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by Kellee Gabel, The Web Professional, Inc.

Are you measuring your website traffic and disappointed with the results or lack thereof from your Internet marketing efforts?

Are you measuring lead generation and where it’s coming from?

Some things to consider before you throw out or discount the veracity of THE marketing tool with a 10-toe foothold for the foreseeable future:

Content is king! It’s what drives visitors to websites, forums, blogs, facebook pages and more.

Does your website sizzle and pop with exciting information or does it have the forlorn glow of a small ember from fires last stoked six months ago?

Does your home page feature inviting headlines that inspire visitors to dig deeper?

Website visitors need a reason to traverse your site. And, unless you’re extraordinarily lucky and make sales from every first-time visitor, you will need to work on giving them a reason to return.

Let’s face it, unless the Internet is a major focal point in your daily business life, sometimes this portion of your marketing plan can become stale. Out of sight, out of mind, right?

If you think about it, that seems most obviously counterintuitive to what we know to be true. Afterall, who in business today is not on the Internet at some point in their daily activities?

And, what about affordability?

Think about the cost of printed materials vs. the cost of updating your website. With printed materials, not only do you need to create the information and the printed piece, you then must find a way to distribute it. How does one replace out of date information in the hands of a tradeshow visitor from 6 months ago? With an up-to-date website, of course! A website’s out there working for you 24/7, and if you’ve done your homework, those interested in you, your company and its products will come back again to find out what’s new!

While you may find it difficult to give attention to keeping your website up to date and interesting, we are here with a reminder:  you can’t afford NOT to.

Never fear, you can recover from your Internet marketing doldrums. Like all good habits, just get yourself into the groove.  Once you get your mind around the idea of posting every 2-3 days, you’ll be thinking up news items to set you apart from your competitor.

Soon, you’ll be hanging 10 in the Internet surf just like the pros!