How a Good Web Site Can Boost Your Sales

A well-designed Web site that's easily found by search engines is a big help in reaching potential customers -- wherever they may be.

By Michael Doan, Senior Associate Editor, The Kiplinger Letter

May 13, 2008

To boost sales, spiff up your Web site. Help is readily available, and it won't cost you an arm and a leg. Moreover, an attractive, interactive Internet presence can go a long way to helping your small business expand its marketing opportunities, connecting you with potential clients around the world.

For starters, consider using a small business Web hosting service through an established high-tech company. Microsoft offers free Web hosting with its Office Live program in hopes that small businesses will upgrade with payroll and credit card software. For a small fee, Yahoo hosts Web sites and provides guest books, domain names, telephone help and automatic submissions to search engines. A package from Concentric allows you to migrate your existing Web page to its low-cost service.

If you are in a unique industry, have your site redesigned by a Web designer whom competitors or business customers have used. And if you are fairly Web-savvy yourself, use Adobe's Dreamweaver software to design your own page. You can also buy your own domain name through Network Solutions or other name dealers if you don't want to sound like just another Yahoo or Microsoft Web site.

Be sure that your site makes clear what your business is and to whom it's targeted. Visitors won't come back if they have to figure out what your site is all about. Don't ignore back pages of the Web site -- they can be found via searches, too. Go light on pictures and video, which don't attract search engines. In fact, a streaming video on the home page may turn them away and will discourage customers with slow Internet connections. The best rule of thumb: Keep the site simple and avoid cutting-edge features.

Redesigning your Web site is only half the battle. Unless customers can find your business, all your efforts will be wasted. So put lots of time and energy in getting your site picked up by the top three search engines: Google, Yahoo and Microsoft. Put the most important words in the title of the Web site in the border across the top. Include words that searchers will look for, such as "Joplin, Mo., restaurant" or "Worcester, Mass., auto body shop." Make sure such key words are in the text and the description, too, but don't overdo it. Search engines disqualify tricksters who repeat words dozens of times.

Buy key words on major search engines so that your site will be displayed high up on advertised listings that usually run on the right side of people's screens. Test such listings for a few months to gauge how much business they bring you.

Get other businesses to link their sites to yours -- it's another good way to rank higher on search lists. For example, if you own a restaurant, ask nearby hotels to link to your site. Get listed in association and trade directories to lure surfers. Consider writing a blog or offer features such as recipes or professional tips because good content may attract more companies to link to your site.

Look for alternatives to search engines, such as hobby and special interest group sites or message boards on which you can list your Web site. Participate in online discussions on specialty sites to perk up interest in your product or service.

Put your Web site address on everything related to your business: business cards, letterhead, brochures, newsletters, Yellow Page ads, membership directory listings, etc. Reference it in your voice mail and at the bottom of e-mail messages. Ask for it to be included in any free press you get. Drop a card with your Web address in your bills when you pay them.

You can also try adding some features, such as shopping carts or live chat rooms with customers to complete a transaction on the Internet. That way, they won't have to leave the site and perhaps forget to call or mail in an order.

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