How to Get the Most out of Company Websites

Roland Schmuck

2

Hungarian companies having a website (%)

0

10

20

30

40

50

60

70

80

Micro-sized companies(1-9 employees)

Small-sized companies(10-49 employees)

Mid-sized companies (50-249 employees)

Big-sized companies(250+ employees)

90%90%of websites are notprofitable

5

Sources of visitors

VisitorsVisitors(potential customers)(potential customers)

SearchSearchenginesengines

Direct trafficDirect traffic

ReferringReferringsitessites

20-40%60-80%

<10%

Conversion rate

1-2%

7

How to get visitors?

• Link exchange• Direct e-mails• Online advertising• Search-engine optimization

8

Link exchange

• Very popular• Low or no effect on search engine rankings• May cause more harm than advantage

9

Direct e-mails

• By own database• Collection by registration, which takes a lot of time• If database is purchased it may be illegal• If third-party database is used it is advertisement

10

Online advertisements

• Very popular• Costs a lot of money• Measuring the cost of a new customer is necessary

11

Search engine optimization

• Improve the positions of a website in search engines for given keywords

• Usage of SEO techniques is increasing heavily worldwide

• Needed:– Search engine friendly website structure– Using ‘permalinks’ is recommended– Lot of external one-way links

• High start-up costs but low running costs

12

Suggested method of getting visitors for a websiteduring its life-cycle

number of visitors

time

SEO

Directe-mailsOnline

advertisements

13

SEO in case of a pet food webshop

DOG CAT PET

14

Multi-site strategy

number of visitors

time

2nd website

1st website

How to Get the Most out of Company Websites?

Roland Schmuck

Thank you for your attention