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If you want a successful website, you need to provide interesting content to attract visitors. This can vary greatly according to the type of website, but it should be useful, interesting, and - ultimately - encourage repeat visits from the user.

If you have an online ecommerce site (a shop), your content is your catalogue of products: so you need a wide or unique range of products, low prices or great service to compete with the other online shops. Some shops add in information and other content, such as reviews of products (see Amazon.com) or discussion forums.

If you have an information-only based site, you might attract visitors because of your lively discussion group, up-to-date news (trade or product news rather than world news) or tips and tricks that visitors won’t find on other sites. In short, the aim of building a content-rich website is to convince your visitors that your site is packed with useful information and is worth visiting on a regular basis.

To encourage repeat visits from net-browsers, you’ll need to involve them in as many ways as possible. Create an environment that is dynamic and relevant – it will take time and effort to set up and manage, but the access figures should start to reflect the increased number of visitors and provide better exposure for your site. Best of all, these repeat visitors are not just passing surfers but are regular visitors who have built up a trust in your company and the service you offer.

There are three types of content that you can provide to visitors, based on the fundamental three ‘C’s that were discussed at the start of this book (referring to commerce, content, and community).
  • First is commerce: if you have a web-based online shop, you are providing a reason for visitors to come and visit your site. If your shop is the same as all the others, there’s little reason to stay and visitors might migrate to a better-known established shop. However, if you offer low prices, a unique range of products or great backup and support, then passing browsers might stop and shop.
  • The second attraction is pure content: this means information that you provide for the benefit of the visitors. For example, you might include the latest news headlines, weather reports, a dictionary, games, or reference guides to making the most of a product.
  • Third is community: you provide a set of features on your site that lets the visitors create their own community and generate interesting content. If you set up a discussion group, you might attract visitors that want to read the latest messages – but if the chat is slow and dull, you might frighten off more users than you attract.
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# Article Title Author Hits
1 General content Administrator 318
2 Licensing content Administrator 298
3 Sticky sites Administrator 285
4 Multilingual considerations Administrator 301
5 Discussion groups and blogs Administrator 328
6 Link directories Administrator 320
7 Databases Administrator 301
8 Newsletters Administrator 293
9 Maps Administrator 320
10 Chat server Administrator 342
 
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