For any business, but especially a small one, the company website is one of the most important ways to generate publicity. It is essential to creating a viable brand with your target audience. Your website should be attractive, welcoming, professional, and easy to find.
Search engine optimization is essential. Make sure your domain name, title tag, and the text of your main page make liberal use of your most important keywords. The largest search sites, mostly operated by Google, Yahoo, MSN, Time Warner, and Ask, comprise the majority of searches. Submit your domain name to a variety of sites. Consider using a web tool that submits your address to hundreds of search sites in exchange for an initial fee. Monitor your log files to see which search engines send you the most traffic. Stay current on DIY web promotion tactics. If you need to make changes on your site to move up in search rankings, do so.
Fresh content keeps people coming back. Keep the page content up to date, and make sure you have a good company blog. It can cover general industry news, let your customers critique your latest product or ad, or do anything in between. Send mass mailings using your database of customer and prospect emails, and let people know about that great content you’ve been putting up. This is a tricky line, because the prime rule of most internet communities is not to spam, but these people have already told you they are willing to talk to you. Take advantage of that by starting a conversation. Send information about services, wish them a happy birthday, or tell them about changes in your offerings, but always keep them engaged. Emails that give your customers the option of clicking through to your site for more information can be great at generating traffic.
A good website is valuable to any organization. By keeping up a stream of fresh, quality content, and by making sure that your site will be there in the search engine when people look for it, you’re on your way to excellent web publicity.