Set Up A Web Site

The Internet’s role in promoting and enabling commercial activity is undeniable. And it’s power grows with each passing day. For example, Internet use has recently surpassed TV as the media with the greatest number of hours used per week, for the average person.

Especially if you’re trying to reach a younger audience, there are few media better to make sure that you hit your mark. Statistics released in early 2004 show that 8.8% of girls and 12.2% of boys aged eight to 12 years old have their own web sites. Even more remarkably, according to a BRANDchild study, 22 percent of tweens (kids eight to 14) have already purchased online!

Without question, the Internet will play an even more important role in commerce as these kids grow into income-earning consumers with a full range of interests and responsibilities. Whether your business sells to consumers or other businesses, you can’t afford to ignore the Internet.

There are five basic steps you must take as you put your web site together:

1. Develop a Site Strategy

• Figure out who you’re trying to attract
• Script out the steps you want prospects to take
• Plan how to move prospects through these steps

2. Prepare Your Web Site

• Choose and register your domain name
• Set up a visitor tracking system

3. Use Search Engines and Directories

• Do keyword research
• Optimize your web site
• Submit your site to the major engines
• Deploy a pay-per-click campaign

4. Build 1-to-1 Customer Relationships

• Drive traffic to your site
• Show off your products or expertise
• Get permission to contact them by e-mail
• Promote to them regularly

5. Continuously Test Various Traffic-Drivers