ComputerLink articles by Brian Pitre

10 ways to keem 'em coming back to your Website

The question I’m most often asked is how I get traffic to my Website. This is a very good question, and I’ve created this guide for those with the same question.

First and foremost, begin by understanding that the Internet is a communication medium. Provide two-way communication channels throughout your site and it will be successful. The following are ten great ways to attract repeat traffic to your Website:

1. Regular Updates

Unlike broadcast advertising mediums, the Web is a one-on-one communications vehicle. Web users do not want to engage in the same conversation repeatedly. Therefore, they want to avoid returning to a site that fails to keep current information on it. The number one way to foster return visits is to keep your entire site updated as frequently as possible - the best sites are updated daily.

2. Create an Employment Section

Job information generates tremendous attention on any corporate Website. Post available positions in your organization and encourage visitors to send their resumes via e-mail. Give them facsimile and snail mail submission methods as well. Filling a job opening over your Website can save headhunter fees that average 25% of a new hire’s first year salary. An employment section can provide a great return-on-investment and sometimes pays for the cost of the entire site. Make sure the user can access this area easily from your home page.

3. Provide News

Another great way to keep visitors coming back to your site is by providing current news that they can’t find elsewhere. News can be about a vertical marketplace you’re involved in, or it can relate to your industry. It can also come in other forms, such as company press releases or kudos. Remember – news is only news if it’s current and relevant to your audience.

4. Provide Free Information

Providing valuable information for free also results in higher repeat traffic. On one food site we created, the recipes section has consistently received the highest number of visitors. Stock quotes of local or industry interest generates a lot of attention on another site we created. Conversion and cross reference tables work well too, especially when they contain competitors’ part numbers converted to yours.

5. Allow Visitors to Do Something

As the Web becomes more sophisticated, the focus shifts to interactivity - it’s not what you get them to read on your site, it’s what you get them to do. Providing applets with functionality, such as financial calculators and conversion tables, can be a great tool to encourage people to return.

6. Get Visitors to Contribute

On a food site, for example, ask visitors to contribute recipes and post them on your site regularly. This can produce a high volume of new information that will allow you to easily and frequently change the site and keep it interesting. It will also entice users to revisit the site to see if their submission has been posted.

7. Get Visitors to Interact with Each Other

Create an environment where people can meet and exchange information. Your site can provide a central meeting place where people discuss a common area of interest and create a virtual community as a result. One of the best ways to promote the creation of a virtual community is to add a forum, discussion group, or bulletin board to your site. This requires a minimal amount of administration and allows all participants to make a contribution. The information shared in these forums can help you understand and respond to the needs of your customers more effectively.

8. Get Them to Register

Getting visitors to disclose their identity by registering on your site will allow you to interact more with them and build a loyal visitor base. You can use guest books to collect email and mailing address information and create a database for direct marketing programs. A well directed email campaign can be an economical and effective marketing tool. Make sure you give the user the opportunity to exclude themself from receiving your mailings.

9. Hold Contests to Motivate Visitors to Register

A visitor is more willing to disclose who they are when you offer a small prize. A random monthly giveaway of something as simple as a T-shirt can motivate a high number of visitors to register. On a community site we created, we present special offers to registrants and consistently receive a 3% registration rate. Remember to post the winner’s name on your site after you get the results of your contest.

10. Pull Marketing

Once you have a database of registrants, you can keep bringing them back to your site by sending them a monthly electronic newsletter. This will keep them informed about your company and its successes. Make sure you included links to various sections in your site.

The best Websites use all of these traffic builders. Executing them effectively will turn your Web site into one that pays for itself time and time again.