The number one job of a business Web site is to generate leads. But to generate leads, you have to first attract prospects.
Your site’s content functions like a fishing pole.
Think of Google and other search engines as the ocean and you’re trying to catch a fish. The more fishing poles you use, the better your chances of catching fish. One pole in the ocean isn’t enough. You need plenty of content to attract prospects.
Use the right bait.
Your content needs to be optimized for SEO. You need the right kind of bait to attract to the right kind of fish.
Don’t rely on out-of-date bait.
Prospects and search engines like content that’s updated and changing. Generate fresh content through social media and blogs. Once you’ve attracted the fish, it’s time to get them hooked.
Get the fish to take the bait.
To convert those prospects into leads and customers, use landing pages and include a good call to action on each. Finally, review your catch.
Check your net or stringer.
Analyze your site to make sure it’s producing the measurable results you want. If your site is spending a lot of time fishing and you’re still going hungry at dinner, it could be time to redesign.
Posted on Sat, January 30, 2010