Web Site Promotion Programs

More often than not, when discussing how well a web site is performing for a business, the answer is “It could be better”. No surprises there, all to often, thought has been put into the development of the web site, but consideration of how to promote the web site can be a rare commodity.

Set web site business goals and objectives

To determine how well a web site is performing in its perceived role within the business, a clear understanding of the web site's business goals is necessary. Common business goals include:

• Online product and service sales
• Customer/Client acquisition
• Provide additional business information

Once business goals are identified web site performance can be determined.

• If goals/objectives have been achieved, is it clear what factors have contributed to this success?
• If goals/objectives have not been achieved, investigation is required to determine causes, and evaluate the options available to improve the web site's business performance.

Some common causes of poor performance.

Often a quick review of the web site can lead to the identification of issues which are detrimental to the business performance of the web site. Some of the more common causes of a business web site not achieving business goals include:

• Failure to determine the web site's business goals and objectives.
• Failure to properly identify the target audience.
• Is content current? Is there a Content Development Plan?
• Web Site Design issues:
  • Does the web site have a professional appearance?
  • Is content relevant and capable of supporting visitor requirements?
  • Are graphics supportive of other web site elements?
  • Is text presented in a an easy to read font and clearly legible?
• Web Site Usability issues:
  • Confusing and poorly labeled navigation system.
  • Web Site does not answer the questions. What can I do here? What is this business?
  • Web Site does not provide the right information at the right time.
  • Web Site Processes are not intuitive or timely.

The issues which affect visitor satisfaction and ultimately web site business performance are infinite. However, investigation of the above issues will assist in identification and rectification of issues which may be lowering web site performance, providing a solid foundation to promote your business web site. There is no advantage promoting a web site which has issues causing web site visitors to abandon their web site visit.

Creating the Web Promotion Plan

In the competitive Online environment it necessary to utilize all web site promotional tools, to actively create web site awareness and visibility. A holistic approach is required, which integrates a well developed web site with:

Search Engine Optimization

• Optimization of web site content and linking environment to enhance long term visibility is Search Engine Results Pages.

Pay per Click Advertising

• Search advertising to promote targeted web site traffic in the lead time to SEO effectiveness, promotional initiatives and to support Organic Optimization initiatives.

Social Media Marketing

• The use of Internet tools such as Internet Networking Web Sites, Blogs, Micro Blogs and Forums to interact within the Online community to build relationships and business visibility.

Integrating Web Promotion Components

At a glance it appears a daunting task due to the sheer size and differing techniques. It can be, but it doesn't have to be. Review the overall situation to determine some general:

• Business objectives
• Project Budgets
• Human Resource requirements
• Project schedules

Once an outline plan has been developed, it is time to investigate how and where the resources available are best utilized and which techniques will be prioritized to suit your business circumstances. Ultimately each Web Promotion Technique will require and individual plan which needs to be integrated into the overall program.

Micro Management is the key

There is no doubt that Web Site Promotion can be complex, time consuming and costly. However, projects can be brought together with relative ease. Micro Manage the project, break the tasks down into manageable segments. Each technique will have a unique plan and within this plan the individual tasks and project requirements can be identified and completed. A Web Promotion Program is not a campaign, but an ongoing business activity. Develop a solid web site promotional foundation and then incrementally build and enhance your strategies.