Leadership

Promote on your own site

Use your own Web site to keep vistors coming back. Some techniques include FAQs, discussions, and mailto links.

One often overlooked place to promote your Web site is the site itself. It's one thing to get the word out about your Web site and attract first-time visitors. It's another thing to convince those visitors to come back again and again. Fortunately, there are a number of techniques you can use to entice visitors to return.

Feedback and FAQs

You can benefit from the fact that everyone likes to be asked for advice. Ask your visitors what they like and dislike about your site (be specific: mention content, layout, graphics, and navigation), and give them a place to respond (either a form or a mailto link). If possible, reply to them personally, thanking them for their advice--and then use it. Try turning that dialog into a Frequently Asked Questions (FAQ) list.

Make them members

Don't just have visitors to your site; have members. By offering your readers a quick form to fill out, you can instantly learn about your audience and its demographics. You can tailor your site to fulfill their wishes, which will in turn bring them back.

Spread the news

When people become members of your site, give them the opportunity to sign up for your email newsletter. Don't have a newsletter? Make one. Use it to tell your members about new features and happenings on your site. The newsletter is delivered right to your members' email in-boxes, reminding them to stop by for another visit.

Start a conversation

People will return to your site if they can count on it for useful or entertaining conversation. If you have the resources to build and maintain them, live chats or bulletin-board-style discussion groups give your site immediate interactivity. If those technologies are beyond your means, consider creating your own email discussion list--not only will it foster discussion of your site's topic, but it will also serve as a constant reminder for people to visit your site for more information.

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