Marketing your Web site

As with all other aspects of running a business, marketing your web site is a key issue. Many people mistakenly think that all you have to do is build a web site and tell the search engines it’s there, and your business will take off. If you have a unique product, then that may well be true, but most of us have to contend with huge amounts of competition. And if your competitors are spending ten times as much as you are on search engine marketing, then the likelihood is that they will have a better position on the search engines that you will.

So, while it is important to make your web site search engine friendly, which we will do for you, it is also essential that your marketing strategy is a complete one and uses all possible means to advertise your web site and drive people to it.

Let people know about your web site in as many ways as possible
You should be sure to add your web site address to all your business stationery and include it in all your advertising campaigns. Your web address is often far easier to remember than a telephone number, and, if spotted by a passing car on a billboard or the side of your van, may well be remembered enough to find you on the Internet, especially with the aid of a search engine.

Don’t forget to let your existing customers know about your web site. Initially, they are your most likely visitors, and the more visitors you have to your site, the more your standing with the search engines will improve.

Get good incoming links to your web site
Take advantage of any potential inbound links you can ask for from relevant, reputable sources. For example, if your business belongs to a recognised professional body, there may be an opportunity to have your details listed on their web site. Again, this kind of linking will add status to your site within the search engine listings.

Get your site content reviewed and updated regularly
The Internet is a fluid and ever-changing medium, and it is important to offer up new and revised content regularly to keep it fresh and interesting to both your customers and the search engines. Consider, for example, adding a News page to give your visitors a reason to return to your site.

Give it time and be realistic in your expectations
Building a web site is quick and easy, but getting established on the Web can take time, so don’t get disheartened if your site is not instantly inundated with visitors. The more rounded your marketing campaign is, the more quickly you will achieve results, and once your site begins to pull in traffic, you may be surprised at the results that can be achieved.

Beware of fast solutions (if they are cheap)
The world of the Internet has more than its fair share of racketeers, and there are companies who will promise you a top place on the search engines for very little money. Some of these may use spamming techniques to jump your web site up the listings, but it’s only a question of time before the search engines pick up on this and penalise, or worse, blacklist your site. It is then very difficult to undo the damage done and these kinds of techniques should therefore be avoided at all costs.

Summary
Always use a well-rounded marketing strategy and promote your web site in as many different ways as possible. Approach any companies or organisations you can think of who have some relevance to your business and ask them to provide a link to your web site on their site. Update your web site regularly and be realistic in your expectations.

Happy marketing!