Today’s affluent households spend almost twice the amount of time online than watching tv. Once these potential prospects get to your site, how do you make them stick? How do you get them to stay longer, learn more about them and begin the first steps to building a realtionship? 

Having analytic capability on your site is key. Having video, virtual tours, e-news and articles can boost staying time, but being able to track movements, downloads and referring sites give you valuable insight to what your market is interested in and what they aren’t. However, there is a fine line between asking visitors for information or requiring information to get the most basic in information on you or your community.

A frustrated visitor is not a good way to get them to make the next step of making contact. We have actually seen cases where communities have lost as much as 50% of their online inquiries when initiating soft surveys and questionnaires in conjunction with mandating email and phone info to get access to certain sections of their website.

Stay tuned - the next blog in my ‘Online Marketing Series’ is on Increase web traffic…going beyond pay-for-placement.