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How to make a corporate web site pay for itself.
Cutting edge, cool, neat, edgy Web Sites are fun to look at, but are not worth the Billions of Dollars that Corporations have spent on them. The reason is quite simple. No traffic.
The key to success for corporate web sites is very simple. First…You must have traffic. Second…You must have traffic. Third …You must have traffic. And finally, fourth…You must have conversion of that traffic into your basic unit of wealth. Whether you are using your site to find good employees or new clients, the first consideration is traffic.
So the first step to creating a profitable web site is to build it with a sound infrastructure for building organic (non paid) traffic over the next 12 -24 months. There is no reason to spend any money on anything other than future traffic structure. Only after you have built the proper infrastructure should you even consider the look and feel of the site.
With the proper preparation for future traffic flows, you can literally have a corporate place holder on line until you begin seeing some traffic flow. Once you begin to see the traffic, then it is time to work on the look and feel. Why wait? Now that you have traffic, you have a real time focus group to test your ideas of design look and feel. By testing your functions, you will know where to spend your design dollars.
Now that you have a functional site with building traffic, it is time to focus on conversion of that traffic into clients or employees. In order to make this pay, you must keep very good numbers and records. Conversion is not guess work. It is scientific. It is called A/B testing of results.
Following this process will insure a successful and profitable corporate web site. There are a number of other items to consider in building and operating a site, but traffic and conversion are the two most important places to start.
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Tags: Internet / Online : Business
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