It is cautioned, however, that although the new figures are evidence of healthy organic growth within the industry, the growth is also partly due to additional online publishers reporting their advertising figures.
 

You've heard too many times "If you build it, they will come." We know that doesn't work on the Internet. But why do novices again and again build websites without the least thought to a viable marketing plan? Maybe it's because FrontPage promises you a "professional looking site" and Microsoft hasn't yet offered WebMarket 2000. (Don't worry, they probably will pretty soon. Hi, Bill!)

The most wonderful site in the world is wasted unless people stop by to admire and purchase. It's the same reason that most great craftsmen aren't millionaires; they've learned to make a great product, but don't have a clue about marketing.

So the first question you need to ask yourself, even before you build your company's site, is: How will we get people to visit? Perhaps your marketing plan will look like this:
 

• Banner ads for two months to boost name recognition.
• Search engine positioning on Google, Ananzi, MSN, HotBot and Excite in the first quarter, to include Infoseek, Lycos, and AltaVista in the second quarter.
• Reciprocal links with our industry organization and a paid listing in their directory.
• A newsworthy contest in the third quarter, for which we'll try to get full media coverage through press releases and calls from a PR agency.
• A company newsletter that carries industry news rather than just company drivel, to begin in the fourth quarter (though you should start collecting e-mail addresses now).
   

Many sites I visit are pretty slim. Yes, they give information about the company and its services, but nothing you'd want to bookmark. What compelling content can you put on your site that will make someone want to return? Content is primary.

With excellent content, when you ask for a reciprocal link, you don't have to plead, "Link to us because we're the greatest." You can say, "Link to us because we offer everything a buyer needs to know to select the right lighting fixture." When you offer a public service, you suddenly become newsworthy. Trade journals and magazines begin to mention you, and traffic follows. Give visitors a reason to come, and they will.

We specialise in leveraging Internet technology to achieve this. Our services have grown over the last seven years to include web design, logo design, email marketing campaigns, newsletters, search engine placement, Internet surveys, Telesales and our Business Monitor service provides constant market intelligence on your Industry or competitors activities.
 

"We are all equal on the Internet. What differentiates you from your competitors is not how big your company is or how much money you have to spend, but how smart your website is!"
- Gordon Barker EPNET

Should you require a proposal on any of our services please don't hesitate to call me?