Where is my web address?

Possible Scenario:
You have invested thousands of dollars in a professional website. It flashes, it glows it is filled with valuable information about your company. It is an important part of your business. You meet a new client, you discuss a few ideas, you direct the client to your website to see the demo. You have to write your web address on the back of your business card because it is not printed on the card!

Does this sound familiar? What about the print advertisement you bought, it has your phone number, your fax number, your address, but not your website address!
What about your letterhead, your literature?

Printing and/or displaying your web address is a critical step in driving traffic to your business. A recent study by Jupiter Media Matrix has shown that 50% of website visitors browse your website before visiting your store or office. Websites that have online catalogs and a physical store receive increased traffic to their physical store because of website visitors.

You are not alone!
We conducted a study to determine the need for e-marketing services in North Florida. We contacted 250 North Florida businesses that had advertised in one of four publications. The Florida Times Union, The Business Journal, Waters Edge Magazine, and Jacksonville Magazine. The businesses we contacted had two things in common:

• They had an advertisement in a publication
• They did not list a web address.

The results were surprising, 50% of the business that bought print advertising had a web site but did not include their web address in the advertisement. 25% of the people we spoke to said they had one but did not know the address. Since the study, we have spot checked a few ads and have noticed that future advertisements have included their web address. A step in the right direction. In today's competitive environment you must give your business every edge you can. Include your web address on every flat surface in your business. Pay close attention to any item that leaves your business, (i.e. boxes, letters, invitations, etc.) Check your letterhead, your cards, check everything. Your customers are waiting. We have compiled a checklist of “must do’s” for web based marketing. If your business has a website, review the list, you will find the information useful.

1. Your web address should be as important as your physical address, make sure it is listed on every piece of literature, business card, letterhead or brochure.
2. If you purchase advertising, list your web address prominently in print, and mention it at the beginning and end of radio or television ads.
3. If you purchase banner advertising that links to your website, check the link regularly. Servers go down and they get refreshed, potentially compromising your link.
4. Post your web address near all phone extensions in your office, this will guarantee if a customer calls and asks for it, any employee can provide the answer.
5. Make your website part of your new employee orientation.
6. Register your website to all major search engines annually.
7. Do not register your website to search engines too much. They tend to not like the abuse and will kick you out forever!
8. Take advantage of any free web listing service or directory.
9. If you submit a press release, include your web address.
10. Add your web address to the “signature” at the bottom of your outgoing email.
11. Use an email address that reflects your domain name. Ex. Do not use
    ABCcompany@AOL.com, Use Sales@abccompany.com

If you are in the business of web development, advertising, marketing or printing, advise your customer of the basics of web marketing. If you are printing their business cards and you do not see a web address listed, ask them if they have one.

E-marketing can be simple, it’s about paying attention to the details.

Joe Lemire is co-founder and Chief Innovator at
eLYK innovation, Inc. He can be reached at 904-998-1935
or by Email at jlemire@elykinnovation.com.