Website Promotion Crash Course

Promote Your New Website

Okay, now you've told everyone about your new site, what can you do in order to reinforce your message and further promote your online presence?

The processes detailed here also fall into some fairly simple categories and although none of them would have a huge effect individually, used together they can make a sizeable impact on the effectiveness of your site.

The basic areas we'll be looking at are:

• Email
• Print
• Telephone

Email: The True Killer App

You've already mailed everyone in your company's collective address book -- what more can you do? Loads of stuff actually. eMail is the original 'killer app' and provides an ideal way to both promote your site, and add value to your customer service. Here are a few ideas to get you started:

1. Staff eMail Accounts

Ensure that everyone has an @yourcompany.com email address, and more importantly, make sure they use it. Make these email addresses available on your site, and encourage your customers to make business enquiries this way.

There is one golden rule that you should follow however: You must ensure that the email addresses are checked regularly -- at least three times a day for most businesses. Not having their email answered will make your customers feel unloved, and will inevitably result in lost business.

2. Create a Standard Company Signature

Make sure that every email sent from your company address has a proper signature. This should be no more than four lines long and contain useful information such as the Name, Position, Telephone and Fax numbers of the sender, and of course the company URL.

Here are a few good guidelines on signatures and an explanation of how to create them using Outlook (sorry if you're using something else but, like me, you're in a minority :-)

3. Create Generic eMail Addresses

Most companies will have need for addresses such as info, sales, help, or support@yourcompany.com Again, make them easily accessible via your site, and ensure that they're checked regularly and responded to appropriately.

One further point, if you use mailto links on your site, make sure that the link text is the actual address rather than the person's name. Not everyone will want to launch an email client to contact your company, especially if they happen to be using somebody else's computer. If you provide the email address, they'll be able to note it and send you an email later.

4. Use Auto-Responders

Check with your ISP to see if they provide an Auto responder service -- many do, and they're not usually hard to set up. If your host doesn't provide this facility, then there are a few free services like this one that you might like to try.

The funny thing about getting an automated message from a company you've emailed is that, even though you know it was sent by a machine, it still has that 'I'm being looked after' quality to it. A simple 'We've received your message and will be responding shortly' response also buys you a little time if you don't have an immediate answer for the client's query.

Promote Your Site in Print

This is a broad category and covers everything from business cards to product packaging, shop-fronts and advertising. Here are some ideas that should help most small businesses.

Stationery etc.

Include your URL as well as relevant email addresses in:

• Letterheads
• Business cards
• Receipts
• Warranties
• Packaging
• Promotional items such as pens, t-shirts, mugs and bumper stickers

...in fact, almost everything!