Here is the third important step in making your website work hard for your business - keeping in regular contact to draw them back to your site.

As mentioned, your prospects might not take the desired action on your site immediately, but if you have collected their details for your database, you can engage in regular communication with them.

This will help to keep your brand top of mind and encourage them to come back to you or your site again. Also, regular communication will help you to build a relationship and rapport with them, which may make them more likely to take action.

A simple and cost-effective method of connecting with your prospects and clients is email marketing. Email marketing is simply sending messages to your database of contacts via email. Some useful email marketing strategies that you can use to draw your prospects back to your site include:

• Newsletters - a collection of interesting news and articles that you send to your database on a regular basis. Newsletters can include content such as company news, product updates, ‘how to’ guides and general interest stories and are great for building brand loyalty.
• Special offers - after they have visited your site once, a simple, effective offer, such as a free consultation or ‘buy one, get one free’, may be all they need to take an action.
• ecards - an ecard is an animated personalised message sent to a contact on different occasions to make them feel special. You can send general ecards, such as Christmas and New Year, and you can even send birthday ecards if you have their date of birth.
• ebooks -  as mentioned, ebooks are a great tool for businesses. Anyone can write and ebook on any topic, so why not write one on a topic that you are knowledgeable about and send it out to your database. This will position you as the expert and draw your prospects back to your site.

Now you have an understanding of the three levels of a website, it is important that you apply this knowledge to your own website. If you implement the strategies mentioned in this blog to draw traffic to your site, get your visitors to take an action and engage in regular communication with your prospects, you will find that your website will be more effective and your business will greatly benefit from it.