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Marketing on The Internet
Update on The Information Highway
By Maria Piscopo

Update on The Information Highway

As a working rep and consultant, I have had the chance to view many web sites by creative professionals since we last discussed this topic in our Business Tips Survey (December 2000) and since I started working on the 3rd Edition of The Photographer's Guide to Marketing & Self-Promotion (Allworth Press) . So, here is another checklist and review of elements to consider and discuss with the web designer working with you to make sure your web site is really working for you!

A Web site is not just a digital version of your promo piece or portfolio. The electronic medium is different from print use yet I still see many sites obviously “thrown up” on the web site. You do not need to learn extensive Web page programming but you do need to work with a design professional with a least a few years of success in Web site and page design. 

• What is the call to action that you will ask clients to use? Will it be on every page or do they have to backtrack? How will that action be implemented? It is important to give clients options such as an email response, a toll-free number to call, and a fax number to request more information or just a guest book to sign. It is very important to try and capture information such as firm names, addresses, phone numbers and email addresses. Also, always ask for a referral with text (“Email this page to a friend”) or a fill-in-the-blank form!

• What are your metatag page twenty-five to fifty keywords? Do you have all the fields of description text required for when you register your site with the available search engines? Some search engines use your metatag keywords; some use your home page text to search. Study carefully before you decide what text you will supply. This will determine how high up you rate in a typical search. You want to make it into the top ten “matches”!

• Make the page easy to use. Design with easy to read fonts and backgrounds that are not so animated that they interfere with the text. Try for a low contrast between the background color and the text so that is easy to read but can still print out as legible copy. (Note: I lost count of how many web sites I visited only to abandon the site because when I tried to print the contact information page to keep on file, it came out illegible)

• Use a “home” page that allows clients to explore without getting lost or sidetracked. Too many “clicks” to get to their choice takes time and can be frustrating to a visiting client. Add links that zip clients to places on your site rather than have them scroll and scroll or click until they get bored and leave!

• Discuss technical issues with your designer such as site navigation, file size, download time, color depth and palette (to name just a few). As with print promotions, there can be a conflict between “Make it pretty” and “Make it work”. Be careful with designs that slow down the navigation of your site.

• Use the unique factor of the quick speed of electronic response time to test different offers, call to actions and other response mechanisms. Ask for feedback and be open to learning. Faster than print promotions, you can quickly turn around a test, get feedback and make any changes. 

• Find ways to add interesting content to your site. By using “editorial” side-by-side with your “advertising”, you will give your clients reason to revisit your site. Try a chat room, a survey or a contest. Talk to related services companies and even published authors and get “reprint” rights in exchange for a link to their site. Use any techniques to create interest and interaction.  This requires a lot of maintenance but will build reputation, recognition and loyalty to your site.

• Strive to establish a dialogue with your clients. Respond to their requests quickly and always plan for follow-up. Be personal and personable. You are dealing in a cold, impersonal medium so try to warm things up. Decide with them when will you next be in contact with them.  You are in charge of what happens next! 

• Be sure to add your URL to everything printed or electronic you send out including business cards, letterhead, envelopes, mailing labels, logo labels, note cards, proof pages, slide captions, estimates, invoices, in every outgoing email (perhaps in the signature block) and all promo pieces, mailers and ads! 

• Register with Internet search engines, general directories and creative directories to announce your web site as soon as it’s published.  Remember, some still take up to eight weeks to include your web site

• Trade links with other web sites that relate to your marketing message.

• Update the site often and be sure to keep the “Last updated” date current