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Think about what makes you return to certain web sites on a regular basis. It's probably the new and compelling content -- on topics you truly care about -- that greets you every time you drop in. That content might be in the form of fresh blog posts, new video footage of your favorite sports teams or insider news that pertains to your industry. These things can all be considered "sticky."

To make your own Web site's content stickier:

• Learn from your site's most popular pages. Consult your Web site's traffic measurements to find out which pages visitors are returning to. Develop additional pages that provide content that is similar in topic and tone to the popular pages.

• Add personality to your Web site's blog. Let your bloggers express an occasional controversial opinion. Encourage them to provide amusing (but not offensive) anecdotes related to your industry. When a blogger displays his or her human side, readers come back for more.

• Periodically post discount offers for products or services that are available exclusively from your Web site or related sites. Announce the deals on your home page and provide a link to the discount page.

• Look for ways to make your site interactive. Ask visitors to comment on your blog posts. Online forums also draw repeat visitors, but chances are that many forum visitors won't venture beyond the forum pages without a little help from you. To lure them to other pages, make sure that your forum pages include links to information and special offers that are available elsewhere on your site.

• Offer the latest fact sheets, glossaries, tutorials and other educational material related to your company and industry. When you have new documents to share, put a teaser on your home page that includes a link to the new content.

• Become a news source for industry trends. Stay up to date on the latest industry and market trends that are reported by research firms that follow your field and related industries. Once a week, write a summary of the trends. Post the summary on your home page or provide a prominent link to it.

• Post surveys. Find out what your visitors think about matters that relate to your industry. Allow the respondents to stay anonymous. Post the survey results on your site and invite visitors to comment on them.

• Provide a calendar of events that includes trade shows, webinars and other events that would appeal to your target markets.

Let me know if you have any comments, questions, or suggestions.
Write David W. Weatherholt at david@bnewsviews.com

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