With the New Year upon us yet again, it's time to prepare for the
successes of 2005. Did you watch with envy last year as your competitors
dominated your industry? Do you think your site is doing just fine
because no one has ever called to complain? Well here's some food
for thought: 96% of all prospects will click over to your
competitor if they encounter a problem on your website.
you're resolving to get fit, quit smoking and pay off some debts,
we're offering up some New Year's resolutions for your business.
Learn how to ethically kick your online competitors to the curb!
Content & Relevancy a Top Priority
It is, after all, the information highway. People search the Web
for information - so give the people what they want. If you want
to generate qualified leads and produce more sales, then continually
updating your website with new and useful content must be at the
top of your priority list.
engines seek out relevant, up-to-date information when they rank
sites for specific keywords and phrases. If you don't have timely
informative content, you won't get a good ranking; and without a
good ranking, prospects can't find you. But that's just the beginning
of your online demise. Even if you manage to achieve a good ranking
on the search engine results pages (SERPs), your content must intrigue
visitors to return to your site regularly.
reveal that online consumers take several passes at a website before
making a purchase.
maintenance is time-consuming and it's easy to put unpaid man-hours
on the back burner. But why would potential customers revisit your
site if the last archived newsletter were dated two years ago? Or
if your "Coming Events" page lists tradeshows held six months ago?
They won't - they'll likely skip over to the competition in search
of up-to-date information.
... Increase Your Site's Visibility & Improve
Once your website is updated (for the time being) with informative
content, the next step is to implement some SEO solutions to gain
higher search rankings. The purpose of these SEO techniques is twofold:
Create Awareness: Carefully selected keywords
and phrases, worked seamlessly throughout your copy and in meta
tags, will help your site gain higher placements in SERPs.
Sales: Once prospects are on your site, savvy marketing
writers will have used the power of persuasion in the copy
to turn first-time visitors into loyal customers.
Your Return On Investment (ROI)
cannot stress this enough ... in order for your website to be extremely
effective, achieving an astounding ROI, you must have a detailed
Perform an in-depth analysis to compare the Strengths,
Weaknesses, Opportunities and Threats
(SWOT) of your competitor's online presence to your own.
A qualified SEO firm can enhance your site's usability and navigation,
implement ethical optimization techniques, and provide eye-catching
Evaluate your website development goals
It's never too late to write or re-evaluate your website's mission
statement - not necessarily for publication, but rather to create
your own benchmarks. This will help you set goals and concentrate
your efforts on critical issues to achieve and exceed those
An old adage says: "you can't be everything to everyone." Fortunately,
your website can be various things to various audiences. Success
comes from having a clear understanding of your target market(s).
By creating diverse navigation paths and reader-specific content
- for buyers, vendors, job seekers or investors - your conversion
rates will increase dramatically.
Enhance website usability
Effective website navigation must flow effortlessly. If visitors
cannot quickly and easily pinpoint the information they seek,
they're very likely to leave your site and click to the competition.
An IBM study reveals that every dollar invested to increase
usability earns $10-$100 in benefits, winning customer satisfaction
Measure success and failure
Read your log files and tracking tools! Website traffic analysis
is essential to accurately measure your site's performance.
In-depth analysis will show you how to increase traffic, trace
your search engine referrals, monitor link campaigns, and make
necessary changes to achieve your desired results.
the Power of SEO
Your website has the power to be a highly effective marketing tool
- but just because you built it doesn't mean they'll come. If you
optimize it, however, they're much more likely to come ... and stay
Anyone can learn search engine optimization and website usability.
But if lack of time and interest is holding you back, enlist the
help of website optimizers and SEO copywriters to complement your
design team and ultimately increase revenue.
A word to the wise: ensure that the SEO firm you
choose works strictly within the confines of best practices - safe
and ethical search engine optimization strategies. Unethical SEO
tactics may seriously harm your rankings, and even get your site
banned from search engines altogether.
behalf of Word
Associates and U-C WEBS, we wish
you a happy, healthy & profitable 2005!
Kuitert is a Website Optimizer with U-C WEBS. A website
is like a magnet; does your website pull visitors in, or push
them away? A heuristic
usability evaluation will provide you with a first step
towards greater visitor conversions.
Cremasco, Founder and Sr. Copywriter of Word
Associates, produces compelling content to help websites
achieve top search engine rankings & ultimately increase conversion
rates. Wouldn't your site benefit from a content evaluation?
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