You have gone to all the trouble of achieving a terrific web site and it looks great. Now, where are the customers? I receive numerous questions regarding web site promotion and the answers are as numerous as the question itself. In this issue of Web Site Source we will address the most tried and true ways to promote your web site on a minimal budget.

The number one way to promote your web site is to treat it like your phone number, put it everywhere. Everywhere suggests your Business Cards, stationery, media, yellow pages, even on your business vehicles. Use your website as a 24 hour image machine.

Search Engines: These are no longer the number one way to promote your site. Unfortunately with so many listings in them, it is difficult to rank within the top 100. Furthermore people browsing from overseas or the US may or may not be part of your target market and your sales conversion rate will tell you this. Having said that, still "submit and submit often" as I always say. If done properly they will generate a steady source of traffic to your site. If necessary have someone do it for you. They are a great tool, but not the only one.

Press Releases: Send press releases to editors/writers and publications that are likely to be interested in your pitch. Write a newsworthy article, not an advertisement. Tailor your material for different audiences and increase your chances of publication. Above all, be short and to the point, and avoid factual, spelling or grammatical errors.

Stay fresh: You don't have to update by the second but you should refresh your site's content as often as possible. Updating shows customers you are on top of things and this will help your business appear current.

Link Exchanges: Ask other web sites to link to you. This will help your search engine rankings and create a strong company image as well as some traffic. Send emails only to webmasters with related content and personalize the message. If it appears that you are sending mass emails to random sites, this will be considered "junk mail" and ignored. You may need to offer a reciprocal link to their site.

Banner Exchanges: There are many reputable banner exchange programs in which you post banners on your site and, as credits (click-throughs) are built up, your banner is also shared on other sites.

Web Awards: It doesn't have to be a big name website. If you win, (or even if you win 'runner-up,') post the news on your website. Aside from the promotion, chances are you'll gain an external link from the site that awarded you. Kill two birds with one stone: increase web traffic and gain recognition for your outstanding website!

E-newsletters: Email market but don't lose your good name. Send emails only to those that opt-in. These can benefit you and the customer if they are done right. Keep it short and sweet. Send the newsletters at consistent increments and make your material easy to understand. Grow your audience by asking recipients to invite others to sign up. Remember to always put yourself in the place of the person receiving your email to judge its effectiveness and/or appropriateness.

Contests: Simple is best. Whether you choose company trivia or host a writing contest, make sure you set guidelines and post them on your site. Contests give customers another reason to return to your site. They also work when trying to attract media attention.

Frequently Asked Questions: These do not have to be a nuisance. Creating an interactive FAQ section will save you time and energy in your core business and provides your web users a quick response.

Freebies: Look around on the Net for sites that promote free stuff. Contact these sites and offer some of your own promotional goodies.

Use a signature in emails and newsgroups: Include your name and contact information and web address. This will reinforce your company identity. It should be between four to six lines and provide basic information and your company's primary focus.

Write right. Clear and concise writing is paramount to effective communication in your web content, press releases and newsletters. If needed…get help.

Attention to your customers: It pays off, whether you're doing marketing research or responding to a complaint. Honest and clear communication builds a strong reputation and good customer retention.

There are many ways to promote your web site; these are just a few of the more cost effective ways of doing it. Unfortunately, doing any one of them on its own will not generate the 100’s, or even 1000’s hits a day that we are all craving. However, a strong combination of any or all of them and you will ensure you receive the response that you deserve. You have put a lot of time and money into building your web site, now be sure it receives its well-deserved traffic. Yes, it is time consuming and sometimes frustrating, but stick to it and watch your visitors return.

If you have any proven unique ways of promoting your web site, be sure to write, or if you have any questions you would like answered by the Web Site Source, I would be happy to receive them and will do my best to address them in future articles. 

Email: sdarosa@mpgwebdesign.com.