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Three Key Tactics to Ensure ROI for Your Website

by Michael Westafer  |  
April 20, 2010

Location! Location! Location!

To real estate professionals, those three words represent the most important factors for determining the desirability of a property and the success of a business.

Successful business owners understand the value of location, and they will go to great lengths to find the right storefront. They will analyze demographics, map competitors, consider parking access and exterior lighting, ensure adequate transportation routes, and check a multitude of other factors before renting or buying a piece of commercial real estate.

Unfortunately, many business owners do not have the same discipline in building a website. Instead, many companies slap a few Web pages together and expect business to start flowing.

You wouldn't build your business in the middle of the woods and expect business to flow, right? So unless you're a lumberjack, it will take a lot more than a website to generate new leads and sales for your business.

For your website to deliver a return on investment, you need an integrated Internet-marketing strategy designed to attract visitors, convert them into leads or sales, and nurture and retain those new leads and customers.

That means quality tactics are essential, including email marketing, paid advertising, landing pages, microsites, search-engine optimization (SEO), and social media.

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Michael Westafer is CEO of Roger West Creative & Code (, a Web-design and online-marketing agency. Reach him via

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  • by Ray Guard Fri Apr 1, 2011 via web

    We all need to fine tune our approach to how we are seen on the net. Websites age mercilessly and the only way to keep the site current is to stay alert, watch trends, share experiences and learn. I will continue to be receptive to good ideas, great teachers and common sense. Thanks for the "heads up" ideas.

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