Website Strategy; Attract, Engage, Convert.

The use of a website to attract and keep new customers is now critical to the success of any company and the web itself has become a highly competitive medium. Because of this it is important to understand the purpose of any website. This can be considered in three stages as follows:

Maximise

A to E to C

ATTRACT	ENGAGE	CONVERT
SEO Pay-Per-Click (PPC) Online PR Link-building Directories Blogs Forums Editorial Advertising Email Broadcast Affiliates Real world marketing	Text Images Ecommerce Message Boards Streaming Media Voting D/Loadables News	Subscription Email Enquiry Buy On page elements

Measure and Monitor

The objective is to take people from A through E to C thus maximising traffic to the site, engaging the audience and generating as many conversions as possible. This results in more sales, higher profits and significantly improved ROI. Many companies still focus on the centre section developing ever more sophisticated methods of engaging the site visitors. However the real battlegrounds which are being fought over are in columns A and C.

As well as maximising the processes, all stages should be actively monitored and measured. Because of good analytics software it is now possible to track site visitors and buyers through every stage of the process. This can be done with an excellent level of detail and the information used to improve the process further.

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