not measuring and maximizing the return on your marketing investment. It is critical to understand whether or not you should keep, quit or change your marketing campaigns. Run your campaigns in a way that they can be measured. By continually monitoring your campaigns you can decide which ones are providing you with maximum returns on investment (ROI), and which ones are not. Examples of monitoring your campaigns are:
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