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Drive Targeted Traffic to Your Website: Web Ready, Part
2
by Mackenzie Fogelson, M.A.
Printable Version
After reading Redesign or Refresh: Web Ready, Part 1, in preparation for the New Year, you have decided to invest in a Redesign or Refresh of your current Website. You’re Web ready for the New Year. Now what? You’d like to get the most value for the investment that you have made in your Website. Try some of these solutions for driving targeted traffic.
The Obvious Ways
- Use Print Marketing
Utilize your print marketing to drive traffic to your Website. Every print marketing material that represents your company should display your Website address: business cards, letterhead, flyers, brochures, postcards, magnets—anything that will accommodate your URL. This is one of the easiest and most obvious ways to direct traffic to your Website.
- Show Them the Way
Get in the habit of using your Website as a resource and demonstration tool. When current and potential clients call for information, answer their questions by directing them to your Website. Guide clients to specific pages, materials, and information on your Website that relate to their inquiry. Eventually, your clients will direct themselves to your Website for the information that they need. This increases efficiency and makes use of the investment that you have made in your Website.
Additional Solutions
- Search Engine Optimization (SEO)
Optimizing your Website for the search engines increases the chances that your Website will be listed top 10 in the engines (Google, MSN, Yahoo) for specific keywords and phrases related to your industry.
Search engines like Google want to return the most relevant results to searchers so that they will continue to come back and use Google again and again. If your Website is optimized, you are assisting Google in understanding that your Website is full of useful, valuable, and relevant information that could satisfy those who are seeking information related to your industry.
Once the search engines recognize that your Website is a valuable resource in your industry, they continue to check back periodically, re-crawling your Website for new information and useful resources. This process helps to establish your Website in the search engines—ultimately enhancing your rankings over time—and satisfying the clients that you have just directed to your Website.
- Email Marketing
Email Marketing is beneficial in many ways. Not only does it help cultivate relationships with current and potential clients, but it can work in conjunction with your Search Engine Optimization efforts, and drive targeted traffic to your Website.
When it comes to Email Marketing priorities, second to establishing your company as a valuable resource for your clients is developing a clean email list. In order to direct targeted traffic to your Website through Email Marketing, focus on building a list of recipients that reflects quality. Who would benefit from the valuable information and resources that you are providing in your Email Marketing campaigns?
Over time, make the effort to collect emails personally from the clients that you are targeting. Let them know that you have a valuable resource to offer, and then prove it to them by sending valuable information in every campaign.
Make the Most of Your Investment
Driving targeted traffic to your Website can increase the exposure
of your company and add value to the investment that you have already
made in your Website. Rather than waiting for your target audience
to find you, these solutions can assist your company in being proactive,
reaching potential clients, and making the most of your investment.