Web Apps as a Promotional Tool?

By Zach Vincent
Posted Monday, November 29, 2004

Web apps can result in a powerful boost to your site when properly applied - or a drag on your time if not. What are some ways that web apps can be useful, and why?

If you are like most web developers and designers, you are always on the lookout for great ways to bring traffic to your site and keep it flowing. Web apps can result in a powerful boost to your site when properly applied - or a drag on your time if not. What are some ways that web apps can be useful, and why?

Web apps can include a rather wide range of tools, including forums, e-postcards, or even online newsletters. The main thing that groups all these together is that they are programmed and implemented on the server, so often they are overlooked.

So how can web apps help bring traffic to my site? Basically in two ways: first by helping bring new visitors to your site, and secondly, by giving them a reason to return and keeping them longer when they do.

If you are looking for ways to achieve the first - bringing in new visitors - think about apps such as e-postcards or 'send this page to a friend' apps. Apps of this type encourage visitors to refer and expose their friends and family to your site. In other words, give satisfied visitors a quick and easy, even fun way to help spread the word about your site.

When considering ways to encourage visitors to return and spend more time on your site, a slightly different approach must be taken. Focus less on making it easy or fun for the visitor to spread the word about your site, and more on giving them what they want, making the experience enjoyable, and by supplying them with something to return to later. Consider apps such as forums, blogs, online newsletters, or those that allow the visitor to participate in some way.

What it takes to get visitors to return to a site can often be more complicated and diverse than it does to simply getting them there in the first place, and varies with the type of site - for example ecommerce versus personal. In an ecommerce site, using web apps to improve the experience and build confidence can play an important part in visitors returning. On the other hand, personal sites may have to involve the visitor more.

Of course, web apps are not all that there is to promoting your site. But in a balanced plan, one would be foolish to not consider them. The wonderful thing about the Internet is that it is still full of ideas that have not yet been done. Thus do not let the examples given here hold you back - do not be afraid to be creative and think outside the box.

About the Author
Zach Vincent (zach@eyucca.com) is the co-founder of eYucca.com, a personal ASP targeted at designers.