How To Tweak Your Website And Get What You Want
The Internet marketplace is fast becoming crowded and noisy
. There are now thousands of products and services being offered at the same price, and by companies that are employing marketing tactics that can be both subtle and annoying. There are now thousands of websites promising easy cash, better test results, glowing skin, fuller pockets, and thicker wallets. With all this noise and digital mayhem, is there any way for burgeoning companies, starting corporations, or even individual webmasters to make a name for themselves online?
The key to making a name for yourself is to know what you want. If you are running your companys website, do you want more people to visit your site? If more people indeed come to your site and flood it with traffic, will you sit back, relax, and sip your pina colada; or will you work on your site and make sure that these people participate in your sites growth? Define participation: do you aim to make your visitors answer a survey, subscribe to your newsletter, purchase products, or avail of your services?
When you finally have participation, you will also need to define your success. Is a thousand people subscribing to your newsletter a measure of your success, or should a million people be tuning into your website and buying your products at the end of the year? When you have determined what your aims are, and how much you are aiming for, then you will have calculated, albeit roughly, your sites conversion rate.
In summary, your rate of conversion is the number of people doing what you want, divided by a specific amount of time. You would certainly want this rate to increase as time goes by, as it shows that you are widening your market and meeting its growing needs. There are many ways to increase your conversion rate online, although you must begin by engineering a website that will allow that same rate to increase.
The Tweaks of the Trade
Before you can think of letting people buy your products and services, or making them subscribe to your newsletter, you need them to actually visit your site. This can be near impossible, unless you have means to inform each and every member of your target market that your site exists and should be visited. What you need is a go-between, and this is where the search engine comes in.
Every now and then, popular search engines such as Google and Yahoo! send out their digital emissaries to scour the web and index sites according to certain keywords. These robots pick up on keyword density, and classify websites according to the density of these keywords in their site content. These robots, moreover, pick up only text, not text embedded in pictures, and certainly not text embedded in videos, audio files, or animation.
This is where your tweaking begins. In order to have your site indexed by major search engines, you need to re-engineer site content so that your site contains a lot of significant text with the right keyword density. Eschew placing text in pictures: they take longer to load, and if part of your target market operates on dial-up Internet connections, you can lose customers simply because they were not patient enough to wait for an entire picture to load. Avoid embedding large files and Flash animation as well: although these can make your website look pretty and attractive, they keep search engine robots from scouring your site properly and picking up your keywords. What you need is publicity: if you have it, then you can concentrate on making your site overly pleasing to anyones aesthetic tastes. In the meantime, you need to test your creativity with text and HTML.
Open Your Lines
Provide complete and updated contact information. If your conversion rate consists in getting phone calls, receiving orders, or answering queries through email, then the success of your business rests on the validity of your contact information. Check your phone lines and email regularly, and check the information that you provide on your site. Moreover, put your contact information in a readily accessible or visible part of your site, so that customers will not have a headache finding ways to contact you.
On the Web, content is king. This is easy to say, but difficult to do: you need to provide useful information online, and still have the right keyword density that will not turn your site visitors off. Write informative articles related to your company, products, or services, or have search engine optimization specialists do them for you. Make sure that keywords are in the right density: too low, and robots will not index you; too high, and robots, suspecting spam, will ignore you. Make sure, moreover, that articles are not only easy to read, but are engaging and free from grammatical and typographical errors.
Tracking software may also be useful for your site, as it can measure how many visitors come to your site, what your most popular web pages are, and who links to your site. You may need to inquire about the different options available for tracking, since some programs track hits and visits, not unique visitors to your site.
The key to making a good website is to make it work for as many people as possible. As you create and test the site, use it on a wide variety of browsers. It has to look the same across the different browsers, and navigation has to be easy. Check your outbound and internal links and make sure that they work. Also, select a good host and reliable domain name register and provider, so that your site is always up and running. Remember, on the Internet, content rules, so if you can provide the best content against a beautiful background, you can see that conversion rate rising in no time.
by: Elijah Chai
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