I’ve been thinking about this very topic myself - because clients ask this.
My thinking has been that there is a need first to define (or refine,
probably) the metrics for this - that if you can understand whether it’s
just about numbers - or something else - then that will narrow the options
to hopefully more productive solutions.
Sometimes clients will look only at number data… though when pressed will
often admit what they want are better visitors - more purchases,
click-throughs or longer visits. That’s when it’s time to ask “who are we
missing?”… specifically, “who should be coming to are website, and isn’t”.
I think this is a very helpful question to ask, because it’s about the
thing behind the numbers that’s important. We have the website, this
message, product or service that isn’t getting out to the people we
designed it for. So once we have identified these people (beyond just in
the abstract) the question of how do we get them to show up becomes
legitimate.
I think one answer is Opportunity… we have to find ways to extend the
opportunity to visit. If someone tells me about a site in a phone
conversation, or on a printed item, I may visit… but email a link to me
and I’m there almost as reflex. So, look at email lists and try to build
one NOT from the usual suspects. Or design an email campaign that will tell
you who is responsive and who is ignoring you. Just doing a static
newsletter may not be enough.
Another answer might be to take a good hard look at the existing site and
try to imagine why people who come don’t come back - or interact more with
it. This may involve a fundamental shift in the role a site plays for
certain clients - and their users. Then the questions asked may be “why
would our target users come to our site” or “why would they come back?” Do
you need to alter existing content, or add more? Many business sites are
static - once you’ve seen it, you’ve seen it. Manet made dozens of
paintings of the same water-lily pond, or the same cathedral - yet they are
all different and unique. Otherwise, just the one would do and he’d be less
remembered.
So, those are my thoughts - I know you were looking for a more concrete XYZ
answer… so, apologies. However, hopefully some of this will spark a truly
creative solution. 
On Friday, January 17, 2014, RavenManiac email@hidden wrote:
I know this is a highly subjective and the answer will vary a LOT by the
type of products or services your client sells, but I’m curious to find out
what you feel have been the most effective ways to drive people to your
client’s website. Here are a few options I’ve considered (listed
alphabetically, not in order of consideration):
- Banner Ads
- Blog
- Contests
- Direct Mail
- Events/Trade Shows
- Print Advertising (newspaper/magazine)
- Printed Collateral (brochures/flyers)
- Sales Representatives
- Something Else
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Ernie Simpson
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