A successful website is one that attracts the right kind of visitor. In other words, you need visitors, and you need those visitors to perform a specific action. Make no mistake, visitors to your website that come and go without completing the desired action are of no use whatsoever - they will simply eat up your server resources, and will most likely cost you money. Your job is to get rid of those visitors as quickly as possible, or even better, prevent them ever coming to your website. So what’s the right kind of visitor?
If you don’t know what your ideal visitor is, it’s almost certain that you don’t know why you have a website. Your website needs a purpose,a reason for being there. If you don’t have a desired action for your website, there’s no real point you having a website at all. A website is just a tool for achieving a goal, and if it’s not doing that, it’s not worth having. You need to figure out what you want your website to do for you.
Do you want it to generate telephone calls? Should it be aimed at getting people to sign up for your newsletter? Do you want your visitors to request more information or buy an eBook? It doesn’t matter what you have as the goal, so long as you have something.
Once you have a goal defined for your website, you’ll be able to figure out exactly what kind of person you want to attract. That’s the first step in putting together a promotion plan for your website - create a profile of your typical visitor. You can then use that information to decide which promotional methods will be most appropriate, and hopefully most effective.