PPC 

Another way to market your website is to use non-organic methods such as Pay-per-Click advertising, or hereinafter referred to PPC advertising. The one big benefit of using PPC advertising is that when a particular keyword is searched related to your site, a link to your site usually will appear in the right hand column on the first page of the search. (Note: This is contingent, however, on the popularity of the keyword and how much you are willing to spend on the keyword. Your budget directly correlates to how many impressions you receive and the placement of your ad!). PPC campaigns need to be managed closely and spread across the major search engines. Used in conjunction with a long-term SEO strategy, these two techniques will drive more customers to your site.

Conversion 

The next important question is “How do we convert these web visitors into paying customers?” This is where the use of web conversion tools is important. It has been found that 20% of website visitors are more apt to become customers when conversion tools are used on the site.1 Web conversion tools include, picture flashes, flash streaming, click to call buttons, and effective “contact us” pages are examples of widely used conversion tools.

Plan 

The bottom line is this; as a business owner, don’t expect to build your website, leave it unattended, and expect results. A simple, yet disciplined plan that includes an SEO strategy, a PPC budget, along with the use of conversion tools will turn your website from a dead balance sheet item to a vital income producer for your organization.

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