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Home > Books > SBWTW > Chapter 9

Small Business Websites That Work

Book cover: Small Business Websites That Work By Sean McManus
Published by Prentice Hall (Pearson)

Promoting your website

Your website will falter if you have poor content or impenetrable design, but it will die if you don't promote it

At a glance:

Chapter summary

Website promotion needs to permeate your whole business. There will be activities you undertake for the first time, such as registering with search engines and possibly advertising on other websites. But you should also make sure that your site is promoted widely throughout your company on 'free' advertising space. Tell receptionists the address and when they should refer customers to it. Ask sales assistants to chat to customers about the site.

If you've got the content right, other websites will want to link to yours and customers will want to come back. Make it easy by telling them how to do so.

Don't waste time on ineffective promotion. Target your customers as narrowly as you can and create a promotional message that will give them a good reason to visit the site. Use it everywhere you use your domain name: make your potential customers feel like they're missing out if they don't visit.

Promotion doesn't stop after the site's launched. You'll need to keep bringing previous visitors back to the site and keep telling your new walk-in customers about it. You'll need to keep attracting strangers to your business through the website as well.

Armed with data on who's coming to your site and what they're doing there, you can re-promote it to increase awareness among other target markets you need to break into. Chapter 11 discusses how to find out who's visiting.

These are the subheadings in this chapter:

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