Why Have A Website ?

Many companies still don't know why they have a website. Most started off in the early to mid 1990's as a corporate novelty, but by 1999 the mentality of "If we don't have a website we don't have a viable business" began to flourish. With stock market valuations of Internet based or leveraged businesses reaching unprecedented heights, more companies began to relocate their businesses to the Internet.

Over the years as browser technology has evolved, so have web sites. In the early 1990's web sites were built initially as straight text, then some formatting of fonts and layout was added. Very quickly, graphics began to appear and sites became more aesthetically appealing to the consumer.

By 1998, sites began to use more advanced technologies such as Java and Flash, and more importantly pages and their content was generated dynamically on the fly using databases. Sites became incredibly full of features and cosmetically appealing. The strong adage of "if we build it they will come"; and the "if we make it look bigger and better than our competitors with more functionality we will capture market share" began to drive web development.

No consideration was made as to how traffic moved around the web and why. Most businesses built websites and expected a massive influx of visitors to drive their sales and generate new leads. As a result of such poor planning, most online businesses went broke.

According to leading market research, nearly 90% of entries to a website are generated by Search Engine traffic. Similar research shows that almost 45% of sales to an e-commerce website are a direct result of a lead from a Search Engine.

If a company derives revenue from its website - regardless of whether that be from advertising, direct sales, or lead generation - then the webmasters main focus - even before the site is built - should be in working out how to drive targeted traffic to that web site.

The Internet is a level playing field. A site built for a couple of hundred dollars can easily receive more traffic than a similar site built for millions, depending on the strength of its Search Engine placement.

Often you will see in search results tiny companies with amateur web sites ranking higher than well known blue chip companies for the same search results. 65% of click throughs from search engines come from the first page of displayed results (around 10 listings). 98% of all click throughs come from the first 3 pages.

If your site is not being found in these first 3 pages, then you can surely assume that you are virtually invisible on the web. The only way to combat this is to spend money offline to drive traffic to the website, which has often proven a more expensive proposition than the development of the website itself!

The two MOST IMPORTANT and pivotal features a web master needs to implement are driving traffic and conversion ratios. Driving traffic is all about getting users to your site in the first place, and conversion ratios is how to get these users to take up your offering - whether it be buying something or simply filling in a form.

Different Traffic Generating Strategies

The 2 traditional strategies that most companies employ to generate more traffic to their website are:

Offline Advertising
Banner Advertising
The strategies that actually work BEST for websites are:

Website Promotion through Search Engine Optimization
Link Exchanges with Similar Sites
Direct Marketing to Friendly / Targeted Users
Word of Mouth Referrals

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