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Adam's Advice: Use Your Website as a Marketing Tool

When it comes to your website, don't make the mistake of assuming that "if you build it, they will come". An effective website is not only one that is professionally designed and well thought-out, but also one that becomes one of your best marketing tools.

Below are 7 ways to use your website to market online:

1. Give away advice. Giving away free healthcare-related advice to various interest groups and prospects allows your agency to build relationships and increase conversion rates with prospective clients.
2. Use links. In addition to links within your own site that promote the benefits your agency provides, also include links to other sites that your clients and prospects may visit regularly (i.e. pharmacy, weather, news, etc.). This adds value to your site and encourages repeat visits. You can also ask other sites, (for example, if your community has a website dedicated to seniors) to include links to your site, as a way to drive traffic. This also adds to your credibility.
3. Encourage bookmarks. Bookmarking is a way of recording or indexing a website for future reference. Tell visitors on the first page, as well as subsequent pages, to bookmark the site so they can easily return next time they log on.
4. Maintain fresh content. If you aren't constantly adding new links, articles and information, your website will become old news, and you aren't giving visitors a reason to come back. Keep it updated!
5. Be included in directory listings. When your site is listed in common online directories and indexes (such as Yahoo and Google), your prospects can more easily find you. To learn more about getting listed, visit www.searchenginewatch.com.
6. Select the right key words. Most directories and search engines look for key words to match up your site with what visitors are searching for. It's important that you think in terms of your prospect or client. What are they going to be looking for? What words would they use in their search?
7. Have an online newsletter. An e-mailed newsletter that is hosted on your website is a great way to keep in touch and build relationships with your clients and prospects. It offers them a sample of your expertise, philosophy an values. A friendly newsletter allows them to become familiar with your agency in a non-threatening way and also provides an easy way for them to reply. Start by asking current clients and prospects to sign up for your newsletter and then ask them to refer others to sign up.

Next time we'll discover some ways to collect e-mail addresses for your e-newsletter and other marketing e-mails.