Increasing Website Income
by Terry Plank
The Web has become a necessary part of the marketing and
sales effort for most companies
The purpose of this article is to explain the Components
of Website Income Generation as the first step for a
Website evaluation to improve a company's Website
The lack of a complete Website business plan was one of
the contributing factors to Nasdaq crash in April 2000. When
considering the components discussed below, keep in mind
- Each component employs
unique strategies for generating traffic and converting
that traffic into sales.
- ROI is the result of
traffic and conversion of traffic to sales.
- Few professional Web
Positioning and Promotion companies are proficient in
all the Components. Unless the Positioning and Promotion
is handled in house, a combination of professional
companies is needed to include all the following
Components in a Website business plan.
The Components of
Website Income Generation
- Search Engine Marketing.
Generating Website traffic by positioning in Search
Engines (Google, Alta Vista, etc.) and Directories
includes strategies like keyword phrase development,
competitive analysis, creation and optimization for
search engine friendliness, inclusion in Search Engines
and Directories, position monitoring, ongoing
evaluation, and maintenance. An analysis of your basic
Search Engine Marketing will discover ways to improve
traffic to your site and away from your competitors.
Doing so, will enhance your opportunities to convert
these "visitors" into sales.
- Link Analysis and Development.
Strategic link alliances bring targeted,
pre-qualified traffic from partners and improve search
engine ranking when there are closely themed sites
linked to a domain. Ensuring you are effectively
cross-linked to your business partners, customers and
professional associations will help to drive traffic
from their sites to yours. An analysis of your website
for this purpose will determine the strength and
effectiveness of your linking, and suggest additional
methods to derive visitors to your website from theirs
- Site Evaluation and Web
The architecture and design of a Website directly
affects traffic generation and conversion to sales.
There are special challenges created by elements that
make sites unfriendly to search engines and/or to
visitors. Guarding against the kinds of mistakes that
cause internet "spiders" and "crawlers" to avoid your
site is critical to an effective web presence.
Evaluation of your website to determine if your site is
compatible with their requirements will help give you
the opportunity to maximize your presence and to attract
visitors. A site that is attractive and easy to navigate
will retain visitors long enough for them to "do
Web copywriting targets keyword phrases for search engine
find ability, encourages sales through a natural flow of
navigation, and delivers order-pulling, sales generating
copy. Both traffic generation and conversion are
affected by the quality of the copy.
- Pay-Per-Click Marketing.
The pay-per-click system drives traffic by establishing
a fixed position for keyword phrases through a bidding system
at each search engine. This ensures top sponsoring
positions at key search engines by maintaining the
highest bid for each targeted keyword phrase.
- Log Analysis &
Log files are kept for each domain. A detailed online
visitor analysis of clickstream and Web site traffic
will determine how much traffic a site receives, where
the traffic is coming from, which engines are sending
traffic, the keywords used to find the site, which pages
are the most popular, where traffic is being lost, which
pages are the least popular, and more. This analysis
will allow you to adjust your website content and
keyword phrases to attract the most visitors and to
retain them on your site long enough to conduct
- E-Commerce & Online
Electronic commerce is the paperless exchange of
business. It refers to business-to-business
transactions, the downloading and selling of "soft
merchandise" (software, documents, graphics, music,
etc.), product sales, and online stock and bond
transactions. An evaluation of the quality of your
E-Commerce will assist you in improving your online
- Internet Advertising.
Top search engines, portals, directory sites, and
relevant content sites offer advertising space to target
keyphrases and categories. Buying and strategically
planning Internet Advertising can significantly increase
traffic, resulting in increased sales.
- Permission E-mail
Spamming is not an acceptable form of E-Mail
Marketing. When a customer has purchased AND has
requested that additional information be sent as it
becomes available, a relationship is established which
allows for an acceptable form of contact for additional
sales. Other methods of developing a Permission E-mail
list include offering an online or E-mail newsletter.
Providing this and other online services improves your
visibility and opportunities for sales.
- Press Releases.
Press releases generate traffic by sending direct
company news, financial announcements, and other
time-critical business communications to a worldwide
audience of media, analysts and consumers. Attention to
this component drives a "press-sensitive" and
information hungry clientele to your website.
- Competitive Analysis.
A Competitive Website Analysis will show how a web
site compares to major competitors' Websites. This
provides information to establish a greater traffic and
sales conversion by learning from successful
- ROI Analysis.
A detailed analysis of every Component of the
Website performance, traffic, and conversion leads to
development of a new road map for the improvement in ROI
necessary for a successful online presence. By reviewing
each element against your return on investment allows
you the opportunity to ensure that you are getting the
most "bang for the buck" possible.
Programs are available for most of the components of
Website Positioning and Promotion. These can include
onsite training, online training, and E-Books. Becoming
proficient in your understanding of the web and its
ability to improve your business is essential to
increasing sales and ultimately your return on
investment. The Web is a dynamic and ever changing
marketplace. To maximize sales and your return on your
web investment, it is essential that your website
remains current at all times.
Training has value in two ways.
First, by training executive management in the basics they
are equipped to oversee outsourced and in house production.
Second, training in house staff in Web Positioning
strategies and techniques will ensure Website profitability
If this article is the first
step, what's the second step? Well, evaluating your Website
business plan related to these Internet Marketing
Happy Internet Marketing!