Make sure your domain name is meaningful and easy to remember. Though
shorter is better, tortured contractions don't work. Stay away from made-up
words that no one can remember, like "inphiselaksmojts."
Don't hesitate to have multiple domain names pointing to your site --
perhaps even using principals' names as domain names -- if you think that
might help your customers find you (again and again).
Publicize your domain name -- on your stationery, business cards, ads,
yellow page listings -- and wherever your agency name appears.
Make certain your Web pages contain Keyword and Description meta tag information
so indexing spiders that roam the Web can properly categorize your site.
Register your site with the top 10 or 15 search engines. They're not likely
to find you unless told where to look. Re-register if you disappear. Some
search engines drop sites after a period of time.
Consider paying for a special listing within a portal categorization scheme
-- so that prospects can find you through a hierarchical menu rather than
depending on unpredictable searches. Yahoo charges a fee for the service
($199). Or consider paying for expanded on-line Yellow Page listings that
at the least show your Web address. SuperPages (Lycos, Excite, and some
others) wants at least $5/month, MSN $10, and Yahoo! $15.
Find your agency through your company agent locator service on their Web
site. Are you there? Do they show your Web address?
Find your agency through your local community and/or Chamber of Commerce
site. Is the listing correct? Useful? Does it show your Web address?
Consider reciprocal links with appropriate local (regional or national)
businesses and professional services Ð attorneys, accountants, realtors,
auto dealers, and so on.
At least monthly, try to find your agency site in all the ways a customer
or prospect might. Can you find it? What can you improve?
