As many have by now discovered, just having a website online does
not mean that potential clients are "virtually" tripping
over themselves to visit their site...
One of the great benefits of the Web is it's accessibility -
practically anyone can have an online presence. Unfortunately,
this is also one of the negative points - the amount of content on
the Web today is truly staggering, which means that without
careful planning and intelligent effort, it could be easier for
clients to find the proverbial "needle in the haystack"
than to stumble across one's site.
This has left numerous businesses somewhat disillusioned about
the potential of the Web to generate profit, both directly and
indirectly. However, just because it did not quite turn out as
expected the first time, does not mean that this is a necessary
The methods used to improve this state of affairs can be
broadly categorised into two - passive website promotion, and
active promotion. There is no "better" choice, both
means of website promotion are complementary, and both must be
employed to ensure the best possible results. Naturally, dependent
on many factors, not least cost, one may favour to a greater
degree one method over the other.
Don't be fooled by the title! This does not mean that one can
simply lie back and let it all just happen! Passive Promotion
refers to all the techniques utilised to ensure that your website
can be found, where and when it matters, by your target clientele.
"Passive" means that your visitor comes to you on
his/her own initiative, without you "pushing" your
website/products/services to the client - i.e. the client finds
YOU because he/she WANTS TO, and is actively seeking out the
services/product that you are offering.
Thus, everything is done to ensure that your site is
"prepared" for this search by your potential client, in
such a way that he/she WILL find your site, and find it as quickly
and easily as humanly possible. This is, naturally, very important
since there is undoubtedly great competition for this client's
custom, and such competition may come from the most unexpected
places, with none of the traditional distance barriers.
Read more about our Web Hi-Liter programme here...
Active website promotion is all about using other
techniques to actively: a. make potential clients aware of your
site, and encourage them to visit; b. increase brand awareness; c.
a combination of the above. It resembles closely what one would
consider to be traditional advertising, in many ways, but given an
online dimension and with exciting possibilities which are just
not possible utilising other delivery media.
There is a choice of strategies for active website promotion,
ultimately the selection is usually a combination of several
options, each option's weighting depending on factors such as the
results expected from such a campaign.
- identifying the best sources for your target market, and
paying for enhanced listings/positioning within these sources
- distributed and targeted advertising, such as paid banner
- utilising e-mail opt-in lists, both from subscribers to your
site (if appropriate) or as offered by third parties.
Naturally this list is not exclusive, other possibilities
abound. However the most important factor, since there is,
naturally, a cost element involved, is the monitoring of results.
The progress of, for example, a banner advertising scheme, must be
easy to monitor via a user interface, such that one may have a
means of studying the return on investment - facilitated by
integrating visitor statistics interpreting tools into the
Such tools, commonly known as "hit counters" but
offering fuller statistics than simply the number of page views,
can also supply information such as where your visitors are coming
from (referrals), thus it is easy to see which campaigns are
working and which are poor performers.
How may we help?
We will consult with you on the combination of schemes which is
likely to offer the best results - we will study your online
"product", your goals, and expectations. We will seek to
understand your client, even, and your competition. We will then
recommend a course of action, avoiding the common pitfalls, of
which, for the uninitiated, there are many. Our experience in this
field will prove invaluable - we can see through schemes which, at
first, appear to be a good idea, and can normally spot a
non-starter from a mile away...
We are "with" you all the way through the campaign,
monitoring day by day progress, and fine-tuning/adjusting
accordingly for maximum effectiveness. Come the satisfactory
conclusion, we are sure you will be pleased with the results - and
in all probability, you will decide to extend the campaign, and
convert it into an ongoing commitment.
Interested, but don't know where to start? Contact