If You Build
A Website, Will Customers Visit?
so you have your website now what? It’s all about
marketing after your website is built.
The single biggest mistake made by most website owners
is that too little marketing is done to create awareness
and generate enough interest to see the benefits a website
Simply creating a website will not generate mobs of traffic
and will not cause your website to be immediately listed
in all the search engines.
Having a website is meaningless if no one knows about
it, yet many businesses spend hundreds or even thousands
of dollars building their website and then sit back and
wait for the business to come rolling in.
It just isn’t going to happen. Don’t expect
it and you won’t be disappointed. Building a website
is only one step in an overall marketing plan.
Promotion of your
website is an ongoing process. You should make your URL
(website address) known to the public by using as many
methods as possible.
The options listed here aren’t the only ones available,
and regardless of which methods you use, remember that
there are many ways to increase your website traffic,
but traffic really is not the key.
The key factor is trying to get qualified sales leads
and customers. I would rather get 25 people who are actually
looking to purchase than 2,500 people who are not.
Search engines are becoming
the online equivalent of printed business directories,
such as the Yellow Pages.
It is important that you optimize your website for listing
its details with search engines otherwise, you may be
missing potential customer leads.
Search engines want to deliver the most relevant pages
at the top, so they use highly sophisticated and complex
algorithms to rank websites.
Focus on three key factors to improve your search engine
positioning: Highly targeted keywords, content, and optimized
web page code.
Manually submit your website information to each individual
search engine regularly. Automated search engine submission
software is not recommended.
Most search engines have a formal, online process for
submitting website details, but the process varies with
each search engine.
For the majority of search engines, all you need to do
is provide the domain name of your website e.g., www.andrechelle.com
a short description, and your keywords. You should also
resubmit your website to the search engines after any
significant change is made to your website.
Buying keywords and phrases from all the top search engines
is also an option and will ensure excellent search engine
Make a short list of your most important keywords and
phrases, then contact the sales departments at the major
search engines and ask them what it would cost for each
one of your keywords and phrase.
The cost will depend on what words you are asking for
and the number of times that they are searched for on
that particular engine.
E-mail Targeted, subscription based
e-mail can be a very successful strategy for generating
repeat and added sales to existing customers and interested
Sent at a reasonable frequency and full of useful, relevant
information such as product recommendations and reviews,
values and discounts, editorial articles, and notifications
about website content updates an e-mail campaign can be
a very successful part of your Internet marketing strategy.
But only use true opt-in e-mail lists.
Spamming is the most certain way I know to lose your
e-mail account, website, Internet Service Provider (ISP),
and your reputation, both personal and professional.
The best way to have a true opt-in e-mail list is to
gather it yourself by asking visitors to your website
to join your mailing list (newsletter).
Always make it at least as easy to unsubscribe from your
list as it was to subscribe. Don’t let customers
simply slip away. Make an effort to reel them back in.
It costs a lot less to retain a disgruntled or inactive
customer than to acquire a new one.
If you haven’t heard from a customer in awhile,
send a personalized e-mail, inquiring if all is well.
You can also utilize the convenience of e-mail to send
appointment reminders and thank you notes. Customers may
forget you’re out there unless you remind them.
Target regionally specific directories These
smaller directories are usually tightly focused on your
particular area and customer base.
Newspapers, ISPs, local business magazines, and other
regional guides are often popular with residents because
they carry information about local news and entertainment
Search online for your local city, town and state. Many
have local business directories that are free to place
ads or links on.
Write them a short e-mail and description about your
business. Getting your website listed in regionally specific
directories and business listings can allow you to reach
your target market where they visit most.
Also, actively monitor and participate in user groups,
mailing lists, and discussion groups. Research active
e-mail discussion lists and online bulletin boards relevant
to your business and audience.
Link popularity is an important
criterion in most search engine ranking algorithms. Some
use it almost exclusively.
Developing quality inbound links can be critical for
high rankings in some results.
You have created great content and offer a superb service
and now, you want people to know about it.
To ensure that your website has the visibility it deserves,
you will need other websites to point (link) to yours.
Reciprocal links form
a vital part of any website promotion effort and while
the process of exchanging them is essentially a simple
one, there are various approaches that can be taken in
searching out and requesting links.
Reciprocal links generally bring in more qualified visitors
than the search engines. Requesting link exchanges with
other websites, although necessary for good search engine
placement, can unfortunately be rather time consuming.
Search for websites that support the professional cleaning
industry, such as trade organizations and suppliers, and
write the webmaster a nice letter or e-mail asking for
a reciprocal link to your site. In return, put a link
on your site to theirs.
your existing customer base for link partners. There is
a good chance your business clients have established websites.
Ask them for reciprocal links, which can lead to increased
traffic to your site.
Your website is only
one tool in your marketing toolbox, and is most effective
when used in conjunction with your other marketing tools.
Whatever you have printed, make sure it has your website
address on it, including letterheads, postcards, brochures,
sales letters, invoices, and business cards.
Add it to any advertisements you place in newspapers,
magazines, on the radio or television, or in the Yellow
Include it in any e-mail correspondence, and be sure
to mention it in any conversations you have with potential
Display your website address on all company cars, trucks
and vans. Vehicular advertising is a great method of promotion.
This way you can advertise your website wherever you
go even in traffic.
Free media promotion
Press releases are
excellent for getting the attention of the public.
For example, this may be to announce the opening of your
new business where you will have an excellent opportunity
to display your URL.
Once your site is launched, or after a major revision,
get out a press release. Almost all e-Zine, TV, radio,
newspaper, and magazine editors accept press releases.
Now that most media sources are online, e-mail is the
preferred way for them to receive your releases.
Your release should be one page long and offer valuable
information of interest to publications readers.
Editors won’t print a blatant ad that is not accompanied
by newsworthy information. Success Well-designed, content-rich
web pages are imperative if you wish to have success in
marketing your website.
Dedicate yourself and recognize that you will need to
spend the time and energy required promoting your website
and services, both online and offline.
This extra work may seem daunting when you are first
planning the development of your website and online marketing
strategy, but it is well worth the effort.