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Article Title:
==============
Accelerate Online Sales - 3 Steps To Generating New Business
Article Description:
====================
Driving prospects to a Website is only the first step in a
successful search-engine-optimization program. Unfortunately,
90 percent of businesses only focus on this first step, while
a successful online campaign actually has three critical
components:
Additional Article Information:
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672 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-05-26 10:08:00
Written By: Rosemary Brisco
Copyright: 2006
Contact Email: mailto:rb@totheweb.com
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Accelerate Online Sales - 3 Steps To Generating New Business
Copyright � 2006 Rosemary Brisco
ToTheWeb, LLC
http://www.totheweb.com
Many companies believe that the process of optimizing your
Website by adding keywords to the content, title, and meta tags
is the silver bullet to generating sales leads.
By itself, it isn't.
Driving prospects to a Website is only the first step in a
successful search-engine-optimization program. Unfortunately, 90
percent of businesses only focus on this first step, while a
successful online campaign actually has three critical
components:
* Drive prospects to your Website.
* Keep them there by creating a compelling benefit-based
message.
* Generate sales leads, ensuring the site turns visitors into
customers.
To assure that your site successfully addresses all three of
these components, potentially increasing your sales leads by 25
to 50 percent in just a few months, follow the site optimization
and Web usability best practices outlined below.
Assess your audience and identify what actions lead to sales.
* Success lies in understanding your customers. Who are you
trying to attract? What content would attract each of these key
audiences? How can you encourage Website visitors to interact
with your company?
* Talk to sales. Identify the best type of lead for the sales
team. Take into account how the salespeople describe your
products and services to prospects, and the objections they
receive.
* Evaluate customer buyer cycles and potential "call-to-action"
items that could be incorporated onto the site to engage
prospects. Do you have relevant content for prospects who are in
the early research stages? Do you also have relevant content for
those who are ready to engage with your sales team?
Assess your site.
* Evaluate the content on your Website based on the needs of your
audience. Do you have content for all audiences? What type of
content will keep prospects on your Website?
* Research the competition. Review the Websites of your top
competitors and assess how well they rank in the search engines
for your top search phrases. Identify competitors that you may
not even know about by using the "similar sites" feature in
Google. Search engines can find what sites are similar based on
the site's content and the links pointing to a site.
* Assess your Website's traffic activity. Where is the traffic
coming from? How many visitors leave after viewing the home page?
How long do visitors stay on your site? What are the top search
phrases used to find you? What is the most visited content?
Identify the right keyword phrases.
* Identify the most valuable keywords for your company based on
relevance and popularity. Having your site found for unpopular
search phrases is of little value.
* Think like your prospects. Understand how they would conduct
searches for your products and services. There are several ways
to identify the right keyword phrases:
- Brainstorm with existing customers.
- Analyze Website statistical data.
- Review site search results.
- Research keywords with special tools and search engines.
- Explore competitors' Websites.
- Test with a Pay Per Click (PPC) campaign.
* Research the popularity of your search terms and the
competition for those same words. Good keyword-selection tools
are Wordtracker and Overture.
Optimize your site.
* Create keyword-rich title and meta description tags.
* Optimize each Web page for two to three keywords, using your
keyword phrases in a natural way. Dispense with marketing fluff
and jargon.
* Include keywords in internal anchor text links.
* Include an extensive site map and link to it from the
homepage.
Track performance and re-evaluate.
* Your company will spend considerable resources creating its
online lead-generation program. Tracking is the key to defining
the effectiveness of this program.
* There are multiple ways to evaluate effectiveness, including
the:
- Number of unique or new visitors
- Increase in the rankings of your site for top keyword phrases
- Opt-in email sign-ups
- Information requests by phone or email inquiries
- Visitors taking online product tours or signing up for
Webinars
Getting a prospect to click on your listing in a search engine is
only the first step in an effective lead generation program. What
happens after they arrive on your Website is just as important as
how they get there.
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Rosemary Brisco is president of ToTheWeb, LLC, which creates
customer-oriented Websites that achieve high visibility in the
search engines. Clients include venture capital firms such as
Mayfield Fund, Mohr Davidow Ventures and Selby Ventures, as well
as organizations such as Adobe, Kodak, Stanford University, and
numerous Silicon Valley startups. For more information, go to:
http://www.totheweb.com
Copyright � 2006, Rosemary Brisco
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