I have been asked by several clients how to increase the number of visitors viewing their web site. A web site is not a “Field of Dreams” - if you build it they will not automatically come. Some people will find a site through a search engine or business directory, but I feel the most valuable way is to advertise - advertise - advertise - promote your web site and its address. Here are some suggestions that I hope your will find helpful.

1. Your web site address and e-mail address should be on every piece of paper leaving your office. That means it should be a part of your business address on your letterhead, business cards, flyers, brochures, faxes, newsletters, and promotional items.

2. Your web site address and e-mail address should be a part of your media advertising - radio/TV ads, newspaper ads, yellow page ads, press releases, billboards, etc. Also if you have voice mail or an answering machine, include your address in the message.

3. Your web site address should be a part of your e-mail signature. Most e-mail programs allow you to create a signature which is simply text that is automatically added to the end of each e-mail sent out. It can include your name, address, telephone number, and should include your web site address.   By doing this, most e-mail programs receiving your message will allow the receiver to click on the address and go directly to your web site. (Your e-mail address doesn't need to be a part of the signature since it is in the header of the e-mail.)

4. If you belong to any organizations or associations that print a membership directory, have your web site and e-mail address listed. If the organization has a web site listing members, ask them to link to your web site. In return you may be asked to link to theirs - which can be done in about 5 minutes.

5. News Groups or Chat Rooms can be related to a specific topic and can be a means of promoting your web site.

6. Check and answer your e-mail. If a potential customer finds your site and inquires via e-mail, but gets no response, they most likely will not return.

7. Banner or Sponsored Advertising - This is the little piece of advertising you'll see on most search engine sites but many small businesses find the cost prohibitive. If you want to learn more, go into the search engine's own pages.

8. Business Directories - These are similar to search engines, however they are business directories listing sites related to a particular industry, profession, topic, geographical area, or they can be a yellow pages directory. Sometimes they will give a free listing and other times there may be a small cost involved. The best way to find a specialized directory is through one of the search engines. See if the directory applies to you and if the cost, if any, is agreeable. Complete a brief on-line form and you should be listed. Finding an appropriate directory can be time consuming and is not generally a service you want to pay someone to do for you. I suggest you try and find appropriate directories during a slow time or when your teenager or secretary needs something to do.

9. Offer specials, discounts, coupons on your web site - and promote this feature in #'s 1 and 2 above. Include something like... "Look for our monthly specials on our web site at www....."

10. Keep your web site current. If you're shopping on the web and you see a site that hasn't been updated since 2001, you are likely to go elsewhere. Be sure your address, e-mail address, phone numbers, fax numbers, and prices are accurate.

11. Many places offer a free web site - such as your Internet access provider or host and they may walk you through creating a basic one page non-commercial site. You could create such a site giving a brief statement about you and/or your business and then add something like.... "To learn more, visit our site at www....."

12. The Mysterious World of Search Engines
    How do search engines work? How do you get listed at the top? How do you register a site with a search engine? How much will it cost? How long before the site is listed? How do you know which search engines list your site? Is there one best search engine? Should you register more than once. What is a business directory? Click on the link below and enter the .....
    The Mysterious World of Search Engines

BUILD IT, PROMOTE IT AND THEN THEY WILL COME!

parkerso@bellsouth.net