Rule 12 – Make Sure Your Website Is Working For You
All businesses have a website – don’t they?? Let’s assume they do. Your website is your 24-7, 365 days a year shop front, with lights on which send out your message. It works when you are asleep and it allows customers and prospects to look at your business at any time of the day. Here are a few tips to ensure that your website works effectively for you:
What do you do? Many companies have stylish websites that have no clear messages of what they actually do on their home page. If your home page does not contain a clear message of what your product, skill or service is, in simple to understand terms search engines like Google (the most popular) will not be able to categorize your site. Make your content is engaging, current and topical. Keep up to date with what is happening in various markets, predominantly your own, as this makes your site a reference point. This means people will keep coming back to you, linking to your page, again bringing Google back and pushing you up the Google listings. Content needs to be current. For an example, see Times Online or the BBC news website.
What makes good content? Compelling case studies, white papers, news, blogs, commentary, tools that people will want to link with, top tips and free downloads. In the construction industry the Holy Grail was the Olympics in 2012. We all want a slice of that prestigious project. Post messages and news on your website regarding 2012, your views, your part of the project (if you are fortunate enough to be involved), products or services you have that would match 2012 and so on. This will ensure Google comes back to you, elevating your position in the rankings and proving your credibility with this project. By blogging and using social networking sites you are keeping things ‘live’ and informative. As with your web content, keep things up to date and current and in line with the topical affairs that rule your industry. Set up a Facebook account for your business; it is an ideal way of piling content onto the Internet. While it will appeal to a younger audience, the youth of today are tomorrow’s decision makers. Publish and share information. This will lead traffic to you via searches. Surfing the latest news on your industry and putting this on your own website will ensure you are up to date, current and topical … and it is guaranteed to drive more traffic to your site. Write and publish articles relevant to your business. These can be sent to online versions of printed media titles, online forums, and news sites. Online publications are hungry for content. You can provide it. Also share links with trusted affiliates. Publish links to your site in forums, journals and blogs. Publish as many as possible, as long as they are relevant.