A Reason to Return

Everyday I talk to clients or potential clients about their online presence and everyday I have to review the analytics with them. While garnering new traffic is great, a lot of companies pay very little attention to encouraging them to come back?

What you need to ask yourself is why “you” return to a site? Either it contains a product you require more than once or it engages and interacts with you.

The crucial element is content, and what I mean by content is valid useful information that focuses on the needs of the end user. This is why we come back. It’s for all of those neat self gratifying elements that can affect even the smallest component of the users day. The downloadable recipes and the timely weather reports before a picnic. It’s really not about how your company started or how long you have been around. While this is useful information to determine the validity of your company and showcase a strong foundation it’s just not going to make someone return to your site.

So while it’s “your” site and “your” image make sure to think about the people who you want to visit your site and what they want. If you only pay attention to what you want, you may find the internet a very lonely place indeed!

– Scott

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