Make Your Website a
Daily Destination
Every small business loves the exposure,
empathy and sense of community that having
a website that's a daily destination for consumers
can generate. But getting people to visit on
a regular basis can be a challenge, especially
if updates are infrequent or all you have to offer
is the occasional monotone press release or product
announcement. Thankfully, building a website that's
“sticky” enough to keep users engaged and coming
back doesn't have to require investing thousands or
reinventing yourself as the next online media empire.
All it takes is a little elbow grease and personal touch,
as indicated by the simple strategies below,
each designed to send your homepage's daily
number of visitors soaring:
Connect and Communicate: Make no bones about it:
Blogging should be an essential part of any modern
website. After all, a few clicks is literally all it takes to
post updates in real-time around the clock, creating
a steady stream of content that promises something
new and exciting with every visit. Better still,
professionals at all experience levels have the
capability of readily doing it, and the practice also
helps put a personal face on your organization,
shining the spotlight on the individuals behind it.
However, to really captivate an audience enough
to keep them returning, take note: You'll also need
to provide content that's dynamic, unique and offers
measurable informational or entertainment value,
plus speak in a language that all can understand.
In short, the occasional pre-approved sound bite from
the HR guy or gal won't cut it. Rather, you need to
address audiences like you're having a normal conversation,
and provide content with meaningful substance to the reader.
Making-of articles, features detailing how to get more
from your products, partner profiles, project diaries,
step-by-step how-to guides, interviews with notable
personalities or internal stakeholders: All present
compelling ways to connect with audiences while
also keeping them interested and informed,
providing ample incentive to keep coming back.
Emphasize Community Building: As social media
insiders well know, creating a sense of community
around your website is one of the most powerful
tools for engaging and ultimately enthralling prospective
fans. But doing so doesn't simply mean throwing up
a sponsored message board then leaving it to stagnate,
or e-mailing customers sporadic newsletter updates
that regurgitate existing material easily found elsewhere.
Rather, you have to not only encourage discussion
and actively take part in conversations by dedicating
internal time and resources, but also make customers
feel as if they truly have a voice in the discussion by
listening to their concerns, responding and sourcing
feedback at every opportunity. Implementing programs
that recognize and reward valued contributors is also
vital, as is creating fan-based initiatives that allow
community members to contribute and share ideas,
concepts and creations of their own. Even simply
giving enthusiasts the chance to submit designs for
your next fundraiser's logo or arranging times where
they can chat with top execs to provide input on
upcoming ventures won't just engender goodwill.
They'll also excite and empower a legion of amateur
brand ambassadors--an essential source of free
ongoing updates and constructive conversations,
which will both attract users to and keep them
enamored with your site.
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