Reeling in Website Success

Creating a website without a marketing plan is like throwing a hook in the water without bait. The fact is that customers invariably overlook an unadvertised website.

Even if you have all the components in place for an online masterpiece—a well-designed website, a blog and even an email newsletter—your site won’t get the hits you want without a marketing strategy. “It does take effort, solid copywriting and good strategy to get a new launch to take off,” says Nikole Gipps, principal of NHG Consulting, an Oregon-based web development and marketing firm.

Designed to go hand in hand with the search engine optimization and keyword strategies discussed in this Your Business Online® article, these pointers will help you reel in customers while improving your search engine rankings and building links.

Submit your site to directories. Once you’ve refined the design and editorial for your site, Gipps says it’s time to get out there. “You can’t sit back and expect everything to sell itself,” she says.

Increase your links by registering with a free search directory, like the Open Directory Project. Gipps recommends using an industry directory as well if your company provides business-to-business services. If your company offers services traditionally advertised in print yellow pages, include your web address in that advertising in addition to promoting yourself on local search sites such as dexknows.com®. To boost word-of-mouth marketing, Gipps suggests asking customers to post reviews on sites like Yelp and Google Maps.

Issue news releases. Your company offers great products, and your staff is brimming with pertinent knowledge. Let the world know through news releases. “Issuing press releases can get indirect results by getting you picked up by magazines, newspapers and other journalists,” Gipps says.

In addition to the free advertising, press releases can improve your rank on search engines and multiply your links. By listing your site in a press release on a large press release site, like PRNewswire.com, Gipps says you can boost your search engine rankings and drive additional traffic to your site.

Provide valuable free content. Give your customers an incentive for visiting your site and a reason to return often. Post car maintenance pointers if you’re a mechanic, or if you’re a carpenter, start a blog and post home improvement tips. “Many companies have held contests where the promise of a small prize gives them droves of traffic and free press for their products,” Gipps says. This increased traffic can eventually turn into increased sales for your products and services and a boost in the price you can charge for advertising on your site.

Gipps makes an effort to offer free advice online and in person. “These kind of freebies help establish me as a go-to source,” she says. “But it also shows I’m someone you can trust.”

Go offline. A strong marketing plan for your website doesn’t just happen online. Your letterhead, brochures and business cards are prime locations to advertise your website. “Networking events, public speaking, traditional print articles, word-of-mouth referrals, customer invent programs…all of these are excellent opportunities that shouldn’t be overlooked,” Gipps says.

Although most experts agree it’s best to build links and market your site through word of mouth and the above techniques, you can increase your links dramatically by paying for link-building services or link-building software. Link Assistant, Link Builders Pro and Real Link Finder are a few of the most popular programs.

For tips on tracking progress, thinking like your customers and redesigning the site, read this Your Business Online article.

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