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[G471]Grant For Small Businesses

by Incisecomms, Inc

Your starting point should be to look at how people are currently using the web in your market - both competitors and customers. Search engines account for over 80% of all website traffic. Each search is logged and if you know where to look, you can find out the precise search phrases people use to find companies like your own. This includes data about the number of searches by phrase in each of the main engines and details about the number of web pages competing for that phrase.

This kind of traffic research is essential because it gives you an insight into the latent, and possibly unfulfilled, demand for your service. If there are hundreds of people a day already searching for what you offer and very few web pages competing, you'll be in an excellent position to generate website traffic and revenues as soon as your website is online. You can optimise for those phrases or bid for them in the pay-per-click engines like Google Adwords.

That, unfortunately, is a dream scenario. Whilst there are and always will be discreet niches to be tapped, the vast majority of websites have competitors, some of whom will be well established online. Generating more website traffic in this scenario is tougher but far from impossible.

Strategically, this stage in your promotion planning is about understanding the level of demand and competition in your market. The next stage is to develop the benefits of your product or service so that you can create an irresistible sales promotion. These benefits could include things that are unique to your business or simply be industry standard benefits packaged together and expressed in such a way that they appear unique.

Successful website promotion relies very heavily on testing and measuring every aspect of your traffic promotions. The great thing about the web is that there are now freely available performance monitoring tools that allow you to track the number of people responding to an advertisement, email, promotion and so on at the click of a button. The critical point is to build these mechanisms into your marketing before you start. If your mantra is to test and measure, you will succeed - it's just a matter of time.

Search engines are critical to any website traffic promotion strategy. With over 80% of website visits originating from a search engine, you just can't afford to ignore them, unless your business is called Ebay or Amazon. There are two ways to promote traffic to your website through the search engines - optimisation (SEO) and pay-per-click advertising (PPC).

Pay-per-click allows you to drive people to your site - you pay each time a prospect clicks on your advertisement. Many businesses do very well from PPC because they've either learned how to make it work or hired professionals to help them. Tactically, PPC is great because it's so flexible - you can turn it on and off whenever you like.

While we regard PPC as a tactical tool, Incise sees SEO as critically important to the medium to long term visibility of any website. This is why we research the search engines at such an early stage in any project - by understanding how your market is using the search engines, we can get you a head start on the competition. So we ensure that every site we build is search engine friendly and that our clients have the plans and tools that will enable them to build their profiles in the natural search results of the search engines and generate more targeted traffic to their website.

Other tools that may comprise a website traffic promotion plan could include:

business blogs enabling you to communicate dynamically and personally
RSS feeds enabling other sites to display your content and link back to you
Opt-in email newsletter publishing systems allowing you to control the flow of information to prospects and customers
content syndication - distribution of your articles to article directories and ezines
e-commerce functionality and database development
affiliate marketing
joint ventures with other web businesses
and last but not least, comprehensive statistics about your site that will enable you to adjust your site and its marketing to improve your return on investment.
If you want to generate more website traffic, please get in touch. Incise is a web promotion company offering traffic building and sales conversion services as well as implementation of web site design, build and hosting.

Is your small business web site ineffective as it is? Or, are you taking the leap onto the world wide web for the first time? Either way, you're searching for the answer to the question, "what does an effective website contain?" Well, there is no simple answer to this question, as I'm sure you already know. However, I can provide some steps to help you evaluate your site's purpose--knowing a website's purpose is essential for developing effective content.

What is your site's purpose?

If you don't know what you want your website's visitors to do once they're there, your site, more than likely, does not have a clear purpose. By answering the following questions, you should be able to narrow down your reasons for having a site:

Does or do you want your site to encourage potential customers to contact you (via e-mail, phone or contact us form)?

Does or do you want your site to offer tools or resources for visitors (calculators, forums, downloadable information, etc...)? And if so, why?

Does or do you want your site to provide information about your company? About your industry?

Does or do you want your site to sell products?

Does or do you want your site to collect information from visitors (e-mail addresses, mailing addresses)?

Once you answered each question, you can evaluate content needs.

Encouraging Contact

If you want potential customers to contact you, you must encourage them to do so. How, you ask?

- Tell them to and have your phone number on every page.
- Ask them to send you their address and phone number for more information via a sign up form. Have a link to this form on every page.
- List an e-mail address that they can send questions to. Have this information on every page.

You'll notice the "on every page" aspect of each of these options. If you want visitors to contact you, the way to do so needs to be easy to find. Your text on each page should also refer visitors to the contact option as well so they know exactly what you want them to do.

Tools and Resources

If you have information or a forum or some other tools or resources you want your visitors to use, make sure they are aware of their existence and that people know how to use them. Different tools require different kind of promotion (for example, a forum needs to be monitored and questions and comments need to be responded to; where a tool for calculating the cost of building a deck just needs instructions and a "what to do with this information" description).

Make sure visitors know not only where these tools are, but also why they are there and how their use will benefit them. Don't just add functionality for functionality's sake…if it doesn't support your site's purpose, it shouldn't be there.

Providing Information

If you will be providing information to your visitors, make sure you have it indexed and easy to find. Adding a search form to your site is useful as well. It is also essential to not only keep adding articles to your "library" but to make sure visitors and customers are aware of the added content (perhaps via an RSS feed or an e-mail newsletter).

Selling Products

If you sell products on your site, obviously your purpose is to get people to buy the products. If a visitor goes to your site and doesn't see any products, well, obviously they won't know to buy them. Once someone arrives at your site, they should be presented with your products and be provided ample reason to buy (for example, a testimonial about the product on it's page, a quality guarantee, etc…). Your home page should also showcase different products on a regular basis and include the same incentives to buy.

Collecting Information

If the main goal of your site is to grow your mailing list (regular mail and/or e-mail) you have to provide visitors a very good reason to give you their information. Collecting information can be combined with other things, for instance, getting customers to contact you can require getting their information. Also, when you provide information, something like a special report, you may require they provide their e-mail address or other contact information. You can be a bit creative here, but remember, if what your giving isn't worth it, they won't give you their contact information.

Other Items to Include

There are a few items that I believe every small business web site should have no matter what its purpose. These are an "about us" area, a "contact us" page or information, a sitemap, a privacy policy and disclaimer page.

The "about us" page can share your small businesses story with visitors and provide a history. People generally feel more comfortable doing business with people they know, sharing your story is a way to let your visitors get to know you and your small business.

The "contact us" page should contain your company name, physical and mailing address, phone and fax numbers and at least a general e-mail address. Why, because people may want to contact you and it is frustrating if there is no way to do so. You can limit what items you provide, but I encourage you to share as much as possible.

A sitemap allows visitors an overall look at your site and its content. It is also helpful to search engines when they index your site. If your site is small, you may not need one, but they are useful.

Privacy policies and disclaimers are important for sites that collect personal information and provide informational resources. You want your visitors to know how their information is used once in your possession and you also want to make sure you are not legally liable for how people use the information you provide.

Go Forth and Fill Your Website

After all this, you may still feel like you're not sure what should be on your site--As I said, this is not a simple process. However, if you answer the questions provided and plan your site from there, you will be led to your desired outcome, an effective site for your small business. Take your time, evaluate your purpose and format your website accordingly, your small business is worth it.

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About Author

Both Incisecomms & Kelly Biedny are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Incisecomms has sinced written about articles on various topics from Site Promotion, The Internet and Your Online Business. . Incisecomms's top article generates over 12100 views. to your Favourites.

Kelly Biedny has sinced written about articles on various topics from Ezines And Newsletters, The Internet and Marketing. . Kelly Biedny's top article generates over 1900 views. to your Favourites.