If you build it, they will come! Right?

There's been so much hype about what a Web site can do for a small business or organization. Many people think that once a site goes on-line, the work is over. But in reality, that's when the work begins.

1. There are only two ways to increase a Web site's traffic: Increase the number of new users coming to the site, or get your current users to look at more pages.
   If you have an unlimited budget, no problem. Otherwise, you have to work smart. Customer acquisition vs. customer retention. Are you constantly attempting to attract new customers instead of focusing your efforts on satisfying and selling to your current customers and prospects?
   
   
2. Define your target audience(s) and then build your site around what those targets need.
   What is the purpose of your site? Design your Web site to include the information your prospects and customers need. Most people who use the Web don't care about mission statements, organizational charts and pictures of buildings (unless it's a recognizable storefront). They just want to get the info they need fast, without too much trouble. Design your site content around the answers your customers are seeking.
   
   
3. Look professional
   Looking professional is crucial for your Web site. Create an attractive, professional-looking Web site. Check for obvious things ... typos and grammatical errors, missing images, etc.
   
   
4. Work the search engines but don't depend upon them
   Despite all of the difficulties and changes with search engines, they are still one of the most important ways people find us on the Web. If you have not reexamined your key words and resubmitted your site in more than a year, it's probably time. Meta tags provide a useful way to control your summary in some search engines. The two most important meta tags are description and keywords. The description tag returns a description of the page in place of the summary the search engine would automatically create. The keywords tag provides keywords for the search engine to associate with your page when indexing. To learn more about search engines and how they work go to Search Engine Watch
   
   
5. Links and more links
   You've got a site. He's got a site. You should get together. Bartering links is a definite traffic builder for any smart Web marketer. Use one of the search engines to find sites that may interest your target market then e-mail each site's Webmaster and invite them to view your site with the offer of reciprocal linking. Or crosslink with your clients. A time-consuming job? Yes! But do a little each day or week and watch your traffic build!
   
   
6. Content, content, content
   If your content never changes, why would someone return to your site? If your copyright date says 1998 and there is no obvious new dated content, will I trust the content of your site?
   
   
7. Make the most of your web address
   Printing your web address on your off-line marketing materials is very important. Consider catalogs, business cards, letterheads, fax sheets, invoices, voice mail message, store signage and even company vehicles. And by all means, include your web address in any advertising that you do and include your web address in your email signature.
   
   
8. Offer a free email newsletter
   If you don't have the time or staff to publish a newsletter weekly, shoot for once a month or once a quarter. Offer those who visit your web site the chance to sign up for the newsletter via e-mail. And most of all...make sure your Web site and newsletter content is interesting and useful.
   
   
9. Keep improving your site
   Always look for ways to make your site better. Look at competitors' sites. Notice sites in other fields that have features that you like.
   
   
10. Consider postcards
    Postcards can be a cost-effective way of introducing your site. A screen shot of your front page can be captured for the front of the postcard and your web address and message can be added to the back.
    
    
11. FAQ - everybody needs one
    Does your site have a Frequently Asked Questions section? Most every site can benefit from this. Just think of the questions you are most often asked.

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    PO Box 1339
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