web sites web sites Archives - CarsonPR

Get the most from all your media

It’s time to tear down all those walls in the office that keepPublicity and web sites departments separate. For example, let the IT people, or web people work with the publicity staff. If you source out any of these to a pr firm, or agency then have a meeting where they can discuss their projects and objectives and what plans are set for the future.

Let’s start with your company’s existing web site.

Maybe it is an eCommerce site, or an informative site to explain your services and products. Even if it is a B2B site, you need to break down the walls in your office (figuratively that is) as well as those in your mindset. The site needs to improve sales and visibility. Publicity can help if given the chance. Not all pr clients and professional publicity people can relate or understand how to make this work. Why, because everyone is caught up in doing business as usual, or old school thinking. The saying " don’t fix it if it isn’t broken" does not apply here.

I am trying to get you to think out of the box. There is a simple test to do for analyzing your web sites home page. Jamie Roche wrote an article telling people how to improve their home page visibly. After reading this you may say, well I don’t have an eCommerce site; we sell to distributors, or dealers, etc. You’re missing the point if you think like that.

It’s time to have this meeting I discussed with the PR department and IT department. Need help in trying to find how PR can make things happen for the web site? If you need help, then it’s time to bring in an outside pro. We can discuss this with you and show how to make things happen. I’m only a call away, or an email away. Just click on the Contac Us on the left of this page. And we’ll be right over.

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Publicity is everywhere, even on the net

Just about every traditional (brick and mortar) company has a web site. Beyond the fact that you need to have a web site today to be recognized as a real company doing business, clients and customers want the ability to gather information or place orders via the web.

With that said, we need to now see how publicity coupled with marketing can make good things happen.

Web sites are only as good as the marketing that supports it. Just because you have a site doesn’t mean it will be picked up and listed at the top with the major search engines. It requires strategic planning and implementation to make things happen.

To begin, you need to have the site optimized. That’s an overused word, but it still needs to be said. This alone is not enough. The SEO’s are battling again for power and that means more challenging times for web masters and programmers. You now need to include a plan that includes “back end marketing”. This can be a series of things like a blog site, eNewsletters, and above all a strong publicity plan.

Yes, publicity is a major element in getting listed higher. There are two methods used to see a sites value. Page Ranking and Site Listing. Page Ranking shows how you are rated (ranked) on search engines, like Google, Yahoo, MSN and Alta Vista to name a few. It is based on a scale of 10. Sites with anything in the 5+ ranking is excellent. Even with a 3 you are doing fine. Remember, that there are over a billion pages, and several hundred million sites. Even in any vertical market, there are at least several hundred thousand sites.

Listings are where you are positioned on that search engine. Everyone wants to be on the first page of a listing, and not further than the third page. But again, with hundreds of thousands of sites, not everyone can be on top.

Once you get there, you need to be more aggressive with press releases, keywords added and updated, keep daily blogs going just to maintain a solid position (listing) with the engines. No guarantees can exist. The only way to stay near or at the top is to have an on-going plan.

A couple of our clients are getting their time in the spotlight. Partition Specialties now has a solid listing using several keywords such as modernfold, tate access floors and skyfold. They are listed with the various SE’s in either a #5 or #12 position with Google and Yahoo, MSN, etc. That’s out of 1,500,000 other web sites in a specialized industry. We are using several marketing tools with the publicity to maintain this.

Foundations Financial in only 6 weeks got a high PageRanking with Google of #3. We are using the blog site and a lot of publicity releases, TV interviews and links on the site to gain this positive momentum. Keeping this will be an on-going battle that we plan to win. Within a few more weeks, they will enjoy the high listings as many of our other clients do.

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Publicity is everywhere

Companies large and small are building web sites that contain too much information, or create a nightmare to navigate.

I read an article about this problem titled "Analytics that Boost Web Revenue". The author of the article, Karen Vogel, uses an airport to illustrate how web sites are getting so large (depth in pages) that if an airport didn’t have signs and sections for you to enter, you would be lost.

I believe that if you are a company that offers a lot of information, such as a financial institution and want feel you need to have all the services explained. Or your company sells automotive aftermarket accessories and you put your entire catalog on the net.

That is ok, if you build the site so customers can navigate back easily, or are able to not "get them lost’.
Too often companies add links upon links to take you deeper, or to another site for support information. That’s how you will loose customers.

A web site is part of your publicity campaign. It is what people will think of your company. It’s that image building I spoke about many times before.

To keep a positive image when you are facing this problem with too much information, I suggest building a separate site, maybe three different sites that can link to each other.

This will keep specific information in one place, and provides you the ability to market your company in several markets through different web sites.

Remember, customers are looking for information, or something to buy, solve a problem. Don’t give them a reason to hate your company because you put everything inside the site.

Maybe it is giving customers a summary of the information, about the services or products you offer. Then give them the option to contact you for further information.

Customers like choices. Make this work for you and that will be the publicity reward– a positive name (brand) in the industry.

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