. Review your goals and How will you stay on top of
markets for your site: online developments in your
field? Are all appropriate staff
a) Are there clear business goals involved?
and desired outcomes behind your
Web site, and for each major page b) Does your content effectively
or section? How will you position the expertise of your
evaluate your success? business? Are there media or
public relations outlets that you
b) Have you defined all the could tap for wider promotion?
target audiences for the site,
and the "languages" they speak? c) Are you taking full advantage
Do you have compelling benefit of "real-world" opportunities to
statements, testimonials, case promote your site?
studies?
d) Does your business offer other
c) Does your home page appeal to services or customer support
each of your target markets and functions that you could provide
audiences? Does it effectively online? Are there further
direct them to appropriate areas efficiencies that you could
of your site? achieve?
d) How compelling are the "calls e) Review your contact databases
to action" on each page? and your use of e-mail to support
your marketing. Do you have
2. How can you take your online clear opt-in and privacy
business to the next level? policies?
a) Is your site making the best 3. Review your Web traffic
use of available technologies? reports:
you? Are these appropriate? Are
a) Are there any obvious patterns you generating sufficient return
in your traffic, or the paths on investment for paid online
your visitors follow that you advertising?
could capitalize on, or need to
change? d) Do the search phrases for your
site suggest ideas for new areas
b) What are the top exit points of business development?
from your site? Where are you
losing conversions? (c) 2005. Philippa Gamse.
c) Which external sites link to
About the Author:
Philippa Gamse, CyberSpeaker, is a Web strategy consultant and professional speaker. To shed more light on your own web traffic contact Philippa at (831) 465-0317 or at pgamse@CyberSpeaker.com and visit her Web site at http://www.CyberSpeaker.com for more articles and resources.
Read more articles by:
Philippa Gamse
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