Plan Your Web Site Effectively for Max Success
Types of Websites
Explore the types of Web Site Business Models
Site Types 2
More information on the strategic types of sites
Strategy Planning is essential to Success
Make sure your strategy is up to snuff
Technical Strategic Planning an Outsourcing Contract Work
More on Outsourcing Contract Work
Deciding what will go on your business site and who will provide it
Determing a schedule for content management
Automation for Content Syndication
Keyword Planning Suggestions on preparing keyword research for your site.
Brainstorming and organizing the architecture of your website.
Information Architecture 2
More discussion on the lower tiers of site heirarchy
Technology Planning Scaleability considerations for large and growing sites.
Tech Planning 2Weighing the value of flash technology.
Creating a budget and using it effectively
What type of web host will you need?
Labor related expenses for site creation
Measuring financial success and ROI
Developing a Web Site
Design and Development
Establishing the importance of credibility in design.
Writing the Initial Code
Programming considerations for when you get down to programming.
Promoting a Web Site
Offline promotion can be a powerful way to drive local traffic to a website. For many types of websites local traffic is the most beneficial. Users in the same local market that visit the site are more likely to be interested in goods or services when they have the assurance of someone nearby to talk call if something goes askew. Offline promotion has reigned king for many years until the recent exponential growth of the Internet. The Internet now offers a medium that is much more measurable and has farther reach than traditional advertising mediums. The traditional mediums, however, are still useful and can help to drive additional targeted traffic to a website.
There are many great ways to use offline promotion to promote a website. “Free print” is a great way to launch a site. When a site is first released to the world the developer may be able to get free advertising via press releases in local newspapers or magazines. This is a great way to announce the release of a site, and best of all it can be free.
The domain name of a website should be plastered on any advertisement that an organization places. The website serves as a tool to provide more information than what can be placed in a traditional advertisement for much less cost. There really is no limit to the amount of information that can be placed on a website, and leveraging this new tool should be a top priority to any company. Some of the other places an organization can advertise a website include; posters, flyers, billboards, stickers, cars, and clothing. These areas should not be neglected in the promotion of a website.
Advertising executives are not often willing to admit that the old methods of advertising are not comparatively as useful as they used to be. Since it will probably be quite a while before executives will be convinced to dump the significant portion of their budget into online advertising, it is important to use the advertising to serve a dual purpose of promoting the website while utilizing the traditional methods. A domain should be listed on all billboards, magazine or newspaper articles, and signage.
Everyone loves freebies. Giving away free stickers or tee-shirts advertising a domain name may go a long way. The gifts should be included in the orders of top customers, and given away at trade shows and promotional events. Word-of-mouth is still the best and most powerful form of advertising. A satisfied customer with a domain name tee-shirt can be a company’s best billboard.
Any organization that has a company vehicle should have the company website listed on their vehicle. This is a very cheap and effective form of advertising. When someone sees a company car driving down the road, and the company sounds interesting they are pleasantly surprised when they can go to a website and find out more information. Domain names on a company vehicle will help to deliver localized traffic, and jog the memory of visitors in the local area to visit the company’s website. An added perk is that it might even keep employees from speeding.
Listing domain names on a billboard is a must as well. Billboards are often designed and paid for just to improve credibility and brand recognition in high traffic areas. Since these are some of the same goals of a website it is only good sense to place a domain name on company billboards.
Offline advertising is one avenue to drive traffic to a website. Unfortunately,
offline advertising can be quite expensive and ineffectual compared to online
advertising. Companies that already employ offline advertising through traditional
media should position their website in existing advertisements and budgeted
funds should start to be migrated towards online advertising. Companies based
primarily on the Internet will probably not benefit much from traditional offline
advertising due to the relative inefficiency and expense when compared to online
advertising. Offline promotion is only a short-term solution to the problem
of low website traffic.
(All in a single document) Appendix 1-1: Overture Search Term
Appendix 1-2: Wordtracker Search Query Research Tool
Appendix 1-3: Google Sets Website Theme Research Tool
Appendix 1-4: Reach/ Acquire/ Convert/ Retain
Chart Appendix 2-5: Zehnder’s of Frankenmuth Information Architecture Flowchart
Appendix 2-6: Search Engine Themes Pyramid Information Architecture Example
Appendix 2-7: Webpage Download Time by File Size Chart
Appendix 2-8: Expected Locations for Common E-commerce Elements
Appendix 2-9: Website Usability Checklist
Appendix 2-10: Text Vs.Code Ratio/ Content Near the Top of Souce Code Examples
Appendix 3-11: Overture Bid Price Tool
Appendix 3-12: Webalizer Website Visitor Tracking Tool
Appendix 3-13: AW STATS Website Visitor Tracking Tool Appendix
3-14: Clicktracks Website Statistics
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