ESTABLISHING AN EFFECTIVE ONLINE PRESENCE BY TRACI M. HUHN In the day of the information highway, a strong online presence is increasingly important. Gone are the days when just having a listing in the yellow pages stood as an effective marketing tool. Today, establishing your identity is a game of strategy, involving quality content, sleek design and multiple tools of engagement. As you scroll through your social media news feeds or scan through your local news site, what draws you to actually follow a link? Most likely, something exciting or interesting such as fun facts, a contest or giveaway. This content has something in common – human appeal. Many may peruse your website looking for the specific product or service you offer and nothing more, but your website traffic will soar if your content is appealing. Think about some of your favorite websites. Are they pretty? Chances are the answer is yes. To put it simply, we all like pretty things. And the more attractive your website is, the more likely you will be perceived as a quality place to do business. While an attractive website with quality content is important, you must also keep your visitors engaged. Thousands may find your site, but do they take the time to click through your pages? When you hear the word engagement, you might think of streaming video or addicting online games. While those things absolutely attract and engage, the rules of online engagement start much sooner than you may realize. One of the biggest questions you should ask is does your content flow? Is it easy for visitors to find what they are looking for on your site? Secondly, let’s talk about page load times. You may have fantastic content on your site, but if visitors have to play the waiting game, they are likely to get distracted and/or just give up. Similarly, is your website content legible and accessible? If it doesn’t work properly or can’t easily be read or interpreted, it won’t be. Establishing a strong online identity starts with the basics. While many tools exist and become important in this game of strategy, most are designed to point the visitor back to your website. For this reason, your website, itself, should be your very first, and perhaps largest, online marketing investment. To learn more about online marketing and ways to increase your website traffic, please call (936) 239-5067 or visit www.allymacconcepts.com. Fairweather Group is an elite general contracting firm that well suits the needs of your project. Our commitment to the community and its development is the driving force behind our organization. The firm is fully bonded and insured, making your project more worry-free. Our reputation for service is impeccable, and our list of service capabilities includes: •Design Build •Construction Management •Office/Warehouse Construction •Historic Preservation •Municipal Buildings •Metal Buildings For over a decade, Fairweather Group has been producing high quality construction projects throughout Southeast Texas. One reason why our buildings stand the test of time is because of the Fairweather people who build them. www.fairweathergrp.com 936.756.6446 333 N Riverside Dr., Suite 200 Conroe, TX 77304 OTT Texas Sept Oct FINAL.indd 28 10/10/2013 12:56:57 PM
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