TOP 10 Ways to Drive Targeted Buyers to Your Website

TOP 10 Ways to Drive Targeted Buyers to Your Website

Cullins, Judy

Any serious office products dealer already has a website. The trick is finding ways to convert visitors into loyal customers. Bring those visitors back to your site for more, applauding you and saying BRAVO! They will create a buzz about your great site, and send you many more visitors and potential customers through word of mouth. Think of these visitors as your personal marketing force. If you are a non-techie like me, you may not have heard of what a “sticky” website is (it is the stuff that lures visitors back again and again). But all office products dealers know this is what they want! Forget getting to the top of the search engines. Leave that in the hands of your webmaster. Instead, try out these 10 low-maintenance ways to make visitors into customers and bring ’em back to your website for more.


* Upload new, original, & useful content often

Do not think of your website as a virtual brochure. Avoid blatant ads such as banners, which turn visitors off. Give them information they can’t find anywhere else-and give it free. People want and need how to’s.

Always think benefits when you post some new article. Helping your visitors get what they want will bring their trust and respect as an expert, and eventually, bring you profits. Dealers can often find creative how-to articles and white papers by visiting manufacturers’ and association sites.


* update your website content regularly & often (perhaps daily or weekly.)

If someone visits your site and finds nothing new, they will disappear into Cyberspace and spend their time on other sites.

If you don’t want to write articles, copy and paste other people’s articles or tips from their ezines or websites, with their permission, of course. Keep the pieces under 1200 words. Common lengths are anywhere from 75-1000 words. You can include a tip list, past feature articles from your ezine, an excerpt from a book, poetry, or a customer story.


* publish your own ezine

Make it short and sweet. Start with a monthly, and then see if you can do it bi-weekly. If you don’t stay in regular touch with your possible buyers, they will forget you and your dealership’s message.

People want to know you better, so they can trust you and think of you as an expert in your field. Your free information, tips and resources will keep them as subscribers. If they like your ezine, they will recommend it to others. The opt-in eNewsletter tops all other ways to drive traffic to your site, and it can be mass mailed free, too. Check out


* include a recommending service on your site

Your repeat visitors create new traffic. Check out It’s free, fast and versatile, allowing visitors to send recommendations and opt-in for your company’s newsletters and new product introductions.


* host a forum on your site

Host a forum on your site where people can interact fully and you can share your knowledge and offer suggestions. It’s a great way to help others and get these people visiting your site often because they want to know you as a real person. Without a chance to interact with you people lose interest.

Allow your visitors to post a message or reply to other messages. They will check back every few days for new messages or replies. Dealers can find great success by creating and contributing to forums such as OEM vs. Compatible Cartridges,” “Troubleshooting Printers,” or “Customers Questions.”


* bookmark your site

Tell them you update material every day or week. If you omit this, you pass up a great opportunity to lure repeat, loyal visitors. You want more visitors, and you want them to spend a lot of time on your site. The more time they spend on your site, the more likely they will check out your products or services pages.


* serialize some of your content:

If visitors get it all in one visit, what’s to keep them coming back? Put one part of an article, special report, or excerpt on your site each week or so. Let people know this through your ezine.


* post a monthly special only for your Web visitors

Call it “Discount of the month,” or “Freebie of the month.” Without incentives, your audience will go elsewhere. Co to your files now, and see what you can use. This technique has worked well for the author.


* enjoy the journey

Each day, you can learn something that will make your website more real, more YOU. Let your passion show! Add some personal information such as a personal column.


* allow everything you do on the Web to easy and fun

If you don’t love to create ad copy, or if you don’t like the technical side, delegate it to someone who loves it. Do what you do best and hire the rest. It’s far smarter to eliminate all struggles from your adventure, so you will shine at what you do.

The biggest complaint from clients is that they get hits, but not enough sales. When you follow the above tips, you’ll be much more likely to succeed at increased sales.

Copyright Imaging Network Co Dec 2004

Provided by ProQuest Information and Learning Company. All rights Reserved.