The Next Step . . .

The implementation of a World Wide Web site is your primary step in taking advantage of today's new technology to market your services, products, or other information. However, doing that alone will hardly make the most out of your advertising investment. Your goal should be to make your Web Site known to new and existing clients, by making it a part of a unified marketing effort

By accomplishing this, you will maximize your success on the Internet!


As part of our standard Web Site Development service, daZyne . . . web art offers the benefit of years of experience on the Internet to all clients. Basic marketing techniques play as much a part of Web Site Development as they do in other advertising media. In addition to the traditional marketing techniques, there are additional considerations to Internet advertising. I have found that the successful Web Site should conform to the following guidelines:

  • Focus the site on the user, not the product whenever possible. Remember that viewers of the site have invested time to see it. Offer them something worthwhile.
  • Offer complex Information in an expanding format; summary first, more complex data on request.
  • Construct graphics for minimum file size to reduce download time.
  • Provide good navigation aids throughout the site so as not to let the user become lost in a maze of pages.
  • Keep the site focused on it's goal.
  • Don't let the site go stale. The web is changing constantly.
  • Remember that the site is a World Wide representation of the company. An Internet presence professional can be invaluable to the web site's success on the Internet.


Here are a few suggestions you might use to make your web site more successful.

ANNOUNCE YOUR SITE!

Once your new Web Site is on line, let EVERYONE know! Share the excitement of being on the Internet! Announce your new site in mailings, newsletters and other correspondence! Include you URL in your print advertising, business cards and letterheads.

You might even consider a separate mailing just to announce: "We're on the Internet!" to your present client base. In addition to generating interest and traffic to your new site, the fact that you have invested time, effort and money in establishing an Internet presence tells present clients and future prospects that you are serious about what you are doing.

TARGET YOUR AUDIENCE!

Upon the completion of your web site daZyne . . . web art will submit to several major Internet directories and search facilities, your Web Site Address (URL), a description of your new site, and a list of keywords, to provide a pointer to your site when users search for information.

Once this process is completed and the databases are updated (about a 2 week process) interested users will find your URL when they search for a keyword or topic associated with your site.

Although daZyne . . . web art makes every attempt to update all of the major commercial databases, many, many more private databases are hidden in nooks and crannies all over the Internet. Every time you run across one of these, you should take the time to enter your web site data. It generally takes about 5 minutes to register with a search engine or private database. This would be time well, spent because you never know where your next client will look for you!

LINK!

Linking with another web site is a great way to further extend the reach of your site. How do you get someone to link to your site? Asking is the first step. Many site owners would love to have their site linked elsewhere, but fail to ask. Of course it helps if a link to your site would add something to the other site. i.e. if you are a restaurant, ask for a link on a tourism, entertainment or related sites. Ask for a link on another restaurant owner's site and you'll likely be refused.

Keep in mind, you want traffic to your site, but it should be traffic that's somewhat interested in your offerings.

Of course offering a reciprocal link is your best way to get linked. Caution: providing too many links off of your site can tend to allow potential clients to wander off. Tip: Put your off-site links all together and make it plainly clear to users that these links will take them off your site. Do not feature them at the beginning of your site, wait until users have had a chance to see your information.

daZyne . . . web art can assist you in developing a links area at your site.


PROMOTE!

To dramatically increase the traffic to your web site, rent "ad space" on other high profile/high traffic sites.

Practically all of the Internet search database web sites offer numerous levels of advertising opportunities.

daZyne . . . web art maintains a list of the most popular advertising opportunities on the Web, and can design and place banner ads where they will profit you the most.


MARKET TO OTHER GROUPS!

A great way to both create web site traffic and to market to a group of peers on the Internet is to join a newsgroup. Take the time to explore the many newsgroups available on the internet and choose the ones that pertain to, or would be interested in field. Most newsgroups allow a signature that includes your URL. If you participate in, and making a contribution to pertinent newsgroups, you will become recognized by the rest of the participants as a knowledgeable and serious force in your field.

In addition to newsgroups in your own field, you will also discover other newsgroups which do allow posting of overt advertising. You should be careful however, not to post an advertisement where it is not welcome as this can sometimes be viewed as a serious breach of Nettiquette. READ the threads first, and get the "feel" of the group.

UPDATE!

The best way to keep interest in your site is to periodically update the information on your site. This doesn't have to mean a complete redesign every month, but you should have some area that is updated on a regular basis. If you retail products, a monthly or weekly "SPECIALS" page is perfect. This will encourage users to bookmark your site and return again and again.

Remember to allow for updates when planning and budgeting for your site. Monthly updates are good, weekly updates are even better.

REMEMBER . . .
  • Respond promptly to e-mail requests. The general expectation for a response is within 24 hours if not sooner. Wait longer than that to reply to your e-mail and you will be viewed as disinterested.
  • E-mail responses need not be as formal as normal business correspondence, but avoid being too casual. Your initial e-mail correspondence is usually the first client contact and you are being judged.
  • When responding to an e-mail, always repeat the relevant part of the original post to clarify which of their questions you are answering. Having done this, you should trim out any unnecessary text for two reasons:
    • It's quite easy for sighted persons to realize what's happened here and just skip on to the next post, but for those using text to speech renderers, this can be very confusing.
    • A number of readers have to pay for their e-mail "by the bit," including many on European services, so this extensive and completely unused quoting can double or triple the size--and cost--of a post.
  • Do NOT spam. After having your web site in operation for some time, you have now assembled a huge list of e-mail addresses from everyone who has sent you mail. Resist the temptation to use this list to broadcast e-mail to these folks whenever you feel like it (spamming). Sending unwanted junk e-mail is the quickest way to show your bad taste and disregard for your potential clients time.
  • Do not sell your lists of e-mail and/or clients. When asking for user information, remember to assure them of your respect for their privacy.
  • As in any business, be responsive, offer good customer service, and strive to satisfy your customers. This works as well on the Internet as it does at the corner barber shop.