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.
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