I have written in the past about the importance of proper web design, and development of a web marketing strategy for your website.

However, my experiences suggest that quite a lot of business website owners out here may be tempted to see implementation of a web strategy as a one-off, cure-all for their business marketing concerns.

Unfortunately, it does NOT work that way. Every website owner will need to ensure CONSTANT work to generate new website content and modify/adapt the web strategy at any point in time, to address current realities.

Forget about the beautiful design, and the fact that you got some exciting content to launch the site with. After a while, it will go "stale". You need new and interesting content to keep the search engine robots - and your target visitors - coming back!

And that is where the ideas I offer in this issue are important. They are in fact excerpts from a report I sent to a client AFTER setting up his web marketing systems.

I suggest you study these excerpts (sensitive items deleted or modified), and adapt them during implementation, to meet your unique needs.

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Dear Mr. X,

SUSTAINING (AND BUILDING ON) THE NEW SYSTEM

1. As already explained to you - You MUST sustain the tempo of your web marketing.

You need to keep publishing new content and re-publishing it in as many other sites on the net as possible. Doing this will gradually build up the number of websites that link back to you, while increasing the density/quality of your useful content as perceived by potential customers. "

Over time, you will find that more and more people will discover you online because of your relatively higher content volume and quality. What they do AFTER the find you is however something that cannot be controlled.

You will find that more and more people will discover you online because of your relatively higher content volume and quality. What they do AFTER the find you is however something that cannot be controlled.

2. One thing is certain, if you sustain the content QUALITY that has been set so far, your visitors are likely to be impressed enough while on your site, to eventually choose to contact you through any of the channels you have listed on the site. At that point, your ability to convince them to buy will determines what happens.

3. Please note: It is NOT the number of visitors to your site that matters, BUT the number of those who visit who choose to go a step further and CONTACT YOU. You don't want people to come and admire your website design - and commend you on it via e-mail.

You are looking for visitors who need YOUR products and services.

Your web marketing system will make more of such people visit your site - with a greater chance that some will end up contacting you for your product or service."

4. Consider this analogy: Standard website conversion ratio is between 1:100 and 3:100. This means for every 100 visitors to your site, you can only reasonably expect that 1 to 3 of them will take action to CONTACT you, after which maybe 1 may eventually go on to actually do business with you.

A website can get 1 million visitors, but have only five who contact the owner and maybe one decides to purchase his/her product or service. "
This could be because the owner just paid for someone to direct large traffic (number of visitors) to his site without considering what the visitors are interested in. Another website can get just 500 visitors per month, but also have only five(5) contact the owner, with maybe one(1) deciding to purchase his/her product or service.

That could happen because the owner invested in a strategy that makes people who need the kind of product/service s/he offers to visit the website.

This way, a larger number of the visitors are reasonably likely to be pre-qualified persons, with potential interest in the product/service on offer. Which site would be doing better? The second one of course. Your website marketing strategy has setup your site to behave like the second website.

You must however CONTINUE doing all the tasks mentioned above regularly to sustain the established status. Otherwise, you cannot guarantee the same results or better in the future. You must add NEW content - and regularly re-publish/propagate it across the net in the manner I have explained above.

In summary, the following are tasks you need to carry out:

1. You need to submit at least ONE new article per week on your website.

2. You need to re-publish your articles at other sites that accept articles like ezinearticles.com, articlesbase.com etc. Do this for each ONE of your articles at least each week.

3. You need to publish your newsletter at least MONTHLY, because visitors who subscribe to it when they visit your website will expect it to come to them!

4. Google webmaster resources/Google analytics: We signed you up for the following FREE website performance analysis services:

a. Google analytics - http://www.google.com/analytics/

b. Google webmaster tools - http://www.google.com/webmasters/sitemaps/
You need to login to your Google webmaster and analytics accounts and study the reports about your website. Use that information to guide - for instance - your choice of next article/newsletter topics etc.

5. Try developing one or more new download resources periodically to offer your readers and visitors. It is a powerful promotional technique - that costs almost nothing, but can give you great marketing exposure.

Please Note: The web marketing system we have set up for you was NOT promised as a cure-all for your business marketing. It is meant to COMPLEMENT your efforts offline and elsewhere.

Also, recall that we explained that it is mainly a COST-SAVING strategy, with powerful potential for increasing your marketing reach at LOWER expense, even as it boosts your chances of converting those who are impacted to "customers". The truth is that you will get as much out of it, as you put into it.

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Like I did last month, I leave you with the links below to more writeups on this same subject:

1. A Website That Works Wins You Repeat Visitors, Leads, & Sales: NOT Admirers & Compliments Click!

2. How To Choose The Right Web Design Company Click!

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