Website Marketing

Website Marketing

Your website should be an integral part of all marketing campaigns and corporate communications programs, and the URL for your site should appear on every piece of correspondence and marketing collateral your organization generates.

If your website is aimed primarily at local audiences you must look beyond getting listed in standard web indexes, such as Bing and Google, and publicize your URL where local residents or businesses will encounter it. Local libraries, newspapers, and schools are often the key to publicizing a new web site within a specific locale.

You may also find opportunities to cross-promote your site with affiliated businesses, professional organizations, broadcast or print media, visitor or local information agencies, real estate and relocation services, Internet access providers, and local city or town directory sites. Your organization could also feature local nonprofit charitable or school events on your web site. The cost in server space is usually trivial, and highly publicized local events featuring a web page hosted within your site will boost local awareness of your web presence. Site sponsorship might also interest local broadcast media as an interesting story angle.

Website Marketing

Your home page URL should appear in all:

  • Print advertisements
  • Radio and television advertisements
  • Lobby kiosks in high-traffic areas of your enterprise or in local libraries, schools, or other suitable venues
  • Direct mail campaigns
  • Business cards
  • Stationery
  • Bills and statements
  • Product manuals and product packaging
  • Response cards and warranty cards
  • Publications and promotional materials
  • Press releases
  • Posters and billboards

Choosing the Right Colors for Your Website

Website visitors react to color more than you might realize. That reaction can mean the difference between a visitor buying a product online with con­fidence versus a person being blinded by ghastly color combinations and hitting the Back button in less than three seconds. If you don’t have a web designer chosen yet, make color options a point of discussion before hiring that helper. We all make decisions daily based on the colors we see, so color should be an important component of your website’s design.

Considering what colors convey

Here is a summary of how most people interpret and react to colors:

  • Blue (the most popular) suggests honesty, trustworthiness, calming, and loyalty.
  • Black displays authority, sophistication, power, elegance, and technical prowess.
  • White symbolizes purity, peace, and youth: neutral and clean.
  • Red excites with passion, energy, and excitement.
  • Pink suggests innocence, softness, and sweetness.
  • Green invites feelings of nature, growth, and regeneration.
  • Dark green however, implies wealth and conservatism.
  • Yellow is optimistic and cheery, yet can come across as too dominating if overused.
  • Purple is associated with wealth, sophistication, and mystical, spiritual tones.
  • Brown is genuine, although it often emotes sadness.
  • Orange conveys happiness, freedom, creativity, playfulness, and confidence.
  • Gold as you would expect, suggests expensive taste as well as prestige.
  • Silver also emotes prestige but is cold and more scientific.
  • Gray has a more corporate, somber, and practical appeal.

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