If you build it, they will come? Rubbish!

"If you build it they will come" could not be further off the mark than when it comes to publishing a corporate website.

Once your corporate website is live on the Internet, the real challenge of making it famous begins.

Once your website is live, there are countless numbers of ways and means to optimise the level of traffic it attracts.

If you're serious about the return on your investment, it's worth looking into professional Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) initiatives.

SEO and SEM services along with traditional mass media advertising can be highly effective yet often expensive, but don't depair; with some creative thinking, there are plenty of effective and economical ways to proactively market your website.

If you're clever (and lucky enough) to have secured yourbusinessname.com.au, consider producing an alternate version of your corporate logo that incorporates your .com.au identity.

I'm not suggesting that you throw away all your current corporate identity material, but, for example, if you sponsor a local sporting club, be sure to provide them with a logo that includes your website address so that potential customers who see the venue signage will have an easier way of remembering how to contact you than through your telephone number.

You might think it's obvious to suggest that you incorporate your website address within your corporate identity and in ALL of the proactive marketing and advertising that you do, however, I am constantly amazed by the amount of IASP client advertising I see/hear/read which does not include the company website address in Television, Radio, Yellow Pages, Press advertisements, or even on business cards and in other corporate promotional material.

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