So, you've just paid 300 - 10,000 for a new web site to be designed 'registered your URL' and now it's sitting on the World Wide Web. All your new stationery and Business Cards give the Web Site address quite clearly. The designer assures you that it has been 'submitted' to all the 'Search Engines' and, when you type in the address, there it is.
You've told your customers all about it and they visit it occasionally ... No-one else seems to find it. No new enquiries and the visitor counter is moving slowly nowhere. Sound familiar?
What could have gone wrong? Was it all a waste of valuable marketing resources? Is the Web a wasteland and has the 'dot.com' bubble really burst?
The simple answer is that nothing has gone wrong, all that remains to be done is to 'market your site' effectively and the enquiries should come flooding in.
So let's go back to good, old fashioned, sales and marketing basics - AIDA - Attention, Interest, Desire, Action.
Unless you get the customers attention they won't even know your Web Site exists and, if they don't know it exists, how can they find it among the 2.6 billion other Sites on the Web!!
Entrusting the 'selling' of your site to a Web Page designer is a little like expecting a printer to distribute your brochures to your prospective customers and waiting for the orders. The responsibility, therefore, is yours and you, or a member of your marketing team, have to grit your teeth and get on with it.
Interest, Desire and Action should emanate from the design and content of your Web Page, however the first step, Getting Attention, has to be done successfully before any of this can take place. This article focuses on this vital first step
How to get Attention on the Net
To get attention on the World Wide Web you have to get your site listed on the major search engines, and that means within the top 20 places, otherwise your prospective customers will find a similar product, or service, long before they reach you.
Imagine the Internet is like a giant Yellow Pages, with no index, wherever it falls open is where your prospective customer starts to look. It is therefore essential that your site is right at the top of the first page they see.
80% of all traffic to a Web Site is through the major search engines and 'off-line' marketing activity currently accounts for only 2% of 'hits'. This will probably continue into the future, so no amount of advertising will bring the response that a search engine 'listing' will bring, particularly if you are using the Internet to reach the International Market.
To achieve a high listing you, or someone in your team, have to understand how search engines work and then adapt the web site to get their attention. Alternatively you could pay a consultancy to achieve the same results - however no-one will understand your customers the way you do therefore the time and effort invested in developing net skills in house would be worth it. In addition it would be more beneficial if the person selected were from a sales and Marketing background, who knows the products, with a smattering of IT know how, than a 'techie' - After all, this is marketing.
However, a mistake often arises from a simple misconception. The customer you are targeting with the web site is not the end user - your product, or service, and the design of the site, once they get there is supposed to do this.
The customer for the web site itself is the search engine and its 'buyers'
The 'buyers' fall into 2 categories Search Engine 'spiders' or 'robots' who are totally logical, electronic and not very clever and Human reviewers who are not so logical, know what they do, and don't, like and may be influenced by a snappy description. Let's take each in turn
Search Engine Spiders
Spiders are computer programs that roam the World
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