The Internet has unlocked a new world of opportunity for even the smallest businesses. It’s a great equalizer and allows you to play in a global market place. However, I find too often that businesses decide, “I need a web site.”  Why?  “Because someone told me I should.”

Despite feeling puzzled or hesitant by the idea of promoting the business online, you go ahead and have a web site created. So, now your business is on the internet, but nothing happens.  If people can’t find your website, it’s valueless. There is far more to the Internet than a website.

It’s about 'findability', then usability. Once potential customers get to the site, your business only has seven seconds to make an impression. The important point is to make those seven seconds count. I’ve analyzed lots of web sites, and, frankly, most are not very good, with amateurish design, weak page architecture, or not making the site “search engine friendly".

YOUR business web site doesn’t need to follow the crowd, and getting traffic is more than a web site - - it’s a strategy. The elements that will promote traffic to your web site are:

• Rich content - - People want content, and, by the way, so do search engines.
• Powerful links - - both inbound and outbound.
• Effective keywords - - no just guessing at them.
• Updates - - Give a reason for customers, and search engines, to come back to your site.
• Social media strategy - - You’re building a community, but how do you know if people are coming to your site? By installing simple but effective metrics, you will understand how people are using, or not using, your site.

Web sites are the most measurable marketing investments that a business can make. But once you’ve gotten the traffic, what’s next? Changing page hits into customers! It doesn’t matter if you are getting thousands of people to your website if they ultimately don’t end up doing business with you. Remember to put yourself in the shoes of your visitor:

• Focus on benefits before features.
• Create a great customer experience.
• Have a “call to action" - - You want them to take action!
• Give an offer - - and change the offer frequently.

Your web site is a direct reflection of you and your business. People like uncluttered and useable website's with simple navigation.

Content is king!  Remember that people are looking for information. Paying attention to your site's content will have powerful results on how you impact your audience. I see too much sizzle and too little content. Your internet strategy is an on-going process. Adding and updating content, resources and contacts are all vital!

The Internet improves the reach and cost-effectiveness of your marketing. It can help you build your company’s reputation, your brand and win new customers! So, don't get lost in the Internet!