Web Site Strategies that Work!!
by Philippa Gamse
Published on this site: May 18th, 2005 - See
more articles from this month...
1) Review your goals and markets for your site:
a. Are there clear business goals and desired outcomes behind
your Web site, and for each major page or section? How will you
evaluate your success?
b. Have you defined all the target audiences for the site,
and the "languages" they speak? Do you have compelling
benefit statements, testimonials, case studies?
c. Does your home page appeal to each of your target markets
and audiences? Does it effectively direct them to appropriate areas
of your site?
d. How compelling are the "calls to action" on
each page?
2) How can you take your online business to the next
level?
a. Is your site making the best use of available technologies?
How will you stay on top of online developments in your field? Are
all appropriate staff involved?
b. Does your content effectively position the expertise
of your business? Are there media or public relations outlets that
you could tap for wider promotion?
c. Are you taking full advantage of "real-world"
opportunities to promote your site?
d. Does your business offer other services or customer support
functions that you could provide online? Are there further efficiencies
that you could achieve?
e. Review your contact databases and your use of e-mail
to support your marketing. Do you have clear opt-in and privacy
policies?
3) Review your Web traffic reports:
a. Are there any obvious patterns in your traffic, or the
paths your visitors follow that you could capitalize on, or need
to change?
b. What are the top exit points from your site? Where are
you losing conversions?
c. Which external sites link to you? Are these appropriate?
Are you generating sufficient return on investment for paid online
advertising?
d. Do the search phrases for your site suggest ideas for
new areas of business development?
Philippa Gamse, CyberSpeaker, is a Web strategy consultant
and
professional speaker. To shed more light on your own web traffic
contact Philippa at (831) 465-0317 or at [email protected]
and visit her Web site at <A HREF="http://www.CyberSpeaker.com"
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