Here is my list of "The Seven Most Important Things You can do Online":

1. Identify all your Online Markets It's a common mistake to focus your attention on obvious target audience for your meetings site - potential attendees.

But many other types of visitor may find your site, and it's important to consider whether they're important to you, how you want to engage them, and what outcomes you'd like to achieve with them.

Visitors to your meetings Website might include:

* past / potential attendees * suppliers / vendors / exhibitors / sponsors / insurers * Board members / employees / volunteers * content seekers * media * job seekers * competition

"Content seekers" is term I use for members of public who may not be regular customers or members of your organization, but who find you through a keyword search because they're interested in content of your meeting. If you admit public to your events, this is an important audience who might require different communications from your regular participants.

If you're looking for publicity, don't forget importance of a press center. This should be very easy to find, and should contain all information that a reporter would need to cover your event - they're usually under tight deadlines and will really appreciate this.

I include "competition" in this list because many people have asked me whether it's dangerous to put too much good information on your Website "in case competition sees it". My (somewhat obvious) answer? "If your competition can't see it, neither can people you're looking to attract!"

2. Set your Goals This sounds self-evident, but is often overlooked. You can't evaluate your return on investment (see #7 later) if you don't know what you want to achieve. What will be your measures of success for this site in terms of your meeting? What are key outcomes that you want - registrations, exhibitors, media attention, ongoing discussion forums, etc.

Also consider expenses of site against any potential savings - for instance, if you're implementing online registration, you want to be satisfied that your system can replace (and hopefully improve on) your real-world processes in a cost-effective manner.

3. Make it About Them, not You Your site should be written from your visitors' point of view, not yours. Does your meeting description page clearly recognize why reader might be there - what's in it for them to attend your event, and why they should care? What are problems or issues that they might have, and how will participating in this meeting address them?