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To build repeat traffic, change is good
People do find Web sites they bookmark and return to again and again. To be one of those Web addresses, change your site regularly to keep it up-to-date and fresh looking, even if your basic information doesn't change that much. Stay abreast of new technologies, new sites to link to or from, new features to offer. To keep people coming back, feature a preview of what you'll be uploading next week.
Think Web session, not Web site
When planning your site, imagine your prospect sitting down and becoming involved with your site. Plan how you'd like browsers to move from section to section, what options you'd like to give them, what buttons and links will take them deeper into the site. If your site is truly interactive - as it should be - you'll build in opportunities for visitors to move to a more direct form of dialog. Remember that you want a viewer to take action, so make it easy. Give visitors an e-mail link, a form to fill out, a button to push...but don't forget to include your telephone and fax numbers as well as your physical address.
Promote your site through traditional media
Contrary to what you may read online, traditional media are still very much alive. In fact, they're a primary method people use to look for and exchange noteworthy cyber-addresses. Be sure to include your Internet address with all your advertising, public relations and other forms of promotion.
Proofread your site
Typos and grammatical errors take away from the professional appearance of your site. All the information on your site, as well as its appearance, reflect on your company.
Link, Link, Link
Registering your URL with the major search engines is the most fundamental way to establish your site, but if that's all you do, you'll have a disappointing hit rate. Spend time online looking for sites which are complementary and non-competitive with yours through searches that use the same key words you use for your own site. As you find good ones, contact their Web master and ask to exchange links -- most will be happy to do so. Adding these links will add value to your site.
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