Give Your Web Site a Small Business Marketing Tune Up

Your web site is like your car. Both are significant
investments that require the right features and regular and
proper maintenance to ensure maximal satisfaction and
performance.

Your car is a finely tuned machine. You bought it not only
to get you from point A to point B but also perhaps to have
some fun and look good as you go. If you purchased your car
new its engine had no wear. To keep it running like the day
you bought it you maintain it regularly: you change the oil
every 3000 miles, you inspect its belts and hoses, you check
its fluids and rotate its tires (or at least you should).
Without such attention the money you spent on your car will
eventually seem like a mistake as it sits idly in your
garage because it won’t start.

Your investment in your web site deserves the same care you
give your car. While the purpose of your car is to get you
from place to place, the purpose of your web site is to help
you develop new business and become more successful. It
doesn’t matter if your business is retail sales or
professional services, your web site is supposed to act as
your store front on the Internet. While your web site
doesn’t need its oil changed or tires rotated it does
require maintenance to ensure it performs as the marketing
tool you intended it to be when you paid to have it
developed.

Here are five things you can do to tune up or add to the
marketing function of your web site.

Fresh content

Fresh content will keep your visitors coming back to your
site just like the oil and gas in your car help ensure it
starts every time you put the key in the ignition. If you
neglect to maintain fresh supplies of either, you’re asking
for trouble. Your visitors seek fresh content. Once your
visitors realize they’ve gotten all their going to get out
of your site they will not return.

Add new, relevant and helpful content to your site as often
as you can and you will keep your visitors happy and
returning.

Keywords

Your keywords are the words your visitors use when they
think about the products or services you provide. They are
like the make and model of your car - they are what get
noticed. Your visitors use keywords and phrases to perform
searches at sites like Google and Yahoo! to find what they
need. They recognize and respond to these words when they
see them featured in search listings, advertisements and
other promotional materials. Make sure you know your
keyword phrases and incorporate them into the Title, Meta
Tags and copy of your web site.

Copy

The advertising copy of your web site can be likened to the
amenities of your car. Your car has a stereo, cup holders
and convenient storage space to address your wants and needs
as you drive. The copy of your web site should do the same
thing. To maximize the marketing function of your web
site’s copy make sure it focuses on the problems, wants and
concerns of your clients. Your visitors will be more likely
to identify you as the solution to their problem if you
demonstrate to them that you understand their needs.

Require Action

Just like your car requires you to step on the gas to make
it go, your web site requires your visitors to take the
action you want them to take in order to function as an
effective marketing tool. No one has to tell you to step on
the gas. Your visitors need to be told what to do. Tell
them to “buy now” or “request our catalog”. If you don’t
they might ever know that’s what they’re supposed to do.

Get Contact Info

Getting contact information from you visitors is like
remembering the keys to your car. If you can’t get into you
car and start it, you’re not going anywhere. Likewise, if
you don’t learn who your prospects are you can’t continue
marketing to them. Most people who visit your web site will
not buy from you the first time they stop by. In most
cases, it takes between six and eight marketing contacts
with a prospect before they choose to purchase something.
Your prospects are no different. If you acquire their
contact information you will be able to repeatedly market to
them.

Take the steps you need to maintain your web site and it
will run smoothly and get you where you want to go.

Copyright 2005 Jeremy Cohen, Better Marketing Results

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The author, Jeremy Cohen, helps small business owners and
professional service providers attract more clients and be more
successful by helping them deliver a web site that sells and
improve their marketing materials to generate more interest
in their products and services. Get his free marketing guide,
Jumpstart Marketing: More Profits, Clients and Success:
http://www.bettermarketingresults.com/marketing-services.asp

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