MODULE 2

2.1 Web Presence Options

Web presence marketing is the process of improving how and where your business is
displayed online. It starts with a mobile-responsive website. Then, you implement search
engine optimization, content marketing, social media marketing, and more.
The aspects of your web presence marketing campaign depend on your industry and the
people in your target audience.
A “digital presence” simply refers to how your business appears online; its what people find
when they search for your business or company on the internet. Digital presence includes
content that you control, like your website and social media profiles, but also content that
you don't control, such as online reviews.
Some of the web presence options include Blogs, Information Website, social media, Mobile
Site, Mobile Application, E Commerce Website and Business Directory.

Blog
A blog (a truncation of "weblog") is a discussion or informational website published on the
World Wide Web consisting of discrete, often informal diary-style text entries (posts).
Posts are typically displayed in reverse chronological order, so that the most recent post
appears first, at the top of the web page.
Difference between blog and website
A blog is a website.
There are tons of websites littered around the internet today, but not all websites qualify as
blogs.
A blog is focused on the regular creation and distribution of content.
Content posted on blogs is usually based on a specific topic or industry the blogger is
passionate about.
A blog is regularly updated with new content, it’s less formal than a traditional website, and
readers can typically interact with the content by leaving comments.
A website, on the other hand, is static.
It’s focused on communicating a product or service and it’s more formal.
Visitors cannot interact with the content.
Most businesses today have a website.
Plumbers, lawyers, dentists, landscapers, and business coaches all have a website.
The four most common types of blogs are Personal blogs, Business blogs, Niche blogs, and
Affiliate blogs.
1. Personal Blog
As the name implies, a personal blog is about the person who runs the blog. A personal blog
is very different from the other types of blogs because it contains opinions and beliefs of the
blogger. Some of the oldest blogs on the internet are personal blogs.
Their owners started way before the internet became very popular. They began by
documenting their daily lives and experiences for others to read. Usually, personal blogs are
not set up to make money.
These bloggers use their blogging to find and connect with people who share the same
opinions and beliefs as the blogger.
2. Business Blog
One of the best ways to demonstrate your knowledge and expertise is with a business blog.
A business blog contains content focused on an area of specialty to attract the attention of
potential clients.
The business or blog owner makes money through the products and services they offer to
the readers.
For example, to attract more readers and therefore clients, a dentist could post blog content
on all aspects of dentistry.
Maintaining the blog over time solidifies the dentist’s expertise while also attracting new
clients to the practice.
4. Niche Blog
First off, a niche is a small section of a larger group. Think about it this way: if you say you’re
a gymnast, you belong to a large group of athletes.
But when you say you specialize in floor gymnastics, that’s a much smaller group.
It’s the same with blogging!
A food blogger that produces content on healthy breakfast recipes is a niche blogger.
Niche bloggers focus their content on a very specific subset of a larger topic. They solve a
particular problem and have a specific audience. This technique is one of the most effective
ways to blog and will help you gather a lot of dedicated followers fast.
5. Affiliate Blogs
An affiliate blog is a blog that posts content promoting other products and services.
The blog owner typically writes product reviews or tutorials and includes a link for the
reader to buy the product or service. These links are called affiliate links and when clicked
and a purchase is made the blogger receives a small commission.
Affiliate blogs rely heavily on search engine optimization to bring readers to their site.
Additionally, when done well, affiliate blogs can be very lucrative and generate a significant
income for the blog owner.

Information Website
Website marketing is the process of promoting your website on the Internet. It is one of the
online marketing channels you can use as part of your overall digital marketing strategy. The
main goal of a website marketing campaign is to get more visits to your website.
A good website reflects your business brand, offers high-quality content and is easy-to-
navigate.
Your website is the key to a successful digital marketing strategy because all other digital
marketing elements direct guests to your website, which should effectively convert guests.
Elements of website design that generate conversions are using best SEO practices and
tools, having a great user experience, and capitalising on the wealth of analytics websites
offer.
A website is the centrepiece of all digital marketing activities. It is a very powerful channel
on its own, but it’s also the medium needed to execute a variety of online marketing
campaigns.
A website should represent a brand, product, and service in a clear and memorable way. It
should be fast, mobile-friendly, and easy to use.

Social Media
Social media It is an internet-based form of communication. There are many forms of social
media, including blogs, micro-blogs, wikis, social networking sites, photo-sharing sites,
instant messaging, video-sharing sites, podcasts, widgets, virtual worlds, and more.
The six types of social media, though this can be broken down in many ways, include social
networking, bookmarking, social news, media sharing, microblogging, and online forum
sites.
These social media platforms enable brands to connect with their audience to:
 build a brand;
 increase sales;
 drive traffic to a website; and
 build a community of followers to share and engage with content.
Some popular social media apps include Facebook, Twitter, LinkedIn, YouTube, Pinterest,
Instagram and Snapchat. Each platform has elements that makes it attractive to use. And
when a company uses several in combination to deliver a multichannel message, consumers
can see those messages on their preferred channels.

Mobile Sites
Companies typically have two websites: A desktop, or "full", site, which is found at your
normal website URL (e.g., www.yourwebsite.com) and a separate site built specifically for
mobile devices, which typically is found at a URL like m.yourwebsite.com or
yourwebsite.com/mobile.
Visitors are automatically redirected to the appropriate website based on the type of device
they are using (e.g., an iPhone or a Dell laptop).
Typically, a dedicated mobile website is a condensed version of a full desktop site. Content
and features are streamlined so that mobile visitors can get information or take action as
quickly as possible. Images, videos and large documents are usually removed because of
bandwidth limitations on people's phone data plans.
Mobile sites allow you to create different experiences for people that sit in front of a
desktop computer and mobile-device users. 
Since a mobile website can be designed and developed independently of your main website,
you can easily add a mobile-friendly website to supplement your existing website.
People expect websites to load in a few seconds. Mobile sites, being smaller than desktop
sites, have fewer files that will need to be downloaded. That means they'll load quickly on
mobile devices.

Mobile Applications
A mobile application, most commonly referred to as an app, is a type of application software
designed to run on a mobile device, such as a smartphone or tablet computer. Mobile
applications frequently serve to provide users with similar services to those accessed on
PCs.
Apps are generally small, individual software units with limited function. This use of app
software was originally popularized by Apple Inc. and its App Store, which offers thousands
of applications for the iPhone, iPad and iPod Touch.
A mobile application also may be known as an app, web app, online app, iPhone app or
smartphone app.
A mobile application or app is a computer program or software application designed to run
on a mobile device such as a phone, tablet, or watch. Mobile applications often stand in
contrast to desktop applications which are designed to run on desktop computers, and web
applications which run in mobile web browsers rather than directly on the mobile device.
Apps were originally intended for productivity assistance such as email, calendar, and
contact databases, but the public demand for apps caused rapid expansion into other areas
such as mobile games, factory automation, GPS and location-based services, order-tracking,
and ticket purchases, so that there are now millions of apps available.
Many apps require Internet access. Apps are generally downloaded from app stores, which
are a type of digital distribution platforms.
E Commerce Website
The term “e-commerce” simply means the sale of goods or services on the internet. In its
most basic form, e-commerce involves electronically transferring funds and data between 2
or more parties. This form of business has evolved quite a bit since its beginnings in
the electronic data interchange of the 1960s and the inception of online shopping in the
1990s.
In recent years, e-commerce has enjoyed a massive boost from the rise of smartphones,
which allow consumers to shop from nearly anywhere.
A website that allows people to buy and sell physical goods, services, and digital products
over the internet rather than at a brick-and-mortar location. Through an e-commerce
website, a business can process orders, accept payments, manage shipping and logistics,
and provide customer service.
Types of e-commerce sites
The scope of e-commerce is vast, but the types of sites that host electronic transactions can
be broken down according to the parties involved.
 Business-to-consumer (B2C): Probably the most familiar to the average person, a
B2C site enables an exchange of goods or services between a business and a
consumer, such as buying a T-shirt from your favorite online shop.
 Business-to-business (B2B): A B2B platform facilitates electronic transactions
between two businesses. If you own a company that sells T-shirts, for example, you
might buy those shirts from an online wholesaler.
 Business-to-administration (B2A): A B2A site facilitates electronic exchanges
between an organization and a public institution, like the website of a company that
designed your city’s web portal, for instance.
 Consumer-to-consumer (C2C): A C2C site, often known as a marketplace, hosts an
exchange of goods between 2 or more consumers. Examples include websites like
Etsy and eBay.
 Consumer-to-business (C2B): On a C2B site, individuals offer goods or services to
businesses. This could be a freelance SEO expert who works with companies in a
certain industry or an influencer paid to promote a company’s products.
 Consumer-to-administration (C2A): Similar to B2A, this type of site allows a
consumer to provide information, goods, or services to public administration and
governmental organizations—think paying a parking ticket on your city’s web portal.

Business Directory
Every business directory contains an index of companies listed alphabetically by industry.
The individual entries are then often linked to the corresponding company’s website. The
business directory helps users search for companies, services or products in their area in a
more targeted way.
Business directory is a website or printed listing of information which lists businesses within
niche based categories. Businesses can be categorized by niche, location, activity, or size.
Business may be compiled either manually or through an automated online search software.
Online yellow pages are a type of business directory, as is the traditional phone book.[1] The
details provided in a business directory may vary. They may include the business name,
addresses, telephone numbers, location, contact information, type of service or products
the business provides, the number of employees, the served region and any professional
associations.
Some directories include a section for user reviews, comments, and feedback. Business
directories in the past would take a printed format but have recently been upgraded to
websites due to the advent of the internet.
Many business directories offer complimentary listings in addition to the premium options.
There are many business directories and some of these have moved over to the internet and
away from printed format. Whilst not being search engines, business directories often have
a search function, enabling users to search businesses by Zip Code, country, state, area or
city.

2.2 Web Presence Creation

What Is an Online Presence?
An online presence is the representation of a business or individual entity on the internet.
There is a spectrum of online presence, ranging anywhere from non-existent to strong. The
stronger your business’s online presence, the more visibility and engagement you command
across digital channels such as websites, social media, and email.
After establishing an online presence, you can identify and focus on the channels that are
most effective for your individual business.

Steps
Step #1: Establish an effective social media strategy
A social media strategy summarizes everything you want to achieve. It serves as a planner
and a guide that lets you know whether your actions are successful or not. The
more specific your marketing strategy, the more efficient it will be, so keep it consistent.
Let’s check out how to create a social media strategy.
First things first, you should set your social media marketing goals that best depict your
company’s objectives; having clear goals enables you to track progress and return on
investment (ROI). Your goals should be definitive, measurable, reachable, compatible, and
time-bound.
The second step you should follow is to get to know your target audience, as they are the
ones with whom you are addressing and communicating. That includes getting to know
your competitors as well. Competition is a big part of your strategy, as it can help you
uncover industry trends.
Step #2: Build an engaging website
Let’s start from the bottom. The first thing you should focus on is your website, especially if
you have an e-commerce business. A shareable and appealing website immediately draws
your audience’s attention. If you are familiar with creating a captivating web design, you’ll
manage to keep people on your site; they’ll come, stay, discover, connect, engage, and
regularly purchase from your website.
Step #3: Create valuable content of high-quality
Content is the king of your strategy. The concept in the first place is to keep your content
coordinated with the purpose of each medium, your goals, followers, and brand identity.
You can also show other stakeholders, if possible, the variety of content they hope to see on
each social medium. Remember to stick to specific content themes, show your human side,
and engage with your audience. Maybe some testing will be needed over time to
understand the type of content that works best on different networks, so be prepared
to update your content regularly.
Step #4: Distribute & promote your content
Your content is ready so it’s time to start promoting. As we mentioned before, a content
calendar is an extremely useful tool as you have a plan that helps you publish your content
at the best times to engage with your audience and get the maximum impact.
Promoting your content also means you are available to your audience. You should be there
to reply to their questions and in general, engage with them. Make sure you are active, you
communicate and you don’t miss out on any engagement opportunities.
Step #5: Monitor & analyse your online performance (and online brand reputation)
A social media strategy is something that has its ups and downs. As you begin to carry out
your goals and keep a record of the results you should look out for social
media performance metrics, and be ready to re-assess, test, and be ready to repeat this
process. Some strategies won’t work as efficiently as you thought, but others may generate
better results than what you anticipated, that’s why it’s important to re-evaluate regularly,
as constant testing helps you understand what works best for your brand and what
doesn’t. Redefining your social media strategy in real-time is crucial.
Register Website Address
Choosing a domain name is often the first step when building a website. Read on to learn
how to register and buy a domain name.
Your domain name is the address for your website; it is what people use to find your
website, which consists of pages, images, and other files.
How to Register a Domain Name/Steps to Register Website Address
1. Find a domain name registrar.
2. Search for your domain name.
3. Finalize your domain name choice.
4. Choose a domain name suffix, such as .com or .net.
5. Purchase the domain name.
6. Add Domain ID protection.
1. Find a domain name registrar.
The non-profit Internet Corporation for Assigned Names and Numbers (ICANN) oversees
the entire system of domain names, and it allows outside companies, called domain
registrars, to sell and manage domain names. You will need to register your domain name
through a registrar.
Some of the most popular domain registrars include GoDaddy, Bluehost, and Domain.com,
although there are many more to choose from. Be sure to carefully consider pricing and
policies for each one before choosing your domain registrar, as it will be managing your
domain name.
2. Search for your domain name's availability.
Once you have found the right domain registrar for you, you'll need to search for your
domain name using the registrar's search bar. There are millions of domain names out
there, with thousands more added daily.
If you have your heart set on a domain name before doing a search, you might be
disappointed to find it is already taken. Keep an open mind and incorporate important
keywords into your domain when appropriate.
3. Finalize your domain name choice.
Once you've brainstormed several domain options, consider which ones are available and
choose the one that fits your brand best and will also be easy for users to find.
4. Choose a domain name suffix, such as .com or .net.
After settling on the domain name, consider the suffix. The most popular suffix is .com,
although .net and .org are also popular. These are considered to be top-level domains, or
the highest-level domain suffixes in the domain naming system.
There are also other varieties to consider, such as country code top-level domains. These
domain names end in a suffix that is particular to a specific country. A website in Germany
might end in .de, for example.
Finally, there is another class of domain name suffixes called "sponsored, top-level
domains," which are sponsored by a specific community related to the domain name. For
example, .gov is for the U.S. government and .Edu is for education organizations.
For most websites, .com is the best suffix for its ease of use, but if you have a specialized
website, you might consider a country code or sponsored top-level domain.
5. Purchase the domain name.
When you have settled on the domain name and a suffix, you will pay to register the domain
name with the domain registrar. This is not a one-time purchase, however. Typically, you
will pay to own the domain name for one year, after which you can renew your registration
for a fee.
6. Add domain ID protection.
When you register a domain name with ICANN, you must provide your contact information
including your name, phone number, physical address, and email address.
As soon as your domain name is registered, this contact information becomes available to
the public — unless you pay for domain privacy through your domain registrar. This domain
privacy will shield your information from view, keeping your personal information safe from
spammers or worse, identity thieves.

 Once you've got the domain name in hand, you're ready to find hosting and build
your website. Consider a free CMS, like HubSpot, to design your website, strategize
for SEO, and create a blog.

Website Hosting Services

Webhosting is generally referred to as a service of providing webspace including the hosting
of Internet sites on a webserver. There are different types of web hosting, which are
differentiated based on the scope and type of the hosted website.
Webhosting is similar to the management of land and housing. A webhost provides
webspace for a usage fee on a network such as the Internet. One of the tasks of a web host
is to make this space available and maintain it, depending on the contract form. The storage
space is located on the Servers of the web host.
Types
There are different types of webhosting, which are briefly presented here:
  Free web hosting: Some providers offer free webhosting. However, functionality and
scope of services are generally restricted or users are obliged to allow advertising on
their pages. WordPress is an example of free blogging.
 Shared webhosting: All of the webhost’s domains use the same server resources and
thus share the available webspace as well as CPU or RAM. Shared webhosting offers
Webmasters only limited options to use individual software.
 Cloud hosting: In this form of hosting, webspace can be hired in the cloud. The
advantage is high availability with a low resource utilization since the servers are set
up as clusters.
 Clustered hosting: The webspace is distributed to several servers that have been
clustered together. The advantage is very high availability and protection against
server failures. If the Cluster is an independent network, you can also refer to it as
grid hosting. Large sites that need to be available internationally in different markets
are often additionally managed via a CDN.
 Reseller hosting: Webhosting customers can offer web hosting as a service
themselves.
 Dedicated hosting: the user is provided with a separate server by the web host. The
user is responsible for the maintenance and security of the Dedicated Server.
 Virtual dedicated server: In this case, server resources are distributed to virtual
servers in such a way that a dedicated server is simulated and the user can manage it
themselves.
 Managed hosting service: Users can upload data, for example, with FTP to their
server. However, they do not have full writing rights.
 Colocation webhosting: Customers have their own server, but it is located at the
premises of another host.
In addition to the already mentioned forms of webhosting, there are special hosts who only
host images or files, for example, called file hosts.

Build Your Site

How to Build a website
1. Choose a website builder or a CMS.
2. Select a hosting plan or sign up for a website builder subscription.
3. Get a domain name.
4. Choose a theme or template for your site.
5. Customize your theme and templates.
6. Add pages to your site.
 7. Write content.
8. Fill in general settings.
9. Install extensions, plugins, or add-ons.

1. Choose a website builder.

First up, choose a website builder that fits your needs and budget. You’ll need to consider
the following:
 Cost: Your budget will be by far the most important factor when choosing a website
builder. Most require a paid subscription to include premium features such as
domain names and increased storage.
 Features: Website builders typically offer different features depending on their
target market. Shopify, for example, is specifically designed for ecommerce websites,
while WordPress.com is primarily known for blogging.
 Extensions: Check out the extensions and add-ons library for each website builder
you’re considering. If they don’t offer something you need for your site, skip that
builder.
 Themes and Templates: Some website builders provide more themes and
templates, while others provide less variety but more well-designed choices. Check
out the template library so you can see what your site could potentially look like
once it’s finished.
 Ease-of-use: All website builders are designed to be easy to use: simply sign up on
the platform and start building. But some are more intuitive than others. Play around
with different builders to find out which one you prefer.
 Support: Is the website builder’s support team known for its responsiveness? Do
some research beforehand to ensure the premium subscription will also get you
premium support.
2. Sign up for a subscription plan that meets your budgets and needs.
As we mentioned above, you won’t want to go for a free plan because those typically don’t
include enough features to launch a professional website. You’ll want to upgrade, but you’ll
need to take a close look at the features included in each tier to choose the right
subscription for you.
Consider the following questions before choosing a subscription plan:
How much storage will you need?
Do you want ads to be removed from your site?
Will you be setting up an online store?
Most website builders have a pricing page that lays out the differences between plans in an
easy-to-scan list. The best part is that you can start with the simplest subscription, then
upgrade as you require more features and functionalities.
3. Choose a short and catchy domain name.
Some website builders offer a free subdomain for your site, but you'll want to upgrade to a
paid subscription to get a custom domain.
A custom domain name is one of the easiest ways to appear more professional and
legitimate as a company. 
When choosing a domain name, pick something short and descriptive. The .com top-level
domain will work for most websites, but if you’re planning on launching an organization, you
can also consider the .org domain.
4. Pick a premade website template.
During your setup process, the website builder will take you to a template library, where
you can choose a premade layout to set up your site.
Most website builders will create a different template depending on the type of business or
brand you run. 
For instance, you can choose a template that’s specifically made for:
 Freelancers
 Bloggers
 Local Businesses
 Creatives
 Resume Websites
Every template should have essential features such as a built-in responsive setting and drag-
and-drop page editor.
5. Customize the template.
You don’t want your site to look like anyone else’s, so you’ll need to customize the template
to your liking.
On most platforms, you'll be able to change the color palette, replace the images, insert
social media icons, add personalized forms and menus, and change the size, colors, and
fonts of buttons.
6. Add pages to the site.
Next, it’s time to add pages to your site. You’ll need to create, at a minimum:
 A home page
  An about page
 A contact us page
 A services page, if you’re offering any
 A product page, if you’re selling any
 A blog page
You’ll also want to create specific service pages.
7. Write optimized content.
It’s time to write optimized content to put on all of the pages you’ve created. Get content
ideas from your competitors, and don’t forget to aim for at least 800 words per page.
Remember, however, that you can always come back later to write more content. So if you
have to write short pages at first, it’s totally fine. Set a date for when you’ll return and add
more copy.
8. Fill in general settings.
Before pushing your site live, you’ll want to fill in general settings. It’s the same list you
would run through if you were setting up your site on a CMS platform.
Here’s what you’ll want to adjust:
 Page titles
 Headings
 Meta descriptions
 Image alt-text
 Structured markup
 Page URLs (or slugs)
 Internal linking
 Mobile responsiveness
 Site speed
9. Install extensions and apps.
Last but not least, install add-ons that will increase your website’s functionality. Each
website builder typically has a library of extensions and add-ons that you can choose from

 Once your pages, content, and plugins are in place, it’s time to push your site live!

 The website builder will typically have a button you can click to launch your site
into the web. After, simply watch your organic traffic grow.
Site Design
Your website is the representation of your products or services that you offer. It’s the place
where most people will interact with you for business. It only makes sense if you come
forward, interact with your audience, and satisfy their thirst with their needs.
When it comes to web designing, it consists of a multitude of variables like layout, content,
graphic, search engine optimization, and conversion rate optimization. While web design is a
significant and essential part of your promotional efforts, many businesses forget that it’s
just one part of an overall digital marketing plan and should be consistent in look, feel and
purpose with your other marketing efforts such as PPC - Pay Per Click advertising.
Impact of Website Design on Digital Marketing Strategy
Search Engine Optimization
Search Engine Optimization (SEO) is the biggest reason for a website redesign. However,
many people think that website design elements don’t uphold all the ranking factors that
contribute to better rankings. Whenever there’s a major update from Google, and its impact
affects rankings. People tend to redesign their website.
Conversion Rate Optimization (CRO)
Web design leaves an impact on conversion. A better design can lead to better optimization
of the conversion rate. The look of the website represents how reliable your website might
be, and this relates to its authority. That’s why there are two areas that should be
considered - authority and simplicity.
User Experience (UX)
Whenever you plan to design a website and brand image, always keep users in mind. Make
sure your website is user-friendly, otherwise, you will not gain traffic.
Analytics
It’s important to ensure that your website is set up in such a way that you can effectively
collect the data you require. With the potential of Google Analytics, a website designed with
such an infrastructure can effectively record the necessary information. However, it does
require customization to your tracking and some advanced techniques to ensure you are
able to achieve the measurement you desire.
Branding
It hardly takes a few seconds to spot the bad website. Users will not tell you the technical
faults or drawbacks, but they can judge you on the basis of web design. If they get any
negative feelings about your website, it will affect your branding hopes.
This is why the website must evoke positive vibes among visitors who consider the website
as a trusted source of information that adds value to your branding initiatives.
Promote your website
How to promote a new website: Website promotion ideas
Website promotion is an umbrella term used to describe the strategies, actions and
techniques used to drive traffic and attention to your site.
1. Search engine optimization (SEO)
The easiest way to make sure your website stands out is to make sure it appears as high as
possible on the search engine results pages.
SEO is the process of increasing your visibility with search sites like Google, by optimizing
every page of content on your site with the keywords your audience is searching for. Of
course, there’s more to SEO than just keywords.  To be effective at SEO, you’ll need to learn
more about everything from link-building opportunities, to boosting domain authority. 
2. Online paid advertising
If you’re wondering how to promote a website and get results fast, then paid advertising
could be the perfect solution. The pay per click services offered by Google AdWords is a
particularly popular opportunity for those in need of speedy website promotion ideas.
PPC advertising posts your website at the top of the search engine pages, targeting specific
customers according to your pre-set parameters for keywords and location. The only
downside? PPC campaigns are often expensive, and they only continue to generate results
for as long as you’re willing to pay.
Unlike SEO and content marketing that generate attention for your brand long-term, PPC
stops working when you can no longer afford to pay for each click.
3. Guest blogging
Content creation is often a crucial part of website promotion. Offering free and valuable
content on your website, either in the form of blog posts, podcasts, or videos increases your
ability to attract new and existing customers, while enhancing your SEO potential.
Remember, when guest blogging:
 Always follow the content creation rules of the company you want to write for.
 Choose sites that appeal to your target audience.
 Be careful with the content you create – make sure it builds your reputation as a
thought leader.
4. Boost website promotion with social media
Social media is another excellent way to promote your website and increase awareness of
your brand. With social media marketing, you don’t just share advertisements or show your
customers pictures of your products; you connect with your audience on a deeper level.
5. Establish an email marketing plan
As you learn how to promote your website, another skill you’ll need to develop is ‘list
building’. This essentially means that you use marketing strategies to encourage people to
join your email list so that you can nurture them into customers.
6. Develop the right partnerships
Sometimes, the best website promotions happen when you know who to partner with to
accelerate your success. Though it is a dog-eat-dog world out there, the right
connections can instantly boost your brand reach and improve the impact of your website.
Consider:
 Collaborating with a complementary business on a launch event: For example, if
your new site is for a company that sells beautiful artisan cakes, you might consider
partnering with photographers and wedding dress boutiques on a bridal showcase.
 Engaging in digital PR: Submitting content to other sites with guest blogs is one of
the best website promotion ideas. However, you can also ask people to write stories
about your company for you. Digital PR involves reaching out to publications in your
niche with a story that would engage their audience. For instance, you might
announce your new website as part of a PR campaign.
 Speaking to influencers: Influencer marketing is one of the most popular ways to
boost website promotion these days. When you connect with influencers, you use a
person or brand’s existing reputation in a niche to enhance your reputation. The
great news? You don’t have to pay for big celebrities to get reach. Surveys show that
70% of customers are more likely to purchase products recommended by non-
celebrities.

2.3 Content Management System

A content management system is for creating, managing, and optimizing your customers’
digital experience.
More specifically, a CMS is a software application that allows users to collaborate in the
creation, editing, and production of digital content: web pages, blog posts, etc. The CMS (or
WCM—web content management system) is evolving from just helping you launch digital
content to a more robust system that is core to managing an overall digital experience
across many different channels, such as email, mobile apps, social media, web sites, and
more.
Any basic solution for web content management helps you upload or write content, format
it, add headlines and images, and do a number of backstage things like SEO. But in a multi-
device, user-centric world, that’s not enough. Digital marketing has evolved, focusing more
deeply on customer experience while incorporating mobile apps, the Internet of Things, and
more. All that depends on a web content management system that separates content
management from content presentation.
The terms “content management system” and “web content management” system (WCM
or WCMS) is often used interchangeably, and there’s no clear industry definition that lets
you tell one from the other.
CMS tends to imply the creation, editing, and management of content, while WCM implies
all that, plus management of your websites themselves. But whether a vendor prefers one
term or the other doesn’t tell you what you need to know, so you’ve got to look under the
hood to see what’s really being offered.

Contents of a Website
Web content refers to the textual, aural, or visual content published on a website. Content
means any creative element, for example, text, applications, images, archived e-mail
messages, data, e-services, audio and video files, and so on.
Web content is the key behind traffic generation to websites. Creating engaging content and
organizing it into various categories for easy navigation is most important for a successful
website. Also, it is important to optimize the web content for search engines so that it
responds to the keywords used for searching.
There are two basic kinds of web content:
Text: Text is simple. It is added on the webpage as text blocks or within images. The best
written content is unique textual web content that is free from plagiarism. Web content
added as text can also include good internal links that help readers gain access to more
information.
Multimedia: Another kind of web content is multimedia. Simply put, multimedia refers to
any content which is not text; some examples include:
 Animations: Animations can be added with the help of Flash, Ajax, GIF images as
well as other animation tools.
 Images: Images are considered the most popular option to incorporate multimedia
to websites. Clip art, photos, or even drawings can be created by means of a scanner
or a graphics editor. It is recommended to optimize the images so that the users can
download them quickly.
 Audio: Different types of audio files can be added as part of the web content so as to
increase the desirability of the website.
 Video: It is the most popular multimedia contents; however, when adding video
files, the publishers should make sure that they efficiently on various browsers.
Web content management (WCM) is essential to run a website successfully. To manage web
content, publishers should organize content in line with the requirements of the audience.
This includes usage of common content, terminology, and positioning; consistent
navigation; link management; and finally metadata application. There are a wide range of
WCM tools available for effectively handling web content.

2.4 Good Practices in Website Content Creation

With the right content, businesses can generate interest among prospective customers and
attract leads to their websites. However, given ever-changing search engine algorithms, the
owned media that lives on your site needs to be of high quality to rank near the top of
search results and drive traffic.
In essence, the more online audiences organically engage with your content, the more
Google and others will prioritize it, which helps more online searchers find it. 
Good practices in website content creation
1. Understand your audience
2. Align content with keyword research
3. Find a unique angle
4. Write for accessibility
5. Automate tasks
6. Implement quality standards
7. Write with SEO in mind
8. Keep a content inventor

1.Audience Focus
Don't Try to Craft Content for All Audiences
Understanding what content resonates with your specific audience is critical to success. You
don't need everyone to read your content, just the audiences that matter to you. By
precisely crafting content that speaks to these audiences, you better break through the
noise and avoid costly promotion efforts that falsely inflate impressions and click-throughs.
Always Know Your Audience
The first rule of content is to always know your audience. Are they looking for information
or inspiration? Explanation or vision? Once you know what they want, demonstrate how
you fulfill that need efficiently and effectively. Simplicity in communicating that is crucial to
satisfy the audience’s desire for clear answers. 

2.Clarity and Conciseness

Have a clear purpose
Your content creation depends on what you want to get out of it and how you’ll accomplish
it. That’s why it’s so important to know your content purpose. The best way to approach this
is to have a content strategy. Without one, you’ll be disorganized, and it will show in your
content in one way or another.
You don’t want to create content just for the sake of having it. You always want to have a
reason for why you’re creating it. A strategy with a description of your creation purpose is
necessary to keep track of why and how you’re creating content.
Keep it Simple/Concise
 Simple, informal language and easy-to-use navigational cues are best, even when your
desired demographic is educated and professional.. The goal is to make sure your readers
can read content quickly—the more simple, engaging words they can read and navigate
through in that 10-second window, the more opportunity you have to keep them browsing
your web pages further.

3.Key Words
What are keywords?
A keyword, or a focus keyword as some call it, is a word that describes the content on your
page or post best. It’s the search term that you want to rank for with a certain page. So
when people search for that keyword or phrase in Google or other search engines, they
should find that page on your website. Where to add your keyword As well as distributing
your key phrase throughout your text, there are some other places that you should also add
your keyword. Remember, always add keywords in moderation and put readability first!
Without a keyword strategy to help guide and focus your content, you either create the
wrong content or get frustrated because you aren’t getting the results you want. Keywords
help you organize and plan your content creation strategy.
How to Find Keywords for Content?
1. Google Queries – Auto Suggest
 Type in some common phrases or questions into a Google search.
 Pay attention to the suggestions Google presents as you type – record these
suggestions or research these phrases for your purposes – important enough or
common enough for Google to suggest them. Example: typing Kitchen Remodeler St
Louis Google auto suggested Kitchen Remodel Contractors St Louis.
 Begin typing in some of the suggested phrases you found and see what other
phrases Google suggest.
 Repeat this process until you get a robust set of keyword phrases.
2. Google Searches Related To
 Once you’ve typed in a search phrase and get the search results page back on
Google, scroll to the bottom of the page to see what Google shows at “Searches
related to” the search phrase you typed in.
 Document appropriate related search phrases and type them in to see what Google
Auto suggests as well as to see other Searches related to
  Repeat this process until you get a robust set of keyword phrases
3. Add a Location to Your Search Phrases
 The keywords from the above provide a great start but if you provide products or
services in a specific location then you need to focus on local Search Engine
Optimization (SEO) keywords. These are typically products or services followed by a
location. For example: Kitchen Remodeler St. Louis. You need to focus your
keywords on providing services or products in the locations that are important for
your business.
4. Advanced Tip – Google Keyword Planner
 Take the keywords you’ve developed from the Google Auto Suggest and the Google
Searches related to and use those phrases as seed keyword phrases in the Google
Keyword Planner tool to get many more keyword ideas.

4.Branding
Branding is the process of giving a meaning to specific organization, company, products or
services by creating and shaping a brand in consumers' minds. ... The objective is to attract
and retain loyal customers and other stakeholders by delivering a product that is always
aligned with what the brand promises.

5.Quality of Images and Videos

when it comes to promoting your business, high-quality photos and videos should be the
only form of quality when it comes to your company’s social media presence. 
Educational or resourceful videos that are professionally shot and edited not only do
wonders for boosting your company’s credibility but also help drum up engagement across
social media platforms. 
In the end, there are a variety of ways high-quality photos and videos can improve your
social media strategy, boost your online presence, and generate more active leads. 
How to create improve quality of images and videos?
Take advantage of free tools and resources
It’s almost always best to hire a photographer or graphic designer to create custom content
for your brand.But if your budget is tight, or you’re in need of a few extra tools, there are
countless resources available.
Understand image copyright
Sourcing images isn’t always easy—especially when it comes to understanding copyright.
But it’s important, especially since there are serious consequences for misuse.Read all the
fine print when using stock photos, templates, and illustrations. If anything is unclear,
inquire with the image owner or site for more detail.
Size images to spec
One of the biggest crimes you can commit when sharing visuals on social media is using the
wrong size.Images with the wrong aspect ratio or low resolutions can be stretched, cropped,
and crunched out of proportion—all of which reflects poorly on your brand.
Be tasteful with text
Whether you plan to create quote images, stylized typography, or use text overlays, less is
always more when it comes to word count.Text in visuals should always be bold, legible,
straightforward, and concise. Make sure there’s enough contrast between the text and
background so that it’s readable. 
Add your logo, where appropriate
If you plan your visuals to be shared, it may be a good idea to include a logo.
Pinterest is a perfect example. Anything pinned has the potential of being repinned, and
without a logo, it can be easy to forget where it came from. Plus, according to Pinterest, pins
with subtle branding tend to perform better than those without.
Add a little animation
With upward of 95 million posts shared on Instagram every day, a little animation can go a
long way to helping your content stand out.
GIFs and videos are a great way to add movement and narrative to your visuals. They can
range from high-production IGTV films, to subtle photo animations, a.k.a cinemagraphs.
Be creative

Update your website

1. Ensure that everything is still working and up to date
The first thing you’ll want to do is make sure everything on your site, both big and small, is
still working properly. This means conducting a thorough audit of your site – going through
each page if possible – and checking for issues such as:
 Plugins or themes that need to be updated.
 Missing and/or poor-quality images.
 Incorrect and/or outdated user information.
 Broken links (you can address this using a plugin).
 Broken features and/or plugins.
 Formatting and/or style issues.
 Missing and/or out-of-date content.
2. Perform A/B testing
After ensuring that everything is up-to-date, you should determine whether your site is as
effective as it could be. A/B testing is one of the best ways to do this. In simple terms, the
technique involves creating two versions of something and testing them against one
another.
3. Solicit feedback from your target audience
Along with performing your own testing, you’ll want to find out what your existing audience
thinks of your site. When you’ve spent a lot of time working behind the scenes, you can
forget what it feels like on the other side. Therefore, it’s a good idea to solicit direct
feedback from your regular visitors to help you update your website.
4. Conduct research on your competition
It’s easy to spend so much effort on your own site that you lose track of what your
competitors are doing. The new year is a smart time to make sure you’re still competitive in
your field or niche and see what similar sites have been up to.
Fortunately, there are dedicated tools that can help you conduct this research. Most are
focused on helping you compare your site to others via specific metrics.
5. Check your own analytics
Beyond checking up on your competitors, it also pays to consider data that’s a little closer to
home.
If you’re already tracking your site with analytics, dig into them to figure out things like:
 Which pages on your site are the most popular
 Whether any of your pages have abnormally high bounce rates
 Which pages generate the most engagement
6.Update your keywords
Keywords are a vital part of any website’s strategy. The right ones help you rank higher in
search engines, which means your site will be more visible.
Even if you conducted plenty of keyword research when you first built your site, search
volumes can always change. This means it’s possible that the keywords you’re using are no
longer bringing in your target audience effectively.
7. Create new (or update existing) content
Finally, a highly beneficial way to update your website is to create brand new content. Even
if your site is fairly static, it’s smart to add engaging, high-quality content whenever possible.
This can provide a boost to your search rankings and keep readers coming back for more.
2.5 Website Promotion Methods
1. Search engine optimization
2. Guest blogging
3. Content marketing
4. social media
5. Email marketing
6. Google My Business
7. Quora
8. Online communities and aggregators
9. Pay-per-click advertising
10. Giveaways