Online Business Website

Make Your Website a

Daily Destination

Every small business loves the exposure,

empathy and sense of community that having

a website that's a daily destination for consumers

can generate. But getting people to visit on

a regular basis can be a challenge, especially

if updates are infrequent or all you have to offer

is the occasional monotone press release or product

announcement. Thankfully, building a website that's

“sticky” enough to keep users engaged and coming

back doesn't have to require investing thousands or

reinventing yourself as the next online media empire.

All it takes is a little elbow grease and personal touch,

as indicated by the simple strategies below,

each designed to send your homepage's daily

number of visitors soaring:

Connect and Communicate: Make no bones about it:

Blogging should be an essential part of any modern

website. After all, a few clicks is literally all it takes to

post updates in real-time around the clock, creating

a steady stream of content that promises something

new and exciting with every visit. Better still,

professionals at all experience levels have the

capability of readily doing it, and the practice also

helps put a personal face on your organization,

shining the spotlight on the individuals behind it.

However, to really captivate an audience enough

to keep them returning, take note: You'll also need

to provide content that's dynamic, unique and offers

measurable informational or entertainment value,

plus speak in a language that all can understand.

In short, the occasional pre-approved sound bite from

the HR guy or gal won't cut it. Rather, you need to

address audiences like you're having a normal conversation,

and provide content with meaningful substance to the reader.

Making-of articles, features detailing how to get more

from your products, partner profiles, project diaries,

step-by-step how-to guides, interviews with notable

personalities or internal stakeholders: All present

compelling ways to connect with audiences while

also keeping them interested and informed,

providing ample incentive to keep coming back.

Emphasize Community Building: As social media

insiders well know, creating a sense of community

around your website is one of the most powerful

tools for engaging and ultimately enthralling prospective

fans. But doing so doesn't simply mean throwing up

a sponsored message board then leaving it to stagnate,

or e-mailing customers sporadic newsletter updates

that regurgitate existing material easily found elsewhere.

Rather, you have to not only encourage discussion

and actively take part in conversations by dedicating

internal time and resources, but also make customers

feel as if they truly have a voice in the discussion by

listening to their concerns, responding and sourcing

feedback at every opportunity. Implementing programs

that recognize and reward valued contributors is also

vital, as is creating fan-based initiatives that allow

community members to contribute and share ideas,

concepts and creations of their own. Even simply

giving enthusiasts the chance to submit designs for

your next fundraiser's logo or arranging times where

they can chat with top execs to provide input on

upcoming ventures won't just engender goodwill.

They'll also excite and empower a legion of amateur

brand ambassadors--an essential source of free

ongoing updates and constructive conversations,

which will both attract users to and keep them

enamored with your site.