How to Start a Website: Managing Site Content
Above all, you must keep in mind that the content of your site is, essentially, what will keep visitors interested and coming back for more. Site content can include text, images, and even multimedia such as videos and podcasts. Whatever you decide to include, make sure it relates to your company or industry, and answers any questions a potential customer might have. If you decide to include regular blog posts, for example, you can post thoughts on a current event that might affect or showcase the need of your service. Or, you could implement videos to demonstrate new ways to use your product.
Here are some important tips to remember as you create content for your site:
• Update often. One of the quickest ways to lose followers is to let your site become stale. Make sure you have a plan for how often you will post new information. "Pushing out relevant content, making sure it's original and is something people are interested in – that increases your chances of having a following," says Zack.
• Consider hiring a copywriter. If you feel you won't have time to write clear, concise, error-free text for your site, you may want to bring on a copywriter to help.
• Use a content management system. This makes it easier for you, as well as employees, to post new content quickly, without extensive use of HTML code. Two popular content management systems you might want to try are Drupal and Expression Engine. Some web hosts, including GoDaddy.com, also offer content management services, which you may prefer to use instead of an external one.
• Steer clear of over-used images. Try to avoid using pictures that you may have seen on other sites. A good place to find fresh images (for free) is iStockphoto. Depending on your budget, you may want to assign this task to a designer.
Dig Deeper: What to Look for in a Content Management System
How to Start a Website: Marketing Your Site
Now that you've got your site up and running, you want to make sure current and potential customers will be able to find you on the Web. Here are some key strategies that should be included in the marketing of your website:
• Take advantage of social media outlets. As a business owner, you can't afford to not have an account on Facebook, LinkedIn and Twitter. If you don't, your website certainly provides reason to start one now. Posting content from your website to your profiles and statuses on these sites is one of the most effective ways to gain traction.
• Use the power of e-mail. Zack suggests sending out a monthly newsletter to your business contacts to inform them of new information or features on your website. You can also time these e-mails according to a specific time when your product or service might be important. "If you're a lawn care provider," for example, Zack says, "Send out an e-mail making sure their grass is ready for the first barbecue of the year." Also, be sure to include your site URL in all of your e-mail signatures.
• Submit your site to search engines. Search engines, like Google, are basically directories to the Internet, so it's paramount that your site can be found when users are looking for you. If you visit http://www.google.com/addurl/, submitting your site is simply a matter of typing in the homepage of your URL, along with a few keywords describing your site, and you're done.
Tactics like these are just a few of the ways you can boost your website's search engine optimization (SEO), which is essential to increasing traffic, driving sales, and raising awareness of your brand. An example of doing this within your site content is identifying and repeating keywords and phrases associated with your industry or product that are commonly searched for, which Google's keyword tool can help with.
Remember that marketing your website is an ongoing effort, and should go hand in hand with regular upkeep and maintenance of the site. While electronic communication reigns when it comes to promotion, traditional methods like word-of-mouth and print aren't completely dead, says Zack. "Nothing should go out of the door of your business without having your domain name on it," he says. "Make sure all of your clients know what's happening on your site."
Dig Deeper: How to Improve Your Site's Search Engine Optimization
