When constructing your web promotion plans, step back a bit and look at the wider issues of web engagement.
How's your usability?
Does the website have a contemporary look & feel that promotes the brand?
Do you have a steady cycle of interesting and thought-provoking content from across your service areas over and above the procedural or instructional?
Do you signpost (billboard!) new or topical content on the homepage to attract / distract attention?
How's your presentation?
Do you present even the most obscure topic as compelling?
Do you make best use of eCRM and digital comminications tools to profile all your customer groups and proactively invite them to the website when there is new and relevant content?
There is always something that can be tinkered with to make the website better or more contemporary, there should be a never-ending supply of good quality content from across the service areas (which you should manage / demand) and the cycle of proactive digital communications continues to bring people to the website instead of sitting back and waiting for them to come.
And if usability, presentation and content are all fine, then skip to the sharp end which is the task of building the proactive digital comms programme.
Keeping all these balls up in the air does require a whole host of skill but the result will be improvement in quantity of visitors and quality of the engagement. With these improvements, people are more likely to follow where you'd like to lead.
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