Web development: 10 assumptions to think about
September 8, 2008 4 Comments
- People will know how to find your website
- People know what you sell
- Everything will go as planned
- People know where to click
- People know how to get home
- People know where they are
- People know how to buy
- People will volunteer loads of personal information
- People will contact customer service if they have a question or problem
- People will come back
I think assumption 1 and 10 are true within most agencies: people know how to find your site and they will return. Too often we build these great sites for clients, but don’t think about how we are going to drive traffic to the site or what we are going to do to ensure it keeps back. As corny as it is, we need to think of a website being like an island, without bridges it doesn’t get any traffic. It’s our role to define what those bridges are (a combination of paid for and free traffic) and how we can generate a constant stream of traffic to the site/island.
There are so many ways that traffic can be driven to a website (I will post more about this because it is one of my favourite topics):
- Paid: Search engine marketing, online advertising, affiliate programs, offline advertising, DM, etc
- Free media (head hours only): social networking, search engine optimisation (correct site build or HTML/functional pages), site referencing, linking, etc.
In regards to driving repeat traffic, this is extremely hard. Question: how many campaign sites do you return to on a weekly basis? I don’t go back to many unless it’s connected to a promotion/competition that I am actually interested in winning or it is one of my client’s competitors sites.
If there are two things to take out of this post, they are think about:
- How you are going to drive traffic to the site consistently (even after the campaign launch period)
- How you will drive traffic back to the site (what’s the incentive? content? promotion? other? Why would they come back?)