You have to do several things if you wish to get people to be interested in what you have to sell on your website: You have to get people to your website. - You must try to help them to buy your product.

This may not be how you're thinking of it. You may think that people will come to your site because they want to buy your product. All you have to do, you figure, is to have the product there, with a shopping basket, and then people will flock to your website and load up the basket. Probably not.

If you have a product that has a huge competition like for instance clothing, food etc. then people will know where they can buy it. If you have a product that only you sell, then chances are many people simply don't know the product exists, so they won't be looking for you. Either way, you have to offer something valuable at your site so that your customers will come to you. And then you have to help those visitors to buy your product. Some of them are determined to buy it, and don't need much beyond a well-organized site that allows them to buy it. Some don't want the item, and are at your site for some other purpose. The largest number may want your product. They might not have decided yet, or they might not have thought about it. You have to make it easy for them to make that decision, and easy for them to follow through on that decision.

Get People to Your Site Let's say that you sell videos of football matches. It's possible that I might have gotten up this morning thinking, "I must be sure to find a place online to buy a DVD of that football match." If you've identified and used your keywords correctly - and if you don't have much competition -- your website will be there in the search engine results when I look for you. But I probably didn't plan to look for you when I switched on my computer. More likely, I got onto the internet with the idea of looking up some sports scores, or because I always like to see what's new in DVDs, or just because things were slow at the office. Most of your visitors won't come looking for your product. Most of them will come to your website because you have something there provides one of two things: - Information - Entertainment

Maybe your website includes both. That's better yet.

So, if I'm not looking to buy a DVD of a football match, how did I get to your website? - A mate of mine told me about it, so I thought I'd have a look. - I looked up "classic football matches" at Google.co.uk or Exalead. - Someone may have linked to your website at Twitter - to a clip from one of your DVDs, of course.

If I like your website, if I find it useful or entertaining, I'll come back. I'll get the idea of buying your DVDs, I'll get to know and like you, and eventually I'll buy something from you. How can you make sure that your website has something useful and fun?

The key is: think about your customer.

Don't think about your product, or the sale, or how much you have invested in inventory and how much you need those orders. These things are not fun and useful for your customers. Instead, think about your customer. If your customers are interested in football, then think about what they'd like to know about it. It is possible that your are interested in football yourself. Here are some things you might like to think about or learn about: - Interesting things about your favorite players. - Great stories about your team. - Latest news about football worldwide.

If you're selling tea, you might find that your customers are interested in a completely different set of things: - The trendiest varieties of tea and chai. - Recipes for biscuits and savouries. - The best way to brew a perfect pot of tea.

Your list will probably not include these things: - How long your company has been in business. - Your mission statement. - The educational background of your CEO.

But your customers probably are interested in things like your new products and what's on special. Just remember who you're writing for. When you write interesting content for your website, you'll get some benefits. More people will visit, certainly, and they'll stay at your site longer and come back more often. But more than that, you'll find that you're on the top of search engines results pages for lots of search terms you never even thought about. People will find you by typing in "How to make a good cup of tea" or "Manchester United fans the most loyal?" or "shortbread recipes." Not only will this bring you more traffic, but it will also show the search engines that you are a useful website. As they offer your page to people looking for many different things, their trust in you will rise. Google actually has a measurement for this: PageRank. Sites with higher PageRank are always offered before sites with lower Page Rank which cover the same subject. Your PageRank can easily increase by 2 or 3 points after you add worthwhile content to your website. Then, when I type in "buy classic football DVDs," your site will be higher on the rankings. I'll be more likely to see it. More people like me will come to your website. And your sales will increase.

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