Website marketing recognizes that the greatest likelihood of selling exists with a targeted, qualified, motivated buyer. Your company’s best prospects today use the “search-ability” of the Internet to refine their information gathering and lead them to qualified suppliers. Your website offers the most cost effective, direct route to a qualified lead/sales opportunity – bar none.
There are 3 ways to evaluate how effective you are at pulling visitors to and through your company’s website. We say pulling because the Internet is not a PUSH medium.
1. Web sites should be designed (or re-designed) with a strategic goal
of having optimum visibility - in other words,
they are easy to find. Your website should be found in a high position
on the top search engines by using the most appropriate
search terms as defined by actual users of the website. The result
- your site receives a regular supply of qualified new visitors. We often
see factors that conflict with this goal – such as site design elements,
navigation structure and linking relationships. Identifying these conflicts
and revising to eliminate or minimize the conflicts is often the first
step in a re-design.
2. Your website should receive traffic from a variety
of sources. Sources include links from other websites, directories
and paid online marketing such as pay-per-click (PPC) or pay-for-inclusion
advertising. To be successful, these sources must be cost-effective and
produce a verifiable number of high quality leads. If you are not familiar
with online advertising options and/or marketing metrics for your website,
click here to contact us for a brief tutorial
online or in your office.
3. Functionality is the 3rd leg of your site’s
marketing stance. Your site needs to be fast loading, intuitive, interactive
and easy to use. Your website’s navigation must be logical; all
links and on-site features must be fully operational. It is imperative
to design all interactive contact, from email links to online RFQ forms,
with ease for the user as the priority.
In contrast to many forms of traditional advertising nearly
all aspects of your website yield valuable information on how users interact
with what you present. From knowledge about the search terms that lead
a visitor to your site, to entry/exit page analysis, to time spent on the
site, to evaluation of lead/sale conversion – there is a wealth of
data that can and should be used to modify and improve upon your website
marketing efforts.
Nettrack is based in Cleveland, Ohio. We are happy to meet with you in person to discuss your website marketing needs. Please click here to see what we can do for you.
