Selling or buying a property or business?

A great way to improve your link popularity which is directly related to your search engine ranking, is to take advantage of our FREE classified advertisement offer. We have "classifieds" on our four town websites ( - - - and they receive an enormous amount of visitors and are extremely well ranked in the top search engines - if you're not there you're missing out !! All you have to do is forward us 25 words about your business - a breeze surely !! Your classified advertisement will be linked to your website and can also have an email link on it if requested.

Are you giving your website the credit it deserves (Part 2)
(Click Here for Part 1)

Part 1 on how to justify your Web efforts offered ways to calculate the direct value of your Web site. But direct value measurements like sales, lead generation, and customer service efficiencies, are only part of the story. Time now to focus on the indirect value a site can add and how to claim credit where credit's due.

Granted, charting indirect value means focusing on visitor behaviours that are harder to track, value and quantify. Many site owners don't even try. They often say, "Oh, we don't sell products on our site, so we can't really come up with a dollar value for our website." Or they do sell online, but only take credit for the direct revenue dollars they generate, not taking into account the influence they likely had on purchases made via other channels.

They're short-changing themselves. If direct value is the only valid value, what's the point of all those glossy car sites? They don't sell cars, they only display them. doesn't sell cake mix. doesn't sell nappies, but it does generate high value in the business-to-consumer (B2C) world. Even when you're not selling or capturing leads online you can still quantify your site's indirect value. Here are three ways to start:

Referrals. Many organisations use their sites to steer referrals to stockists or resellers who will handle the ultimate transaction. (That is actually what all those car sites are up to.) Are you getting credit? Site managers often tell me, "Our site is there to educate potential customers about our products and answer any questions." On further examination, the site's real role is to propel people to partner sites.

Track this action through redirects, count handoffs to stockists/resellers sites, then work with those partners to learn what percentage of those leads end up buying. That's revenue driven by your site.

Offline sales. People regularly use websites to research products or services, whether they buy them online or not. (Many businesses that conduct a very low percentage of sales online gain a large percent of new customers who conduct online research before making a purchase) A persuasive website obviously helps your business well beyond the "web". Your job is to find out how much. Ways to track your site's true influence:

Dedicated email. Perhaps you promote email contact in numerous channels, including stationery and advertising. The address you provide on your website shouldn't appear anywhere else, so that you can separate website leads from the others.

Dedicated phone number. Same tactic. Consider offering a special toll-free number on your site. That, too, breaks out website leads. Businesses are often surprised at how many phone leads really originated online.

Web-only offer codes or coupons. Give customers an exclusive, nominal premium offer and see how often it's redeemed in other channels.

Customer satisfaction. A good website can help improve overall satisfaction with your organisation. A bad one can throw satisfaction scores into a nosedive. If you regularly conduct customer satisfaction surveys after the sale, add a couple of website specific queries. Consider running surveys or questionnaires on the site itself, although the data won't be as accurate with self-selected respondents.

Combined with the direct-value metrics offered in Part 1, these simple tactics should help you to add up the real, total value of your website.

Website statistics cost just $5.00 + GST per month and offer an extensive range of valuable information about your website's performance, who is visiting, what countries do your visitors come from, what pages are most popular, what sites are referring to yours etc. etc. No other form of advertising offers this type of insight into your potential customers/clients. Are you paying for links to your website from other sites, if so your stats can show you exactly how many visitors are coming from those sites. Contact us to arrange to start receiving statistics now!

Leanne Taylor
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Award Winning Website Design, Hosting & Maintenance
Phone/Fax (09) 817 9656 ~ Mobile (0274) 701990

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