The MarCom Strategist: A Free B2B Marketing E-Newsletter

January, 2007
Published by Dianna Huff
Volume 7, Number 1

Welcome!

Where did 2006 go? Just a few months ago it was January and a whole year stretched ahead of me. As we begin 2007, I'd like to thank you for continuing to read this publication. I love receiving your feedback -- it's through your messages that I have come to know many of you a little more personally. Have a wonderful new year!

Dianna Huff

Give Your Website a New Year Tune-Up

By Dianna Huff

When was the last time you looked at your Website? Yep, me too. Things got a little busy here over the last year -- which meant I put my Website "to do" list on hold. Bad move. When I had the chance to look at my site last month, I was taken aback at the outdated information, broken links, and other Web marketing no-no's.

If you haven't looked at your site in the last six to twelve months, now is a good time to give it a New Year tune-up. What follows is a list of things you can do to spruce up your site and make it feel "new" again.

1. Remove or fix broken links -- Not all sites keep archived content forever. If your site has outbound links, click on all of them to ensure they're still working. Also ensure links within your site work, too. (If your company has a large site, you can use an automated tool such as Link Utility 3.0 to check for broken links.

2. Test your forms -- Along the same lines, fill out and submit all forms (Contact Us, offer landing pages, newsletter subscriptions, etc.) from your work and home computers. Why both? Sometimes you don't see a problem with your corporate site until you get "off site." Also time how long it takes to receive offers via email or to download PDFs or other media files so that you can see what your site visitors experience. Fix any problems.

3. Update information -- If you haven't checked your site in months or even a year, you most likely need to update information on a few pages. Perhaps your "messaging" has changed, or you've added new services, hired new employees, or have made other changes. Also be sure to go through your "Corporate" pages to ensure contact names, email, phone, and fax numbers are correct and up-to-date.

4. Add new content -- Do you have articles, testimonials, case studies, white papers, spec sheets, brochures, podcasts and other types of information sitting around on your hard drive? Add them to your site! This additional content serves two purposes: it helps your prospects "pre-qualify" you before they contact you, and it helps with search engine optimization as other sites will link to this content.

5. Analyze conversions -- If they're available, read over your Web analytics reports. Which pages get downloaded the most and the least? What percentage of site visitors are finding your white papers or other offers and downloading them? How many have subscribed to your newsletter? If conversion rates are low, determine why and fix the problem. (If your company doesn't have a Web analytics program, I highly recommend Google's no-cost analytics program -- it's very easy to install and use.)

6. Tweak keywords -- If your site is optimized, compare the keywords you've used in your Title tags and page copy with the keywords people are using to find your site (your Web analytics will give you this information). Are site visitors using the words for which your site is optimized -- or different ones? Also run your keywords through a keyword tool, such as Trellian or Wordtracker, to ensure they're still viable search phrases. Make any necessary adjustments.

Like cleaning off your desk, giving your Website a good going over makes you feel productive and energized -- and it's the perfect way to greet the New Year.

What can Dianna Huff do for you?

My goal is to make your job easier -- and to help you succeed with your marketing projects and campaigns.

• Want your site to rank well in Google through search engine optimization (SEO) copywriting?
• Responsible for a B2B e-newsletter and need help getting it out the door?
• Need a complete Website overhaul and don't know where to begin?

If you answered yes, then give me a call at 603-382-8093 or send e-mail to info@dhcommunications.com. I can help you.

Keep up with the latest MarCom news at The MarCom Writer Blog.