A web strategy is made up of three components:
- Web Site Design: A well designed web site that calls people to action
- Internet Marketing: A marketing program that drives quality traffic to the website
- Lead Development: A means of cultivating and closing leads at the company
Your web site must be well designed by a professional web designer. The web is becoming more sophisticated and poorly designed sites are easy to spot. Good design includes the following elements:
- A professional and polished look to all graphical components
- Easy to use and easy to find navigation that remains consistent throughout the site
- Graphics that have been optimized for size
A good design should also motivate users to take an action. An action can mean making a call, filling out a form or actually purchasing something. For example, if you operate a vacation property you should have an invitation to book a room on the home page.
There are lots of methodologies to get traffic to your web site. You want to make sure that you are getting qualified web traffic that is interested in your product or service. Hits are meaningless. Sales are what you are after.
The best way to get qualified traffic is to determine what search terms are most applicable to your business. The search terms are then used in pay-per-click advertising, search engine optimization, vertical portals or a combination of all three to drive traffic.
Once you are getting traffic you have to measure conversions. A conversion is basically just a visitor that initiates some type of action that you want them to take. This could mean making a purchase or picking up the phone and calling you. You can use the data from conversion tracking to determine what search terms are working the best and make quality management decisions.
There are some products and services that are purchased strictly over the web and do not require human interaction to close the deal. There are many products or services that are better sold when the transaction is facilitated by a real person. In these cases you want to have a toll free number easily available to people so that they can call and get more information. Another method you can use to help close sales is to add a live chat service to your site. This capability will let you see who is on the site and then try and initiate a chat session with them.