How will people find your site?

You already know there are 4 billion sites, so the likelihood that a potential customer will find it by chance are somewhat remote. And if you calculated the cost per lead on that basis, you would never build such a site. Your business website exists only for one purpose, to make you money- irrespective of the business model. It must pay its way. So if no-one visited your site, why would you pay for it to exist?

Therefore, you must have a strategy to ensure people know your site exists and that there is a reason they should visit it. How can you do that? There are two basic strategies, offline and online.

An offline strategy is based on all your offline marketing- i.e. advertising, public relations, networking and cold calling. In every case you would refer leads to your website where they can find out more about what you can do for them, and why they should choose you. Your website would build on your offline promotions giving further details of your service, educating your customer and creating credibility for your business.

An online strategy will be built around visibility. The key elements of this are:

•           Search Engine Optimization

•           Online advertising

•           Social Networking

•           Being linked to from other websites