Have An Online Presence

68% of avid Internet users will try to look or go to your Web site FIRST before contacting you.

It's the new Yellow Pages, folks, and with millions of Web surfers every day, your Web site has to work harder than your Yellow Page ad to get and hold the viewer's attention. Whether you are designing a basic page to establish a Web presence, an interactive site with Flash animation, or updating a site that has become dated, the basic principles are the same.

First - get viewers to your Web site! Choose a memorable Web address that suits your brand or explains as simply as possible who you are. The Mechanical Contractors Association of New Jersey uses mcanj.org. Pretty easy to remember that one. Once you have named your site you need to understand what search engines look for when someone searches for information on the mechanical construction industry.

Search engines look for key words in your code, as well as in the text on the pages of your site. Consider the words and phrases that your audiences might look for: mechanical construction, piping, HVAC, etc. Write the copy for your site based on your keyword phrases, and not the other way around. Use your phrases as many times as it makes sense to do so.

Don't expect people to flock to your site just because you invested in a site that you think is great and your key words describe who you are exactly. It may take months for search engines to recognize your presence on the Web, so find ways to get your Web address out there. Put it on everything - business cards, yellow page ads, brochures, in emails you send out - everything!

Of course before anyone reads your copy they must be drawn into the site by a design that communicates professionalism and trustworthiness.

There are several considerations that will ensure a clean, professional design that viewers want to return to:

. Professional appearance makes a site feel solid; clear navigation conveys respect for customers and an implied promise of good business. Typos or difficult navigation communicate disregard for the users.

. Comprehensive, correct, and current content shows attention to your product, your site and your customer. Make it someone's job to manage the Web content, keeping calendars and public relations offerings current.

. Connect to the rest of the Web with links in and out. Not being afraid to link to other sites is a sign of confidence, and third-party sites are much more credible than anything you can say yourself. Isolated sites feel like they have something to hide. Linking to a non-credible site is just as bad.

When your site is complete and you're ready to go live, test it first. Make sure you, your friends and your staff can all navigate the site easily, that your links all work, and that all content is current. Now get it out there on the Web.


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successful marketing.


© Nehlsen Communications 2006-2008