Getting traffic to your site is phase one of two important marketing efforts.

Writing and researching your keywords are initally more important than look and feel, or logo. When keywords come first, we may put them to work immediately, creating "snack food" for the search engine robots. As your web site develops, you may serve richer fare, and gain more status with the search engines. In the meantime, our design and concept work continues and all the while, we amass "interest."

Return on Investment is the second part of the successful website's development. Your on-line business model can, if thoroughly planned and tested, provide a profit. Converting traffic frrom "interested drop-in" to registered, and finally, paid client, is the art of selling. Selling begins with the keywords, the very mechanism alive to generating traffic.

At the first development of your web site's "selling proposition" we are focussed on how your client actually speaks about you. For example, my friend makes lamps but did not know the factory's term for an essential part. In her way of understanding, it was a spiked "thingy." The factory called it a "spider." How will this customer find her lamp part?  How will that same customer find you?

A Selling Proposition exists for all websites, whether or not a profit is planned, A successful sale may not just be "about the money." Some sites are powerful for their community base, but makes profit a secondary priority. Obviously, the motive for profit may drive a website's users to buy. Either way, your selling proposition gives the user their direction, their connection to the website. It is their "hook," whether attracted by content, presentation, or ability to interact, which all work to earn the registered user status, the first "sale" of your website's purpose. Here we make the connection to your audience. They would like to hear from you. This is the indcation that the first selling proposition has been successfully acheived.

Thus content planning consists of collecting all the ways that your interested user finds you: with your keywords and short essays, description lines, advertising slogans, 'tag' lines, intrroductions, navigation suggestions--all words which immerse your user in the "universe" that is your website. It is here that we may enter the psychology of the site, the intelligence which matches the greatest numer of users to your selling proposition.

A website needs to be trained in the same manner as a highly efficient employee. Adapting the right words to satisfy the context of your end-user means increasing the sales fulfillment. This has to be tested and updated with our findings. We will use the website's statistics to follow the route to our customer's own way of conceiving of your product or presentation. Solutions to every question that may arise during the sale provides the "training manual" or "customer service guide."

When you have communicated a trail which may easily be followed, steps toward a sale lead carefully and correctly. This is when your website may become an official sales employee, constantly showing your services and goods, making the first sale as easy as all the ones to follow.