Website Promotion
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Graphic Images
All custom and scanned graphics should be limited to no more than 2" x 2" for faster page loading. Always try to save your non-photo graphics in a GIF format, over JPEG, for reduced file size, and limit the colors to well under 100 for GIFs, and about 60% compression for JPGs. Make sure that any stock photos used are licensed!
If you're determined to maintain larger graphics, at least combine them with some introductory text, so your visitors can read about your company or products/services while you make them wait for the graphics to load.
Image ALT
Many search engines use the Image ALT attribute for keywords. Make sure you fill up all your primary graphics with appropriate keywords or phrases. Important: Never stuff keywords into 1 x 1 pixel transparent GIFs. This is against the Terms of Service for some top search engines.
Page Links
Instead of trying to load up the content of your home page, break it up with multiple, unique page links. Your pages will load faster, and many search engines rank multiple pages much higher than a single page. Always try to have at least 5 (of your own) linked pages off your home page.
If you sell products, link to each product type or manufacturer so your home page loads faster, and you are able to have more control over your keywords-to-text ratio. The more independent links you have, the more keywords you can use in their own title and headline areas, and the more pages you can effectively promote to.
Remote Links
Encourage other sites to link your page to theirs. Request that they supply a link that uses your primary keywords in the anchor link. There are several trade associations, and general information sites that will be happy to link you to their site if you ask.
Home Links
Make sure you provide a prominently displayed "Home Page" link, at the top and bottom of all your linked pages, so each linked page can be promoted separately in the search engines, yet your visitors can still easily find your home page.
Information Links: Attracting A Local Audience
Small local firms such as attorneys, dentists, plumbers, gardners, etc., who want to promote themselves on the Inernet, have considerable difficulty in targeting a local audience. Since many local users routinely search for "home town" information, an excellent way to increase site exposure is to set up a local "Visitor Information Center" web page.
Simply have a page filled with a dozen or so (non competitive) local links to the city's newspaper, local weather, Chamber of Commerce, hotel and apartment guides, etc., top it off with a prominent banner that links to your own home page, then promote it heavily using the town's name and your business category as the primary keywords.
Information Links: Attracting A Global Audience
Set up an information site relating to your businesss that can be promoted separately from your home page. For example, we helped a car wax company prepare a web page titled "Car Care Guide," that offers free information on how to properly prep, wash, and wax your car. A prominent "home page" link (or banner) directs the viewer to your site when he or she is finished reviewing the page.
Global Links
If possible, try to capture your audience. In most cases, you will have a higher response rate if you limit the number of outgoing global links, since many visitors may go to another location and never come back.
Company Logo
If you don't have one, develop or purchase an attractive company logo, no larger than 1" x 2" that is in a GIF format, if possible. Put it at the top of all your pages, and link it to your home page. Reminder: Duplicating a logo header on all your linked pages takes no more transfer time after your visitor loads your home page, since the graphics file typically reloads directly from cache.
Testimonials, Credibility
It's a good idea to feature testimonials from customers and trade magazines, the credit cards you offer, product & service guarantees, and other content that offers credibility to your company.
Corporate Identity
Close your pages with your company information or an "About" link. This should always include your company name, mailing address, Email address, telephone (preferably toll free), and fax number. This is important to your site's credibility, and gives your prospective customers the feeling they are dealing with a company that is stable and will be around after the sale.
Toll Free Numbers
Toll free numbers are highly advised (even if you use a "shopping cart"). Depending on the type of product or service, many prospective buyers feel more comfortable talking to someone before they purchase. A toll free "Order Only" line is that much more encouragement for them to call.
Make It Easy to Buy!
Offer a wide variety of payment options to make it easy for your customers to buy. This includes MasterCard, Visa, Discover, and American Express.
Special Offers, Promotions
Always try to promote a special offer for your Internet visitors. A small discount, special package pricing, or free shipping are a few of the successful promotions currently online.
For example, if you sell software, always offer a free trial download (limited use) program where the prospective customer can try it out, then call to purchase a code to fully activate the same software.
Show Your Prices
Always price your product or service when possible. If there is an established manufacturer's list price, show the retail price versus your discounted price. Depending on your product line or the services you offer, try to maintain a low-end line that is priced under $100 per product or service. Always Remember that Internet buyers Love to get a deal.
If you are offering higher-priced products or services, provide a means of purchasing with extended payments to keep the initial costs relatively low.
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