Put marketing at the center of your enterprise. Synaxis is a marketing and branding consultancy dedicated to helping its clients increase brand awareness, improve sales tools, and increase qualified sales leads.

Do You Own Your Compelling Content?

Do you own the compelling content on your Web site? If you do not have an active blog or newsletter section, you likely rely on content from other resources to deliver fresh content and value to your readers.

How to Avoid Visitor Loss

One of the key things to confirm when developing a site is that the most compelling information on your site lives on your site. That is, don't have an abundance of links from your site to other sites that would cause your visitors to leave your domain. Chances are that you'll never get them back to your site once they leave.

Additionally, if people continually use your site as a conduit to other, more enlightening information sources, they will eventually choose to bypass your site in favor of the more content-rich options you point them to.

Tips for Referencing Content

Sometimes it is necessary to link away from your site. When this is the case, be sure to do the following:

  • have the link open in a new window so that your site remains live in an open window
  • if possible, bury the link

In many cases, if your primary source of content is another Web source (such as a news posting site), you can adjust your site to pull the content into your Web pages without showing your valued visitors the exit door. The most common way of accomplishing this is through RSS feeds.

Conclusion

If possible, it is always ideal to create your own content. This makes your site a destination rather than a channel for other people or organizations. If you don't have a blog, it is worth getting one. You are in business for a reason, and you have compelling things to say about that business. Your site should be a hub for the intellectual capital that makes your business unique and compels prospects to do business with you. If you make content development a priority, soon other sites will be linking to you.