Onsharp

In Part I, we talked about ways to help the search engines -- and therefore your customers --  find your website. Onsharp's basic philosophy about successful web sites is simple: less is more, content is king, and outcomes determine success. "Content is king" refers to your initial web design, but it's also true that ongoing efforts with content can improve your web site's results.

Let's put this at its simplest. Now that you've made your web site findable, you need to make sure that your customers want to come to it.

Some visitors will visit your web site once, and contact you immediately. Others may need multiple visits to your site before they make up their minds to buy your goods or services. Others will become regular customers, making your web site a routine stop in their daily internet surfing.

If your web site is useful, entertaining, or a pleasure to visit, your customers will return regularly. Then, when they need your goods or services, they'll naturally think of you.

You need to give them a reason to come back. Here are some proven ways to encourage your visitors to bookmark your web site:

• Write a blog. A blog gives you the chance to update regularly (search engines love new content), and a way to share useful information with your customers. Answer the questions they often ask you in your shop, share tips for getting the most from your products, or provide news about your organization.
• Share links.  If your website is the easiest place for your customers to find those useful websites, they'll come to you first. There's an added advantage -- when you link to related web sites, they'll often link back to you, giving you more "votes" with the search engines.
• Give your customers something to do. If a game, contest, or survey fits your business or organization's image, you can expect your customers to stop by on their coffee breaks and play. Maybe your business is more suited to a downloadable page of safety tips or a practical checklist. Whatever suits your style, giving your visitors something to do will keep them at your web site longer and encourage them to visit more often. 

There are so many options for enhancing your web site, you may find it difficult to choose. You may also find that having Onsharp implement your ideas is a more cost-effective way to achieve them than diverting your staff to these tasks. Contact Onsharp's web strategy team to plan the best approach for your business.