Many companies
still don't know why they have a website. Most
started off in the early to mid 1990's as a corporate
novelty, but by 1999 the mentality of "If
we don't have a website we don't have a viable
business" began to flourish. With stock market
valuations of Internet based or leveraged businesses
reaching unprecedented heights, more companies
began to relocate their businesses to the Internet.
Over the years as browser technology
has evolved, so have web sites. In the early 1990's
web sites were built initially as straight text,
then some formatting of fonts and layout was added.
Very quickly, graphics began to appear and sites
became more aesthetically appealing to the consumer.
By 1998, sites began to use more
advanced technologies such as Java and Flash,
and more importantly pages and their content was
generated dynamically on the fly using databases.
Sites became incredibly full of features and cosmetically
appealing. The strong adage of "if we build
it they will come"; and the "if we make
it look bigger and better than our competitors
with more functionality we will capture market
share" began to drive web development.
No consideration was made as to how traffic moved
around the web and why. Most businesses built
websites and expected a massive influx of visitors
to drive their sales and generate new leads. As
a result of such poor planning, most online businesses
went broke.
According to leading market research,
nearly 90% of entries to a website are generated
by Search Engine traffic. Similar research shows
that almost 45% of sales to an e-commerce website
are a direct result of a lead from a Search Engine.
If a company derives revenue
from its website - regardless of whether that
be from advertising, direct sales, or lead generation
- then the webmasters main focus - even before
the site is built - should be in working out how
to drive targeted traffic to that web site.
The Internet is a level playing
field. A site built for a couple of hundred dollars
can easily receive more traffic than a similar
site built for millions, depending on the strength
of its Search Engine placement.
Often you will see in search results tiny companies
with amateur web sites ranking higher than well
known blue chip companies for the same search
results. 65% of click throughs from search engines
come from the first page of displayed results
(around 10 listings). 98% of all click throughs
come from the first 3 pages.
If your site is not being found
in these first 3 pages, then you can surely assume
that you are virtually invisible on the web. The
only way to combat this is to spend money offline
to drive traffic to the website, which has often
proven a more expensive proposition than the development
of the website itself!
The two MOST IMPORTANT and pivotal
features a web master needs to implement are driving
traffic and conversion ratios. Driving traffic
is all about getting users to your site in the
first place, and conversion ratios is how to get
these users to take up your offering - whether
it be buying something or simply filling in a
form.
Different Traffic Generating
Strategies
The 2 traditional strategies
that most companies employ to generate more traffic
to their website are:
Offline Advertising
Banner Advertising
The strategies that actually work BEST for websites
are:
Website Promotion through Search Engine Optimization
Link Exchanges with Similar Sites
Direct Marketing to Friendly / Targeted Users
Word of Mouth Referrals
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