Phase I focuses on organizing and optimizing your site to gain the maximum benefit from search engines and also on gathering contact information from visitors to your site. These techniques position your web site and content and then depend on search engines to give your web site desirable exposure.

Phase II builds on that foundation but employs techniques to actively drive traffic to your web site.

There are two main pieces to Phase II. The first is the use of premium paid listings, such as pay-per-click bids. Premium paid listings are still the best way to drive quality traffic to a web site while achieving excellent ROI. There are certainly a number of pitfalls when implementing such a campaign but a careful strategy can yield outstanding results.

The second part of Phase II is follow up marketing to those who have already visited your web site. This is where some of the work from Phase I really begins to pay off. Visitors to your web site may not be ready to make a purchase when they are at your web site. But by collecting contact information, you have a source of warm leads that you can continue to market to so that when they reach a purchase point, you’ve already convinced them that you are the one company that they want to do business with.

Once Phase II is complete, we are ready for Phase III. In Phase III, we “widen the highway” to provide additional levels of traffic to your web site.