What movie was it that used the line "If you build it they will come" ? If you guessed, "Field of Dreams" with Kevin Costner you are right. Although this is a cute-catch phrase, it doesn't work in real life, especially on the internet.
For example, would you ever dream of opening a store and telling anyone what you do or where you are. If you did nothing else, you would at least rely on walk-by or drive-by traffic. Unfortunately we don't have that luxury with the Internet. If you don't tell anyone that you have a website it is pretty much guaranteed that you will have few (if any) visitors to your site.
Given this knowledge, the question for many people is not when, but how do I advertise my Website and get lots of people to visit my site where they will buy my product and make me a wealthy? There are many ways of advertising and promoting your web site from Television ads to registering with the search engines. There are no rules when it comes to advertising and promotion. Whatever works is what you should do. Before you decide that you want to promote your website, there are a few things you should consider.
Your Website Usability
What is the purpose of your website? Is it simply an "on-line" brochure to advertise and describe your business; is it to provide your clients with information; or are you actually selling products or services on-line using e-commerce. Does it look professional and represent your business properly? These sound like basic questions but they are critical to acknowledge as they will help guide you in where your advertising activities (and in some cases investments) are best spent.
Does your website function properly? Is it visually attractive and when some visits it? Are they able to navigate around it easily? Some website are frustrating to use and tend to drive people away or at the least make it less appealing for them to come back. Make absolutely sure your website is easy to use and has a clear focus (selling, entertaining, informing or ??).
Advertising Options
Some people will say that because your web site resides in "cyberspace" this is where you should advertise. Although true in part, there are alternatives.
If you are selling product that is only available for local consumers (like brick or top-soil) it is not necessary to advertise globally. If on the other hand you sell product to people world wide then global promotion IS important.
Global website promotion can take many forms, from search engine registrations to banner ads. Local promotion might be better done with your local newspaper or radio. What is important is to match your business with the most effective audience in order for your business to get the greatest impact. This lists of advertising options are endless, and the most important thing to keep in mind is to do something so you don't end up with a field of "broken dreams".
Colin Knecht
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