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6. Scan
web for Directories that list similar companies.
Look for web directories and web listing services that list businesses such as yours as a service to internet users (i.e. realtor.com, Hotel / Motel Restaurant Assoc., expedia.com). They will more than likely be glad to include your link.
For fee based conglomerates, weigh out cost of having your listing with them against two factors … will traffic they bring to your site be targeted towards your specific service? Will a link on their site boost your page rank thus elevating your position in search engine results?
7. Link with Government Offices.
If your local Town / County Government or County Tourism Office has a website, ask to be included on their site if it’s appropriate to their content.
New-comers to a Town and those considering relocating to your area, often check these sites to familiarize themselves with what services are available.
8. Search web for other businesses that have complimentary (not competitive) services to yours. Consider whether a link on their website would be beneficial, and then approach them about linking to your site.
For example, we are a marketing and promotion company that does web sites. When clients want brochures or business cards printed we deal with a particular local printer. We send that printer business and printing company put a link to our company on their site.
This is particularly effective for any business that you partner with for clients or services. (NOTE: when considering reciprocal links, remember that you don’t want to drive traffic from your site to another. Be certain that web master adding links to your site assigns link to open in a new window. Also be careful not to link to a site that could steal away any of your clients.)
9. Use your email for marketing.
Start an email list of potential customers and add to it as often as you can. Ask clients and customers for their email addresses, and collect email addresses from potential clients any way you can.
Once a month send out an ezine (email newsletter) to your email list with news about your company. Include content (non-advertising) that will be interesting to your clients.
For example, a real estate agency may include a short piece on home improvements. Always give ezine receiver an “opt out” link at bottom of email. Be sure to include links throughout your ezine that will drive viewers to your web site. Add a link on your web site to subscribe to this monthly ezine.
Be certain to have all staff include an email signature on every email sent out that lists your web address.
10. Change Content of your web site frequently. We find that clients who have a “rotating page” – that is a page that is designed to be updated daily, weekly or monthly – have more traffic and keep their ranking in search engines.
Rotating content keeps your site "sticky" - that is, it gives users a reason to return – a reason to bookmark your site. Some suggestions for rotating content are a “monthly specials” page, “featured product or service page” or a monthly article pertinent to your industry.
We have a "featured partner page" that changes monthly. It highlights a client in our network. We use that monthly change as a header in our ezine. Rotating content will keep your web site from become static and create a reason for visitors to return.
Be sure to establish a good working relationship with your web developer, if they will be serving as your webmaster. Keep lines of communication open, ask questions, and make them aware of your needs. Web developers are generally good people that want to make their clients happy. The success of web site often hinges on success of developer / client relationship. When relationship is good synergy created between two can do wonders for your company and your customers.
Mindie Burgoyne is an Organizational Development Consultant and owner of Lowershore.net, a Maryland Business Development Company. She lives on the Eastern Shore of Maryland.
