Search Engine Optimization
Search engine optimization has become an industry unto itself in the past few years. The idea is to write your website's copy in such a way that your site will appear high on the results pages of the major search engines (like Google and Bing) when users perform specific keyword searches.There are hundreds of companies specializing in SEO that can help optimize your site. But why not try a little SEO yourself? Simply think of two or three words and/or phrases customers might use when searching for businesses like yours, and then type them into the free Google Keyword Tool. You'll receive a handful of similar results that are already being searched. Look for three-word or longer phrases, and use them in the copy on your home page often, without overdoing it.
Use Pay-Per-Click Advertising
Pay-per-click is often lumped with SEO as a website traffic-building tool, but they're actually very different. With PPC, you purchase specific keywords and keyword phrases from a search engine on a pay-per-click basis.For example, let's say you sell Switches and routers in Johnsagnet Technologies. If you purchased the keyword phrase "switches and routers Johnsagnet Technologies," an ad for your website would appear in the paid results section of any searches using this phrase. Then, whenever someone clicks on the link in your ad, you would pay a negotiated fee (known as the cost per click, or CPC) to the search engine.
Publish an E-Newsletter
Electronic newsletters are one of the best ways to drive qualified traffic to your website. When done correctly, they enable you to reach customers and prospects on a consistent basis and direct them to your website for more detailed information about your company, products, and services.It's easy and inexpensive to publish an e-newsletter yourself using services like Constant Contact. The keys to e-newsletter success are to carefully build your database, and to provide value-added content instead of a thinly disguised sales pitch. Also be sure to make it easy for recipients to opt out if they don't want to receive your e-newsletter.
Write a Blog
Blogging is another way to drive qualified traffic to your website and boost your site's ranking in the search engines. Blogs can be used to add more keyword phrase pages to your website, since the search engines view blog posts the same way they do other web pages.Many business owners hesitate to blog because they don't know what to write about, but don't let this stop you. You're obviously an expert in something or you wouldn't be running a business, so spend some time thinking about trends and happenings in your industry that you can blog about and keep customers and prospects informed.
Participate in Social Media
While many social media platforms started off primarily for personal online socializing, businesses quickly got into the act and started using social media to drive traffic to their websites.Creating a coordinated social media and website traffic-building strategy for your business is a big task, and you can hire professionals to help you if your budget allows. Or you can do it yourself -- just take it one bite at a time. For example, you could start by creating a comprehensive LinkedIn profile page, followed by a business Facebook page. Each of these should include prominent mention of and links back to your business website.
Promote Your Website Offline, Too
One of the most common and easily correctable mistakes businesses make when it comes to marketing their websites is not promoting their sites in their offline marketing materials. SEO, PPC, social media, and the like are great online tools for driving website traffic, but don't forget that your customers and prospects encounter your business in the real, physical world as well. For starters, make sure your Web address is printed on everything: letterhead, business cards, brochures, newsletters, newspaper and magazine ads, etc. And mention your Web address in any TV and radio advertisements, too.Make Sure Your Site Looks and Reads Professionally
The preponderance of sites on the Internet makes it vital that your site be professional in how it looks and reads. Amateur-looking and poorly written websites stand out, but for all the wrong reasons.While it's easier than ever to build your own website using free templates like WordPress, it might be worth it to hire professional website designers and copywriters. This depends primarily on two factors: your technical proficiency, and the complexity and role of your website.
If yours is an online or e-commerce business, your website is crucial and you should probably hire pros. If your site is more of an online marketing tool and you have some technical proficiency, you might try doing it yourself.