How to Promote Your Web Site for Free

Although a large percentage of traffic can come from your search engine listings, there are many other means of promotion available online. Consider banners and banner exchange programs, for example. These major categories of promotional tools are available in both free and paid categories.

A simple rule of thumb with any banner program is that it takes a good banner to get the traffic. If a banner doesn't catch the viewer's attention within three seconds, it never will. Now if you happen to be a professional graphic designer and/or a professional copy writer, you have nothing to fear. But if you can't draw a straight line correctly, you're going to need some help.

There are many affordable designers out there who can create inexpensive, high quality banners for your promotional campaigns. Research your designer carefully before spending any money--ask for references, look at samples, and make sure they understand what you want before signing up with them. Now that you have a banner, don't forget that, sadly, online banners have a very short life. Many won't make it past two or three months before losing their drawing power. This means you're going to get to know that banner designer quite well, since you'll be seeking a new design every few months.

Different types of products demand different types of banners. If you are marketing a product for impulse buyers, then you want a flashier, more eye-catching image. If your product is one that requires a more deliberate buying decision, you would probably prefer a design that speaks to such a group. Consider your product and your market demographics carefully before you design or accept a banner.

Free banner exchange programs have their place on the web; they're set up on the "You scratch my back and I'll scratch yours" premise. The problem with this premise is that many free banner exchanges don't have a 1-for-1 ratio; more often like a 3-to-1 or more. This isn't bad if your site already receives high traffic volume, but what if you're trying to boost your low traffic site? There is also the loss of control issue to consider: who decides what type of banners should be on your site? Also, free banner exchange programs mean giving up valuable "real estate" on your web page to advertise other peoples companies.

There are alternatives to the free exchange system offered by many of the banner exchange programs. For a given price you get to run your banners on other web sites, but not have to display their banners on yours. This option eliminates both the ratio and control issues presented by the free exchange programs.

Regardless of the type of banner exchange program you participate in, you want to be sure that the statistics related to you banner are available to you. Try to find an exchange program that makes the statistics available on-line; this lets you keep your finger on the pulse of your banner program. You should be able to track trends, see quickly which types of banners are working and detect when your banner may be starting to falter. If you don't care to know all the ins and outs of the program, a monthly report may be enough. No matter what, you still need some statistics with which to measure the success of your banner program.

Banner exchanges can be a wonderful way to get the word out about your web business. Just remember that the exchange program is a tool, not a money-making scheme. Do not expect to sign up with a banner exchange program, sit back and watch the traffic/money roll in. With some research, a well-placed banner should help you get that extra traffic you've been seeking.