How to Attract Donors and Customers and Clients to Your Web Site -- Part Two of Two
by Marc Lee
Here are
some more essential tips for attracting web visitors to not-for-profit
and for-profit sites alike.
The work of promoting your website falls under the categories of Planning, Listing, Communicating, and Linking. Last month I covered Planning and Listing (click here to read). This month I'll cover the essentials of Communicating and Linking.
COMMUNICATING
8. Print your web address as "www.sitename.org" on absolutely every printed document your organization produces:
business cards
stationary
envelopes
brochures
newsletters
newspaper ads
direct mail requests
fax cover sheets
press releases
yellow pages ads9. Ask board members, volunteers, and staff to send an email to people they know, stating their involvement in your organization and inviting them to take a look at your website.
10. If you have the email addresses of clients and/or contributors, send them an email announcing the site and invite them to visit. If you haven't been collecting those email addresses, it's time to start! Ask for email addresses at every meeting for a year!
11. Announce your site, or major changes to it, in your newsletter, up front, perhaps in the letter from the Executive Director. People will take the site seriously only if you do.
12. Be sure the receptionist knows the web address and offers it to people who call.
13. Put the web address on your answering machine or voice mail so that people can get it on the weekends and after hours.
14. Include your web address as part of every email signature on every office email sent by every member of your organization.
LINKING
15. Ask other organizations to place links to your site on their sites. (Social Service organizations especially are all in it together. Everyone is trying to help.) Collaborate with other organizations and ask them to exchange links with you.
16. Create a small, attractive logo image for your organization that can be placed on another web site and used as a link back to your site.
17. Ask businesses you deal with to place a link to your organization on their website.
18. E-mail Webmasters at websites that might relate to your organization. Ask them to link to your site.
19. Seek links from your local newspaper, TV and radio station websites.
20. When you create a link from your site to another, have your web programmer create a new browser window so your web visitor doesn't lose your site.
Finally, remember that successful Internet marketing is a never-ending process. Times change. Repeat steps two through 20 on a regular basis, not less than annually. And remember to update the content of your site regularly to give people a reason to return!
Copyright © 2001 by Marc Lee, Affinity
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