Having a website is just the first step in bringing your business into the internet landscape. A website is an ongoing initiative that can help increase lead generation, customers and brand exposure, which will bring success to your business if done properly.

A website is the best place for you to showcase what your business can do, what is currently happening in present day and what new things are coming your way. You can also present case studies and client testimonials to show your business credibility and value.

As a business in the franchise sector, a website is a great way to interact with your clients, attract potential customers and even prospective franchisees.

Here is a list of a few clever online strategies that can be used to further benefit your business.

Mix up your website content

The founding purpose of a business website is to find ways to attract current and new customers from your target market. The best way for your visitors to find you online is through the websites content. You also want to keep these visitors on your site for as long as possible. The more engaged your visitors are, the more likely they will make a purchase or an enquiry.

Here are four key points to make an engaging website:

• An attractive website design that reflects your brand, product and services
• A strong order of pages that are simple and easy to navigate through
• Your information has to be interesting, relevant and helpful towards your visitors and potential customers
• Mix up your content! Utilise the different mediums online has to offer including video, image galleries, interactive maps and social media. Give your visitors a reason to explore your website

Know your SEO

Most of your visitors would have found your website through the use of a search engine, such as Google, Bing or Yahoo. No matter how clever or beautiful your website is, there is no point if your customers cannot find you.

Knowing your SEO (search engine optimisation) is all about making sure search engines are able to find you and place your website within the first page of search results. Search engines work by crawling through the web using complex algorithms that have been designed to identify keywords entered by the searcher and then match them with the most relevant information.

These complex algorithms use a variety of factors to find and locate the information that best match the searchers keywords. The information found by the search engine can include images, videos, directory listings, online maps, as well as text.

Incorporate a variety of content on your website to not only enhance your visitors online experience but also to achieve as many search engine result hits as possible. Search engines are more attracted to websites with varied content, which will more likely land your business on the first page.

Socialise – get networking!

According to the latest statistics the average Facebook user has 130 friends, each of which also has 130 friends. Social media sites help create a network of likeminded people with similar passions and interests. If your business catches the eye of a social network user, they might make a post about it on their page, blog or site, which can then be potentially viewed by thousands of people.

The best way to get social network users talking about your business is to be part of a landscape. Take the initiative and sign up to social media sites, build a blog or create a social network page and make your online presence known. Through these pages you can build your own network by establishing friendships with those in your industry, online publications and as well as online directories such as FranchiseBusiness.com.au.

Social networks also serve as another channel of interaction with your visitors, clients and potential customers. You might even be able to start a conversation with a prospective franchisee. The more posts, links and chatter your business can create, or be part of, will boost SEO searches and rankings and also provide more mixed content on your website.

The key to a clever website strategy is making an engaging website with your audience. Make sure your business website keeps your visitors interested, give them a reason to make return visits and always make sure your web presence is constantly evolving and never static.