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When refreshing a corporate website, you should initially take a holistic view and divided your objectives into two; how to drive traffic to the site and what do you want that traffic to do when it gets there. When you're looking purely from an online marketing perspective, your main focus for driving traffic to the site is usually done through Search Engine Optimization (SEO) and Search Engine Advertising (mainly Google Adwords). SEO involves trying to make the search engine find your website as relevant to the selection of keywords. The more relevant you are for certain keywords, the higher you appear in the search engine rankings for those keywords. SEO techniques include keyword research and analysis, making your content keyword rich, using meta tags, using keyword rich header tags, using primary keyword URLs, avoiding duplicate content, using backlinking strategies etc. More information about any of these things can be found by searching online. Search Engine Advertising is a different ball game as you are bidding on keywords and pay every time someone clicks on it. The main challenge for this to identify which keywords you should be targeting to get the best result. If you get the wrong keywords, you could be wasting money on clicks from people who are not interested in your product or services. Pay Per Click advertising involves a lot of experimentation with different keywords and different ads to find out what works. Once you've found what works, you then need to constantly tweak it to make it work even better for you. You also need to look at how the site should be designed to drive users through the site towards certain call to actions, once traffic arrives at the site. This could be by making a sale of your product or getting enquiries for a particular service. YOu should design the structure and interface with these objectives in mind. When the user first arrives at the site, you should attempt to identify what type of prospect the user is or, in other words, what persona that user has. You can then subtlely direct that user through your site and present them with clear call to actions, which are suitable for what they are trying to achieve. You should try to put 'call to action' buttons in every reasonable place so as to capture that enquiry or sale. To really have a successful site, you need to focus on this combination of driving traffic to the site and the converting this traffic once it arrives.
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