Thanks for your comment.

The internet has become such a major resource for research that your website will make your first impression for you, so you must make sure it is content rich and updated regularly. Forgive me if this sounds basic but it’s important that you have an interesting and informative website that’s quick to access, easy to navigate and most importantly, kept up to date. I’m sure you’ll agree there’s nothing worse than discovering a website that looks great and then finding that it was last updated two years ago! By having a wealth of information, such as downloadable white papers, newsletters, a media area, blog, webinar, podcasts, etc… that visitors register to access, you can track access and usage of the site through a web analytic package. This will not only let you see how effective your website is but also gives you the opportunity to open a dialogue with a possible prospect and help you build a database (as long as all participants have opted in).

But it’s all well and good having this information on your website but if nobody can find your site then what’s the point? By having key word rich content (specific to words and phrases that your prospective clients / journalists search for) will make sure that you’re always there near the top of the search page. But to proactively drive traffic to your website your best bet is to consider a targeted direct mail campaign as this will give prospects the prompted needed visit your site.

I’ve only outlined the basic avenues here, but you’ve given me inspiration for my next blog posting so watch this space…

Simon