Building a Robust Web Presence through Effective Content Development and Distribution

Published November 24, 2009 9:00 am by LoSasso
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Web-Presence-Molecule

Creating a robust web presence is important now more than ever. A website with top of the line graphics, enough flash to slow even a 15mbps download speed, won’t do you much good if you can’t target clients and increase qualified traffic.

So how do you do this? Create a client-serving site rather than a self-serving site

Start by developing relevant content. Providing value through your content will keep users on your site and show them your worth to their business. Research and get inside your potential client’s thought process.

What are they looking for? How can you solve their problems better than your competition?

Too often, companies focus on what they can do rather than what they can do for potential clients. There is a subtle but important distinction between these statements, and clients can tell the difference.

Next, make your site less complex. Focus on site functionality rather than flashy, complicated set-ups that look cool superficially, but ultimately distract viewers from their purpose. A site that is easy to navigate will result in more page views and more conversions than their flashy counterparts.

Finally, connect with potential clients in the environments they already frequent – like social media sites. The website is no longer the center of the internet universe. It is merely a part of a larger – more fluid – structure where social media sites and search engines connect users to valuable content.

Use this to your advantage by bringing potential clients to your site through social networks. One way to do this is by using social media sites to distribute your site’s content. Create daily blog posts and use Twitter, Facebook, Digg, etc. to deliver traffic to your site.

Be sure to deliver valuable content and not a transparent sales pitch. Again, clients can see the difference. If the content you create is valuable and targeted to potential clients they will view more pages and – hopefully- invest in your services or buy your products.