» How to promote the website if there’s no money

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19 October 2020
How to promote the website if there’s no money

Given the level of competition and the amount of content on the network, promoting a site without advertising will be difficult. Moreover, even high-quality advertising and huge budgets do not always solve the situation.

And yet there are ways. Everything will depend on you, your area of ​activity and how convenient your site is for users.

What is important in the site

Regardless of what services or goods you sell, it’s important to understand two key points:

  1. What problem does your prospective buyer have
  2. How your item/service can solve this problem

Based on this, it will be necessary to build the content of the site.

External design. The site should be clear and convenient. This is important not only for users, but also for the search algorithms that evaluate the content of the site. The more convenient the site is in terms of navigation and content, the higher search algorithms will evaluate it. And this means – the more chances over time to rise in search results.

Getting to the home page, it is important that the user immediately understands what the website is about.

The standard blocks of sites look like: main page with some content, and at the top there is navigation with individual pages. For example, “About Us,” “Services,” “Blog,” “Contacts.” You don’t have to follow this template and sure you can come up with your own structure. The main thing is that the website is convenient for the user.

What is most often the user’s interest? A specific service/product, its cost and whether he can trust the seller. So, this information needs to be indicated in a prominent place on the website

Let’s take dont.farm for an example. The home page looks like this:

Getting to the main page, without a scroll, you can immediately get an answer to the questions:

  1. What the company does: cloud accounts Facebook, Google and Twitter
  2. For whom the offered services – affiliates

An associative series is also created: cloud accounts – clouds on the background. The navigation on the site is divided into two parts.

In the upper part there are blocks with registration and log-in, a manual for users, a blog and there is an opportunity to choose the language of the page. When you scroll the home page the users finds the price, information about the guarantees and a link to the sites with feedback. 

As a result, from the home page the user finds out what the company is doing, how much these services cost and that this is a trusted service.

Another example is the CPA network kma.biz. From its homepage the user understands which offers the network has, so the affiliate will immediately understand if this CPA network is suitable for him or he needs to look further.

Content of the site. Even if you are not planning to publish articles, you will still have texts on your website. At a minimum, you will need to draw up a description of what you are doing, services/goods offered and their cost.

The universal way is to write in a simple and understandable language without complex formulations and unnecessary epithets. There is a lot of content now and not everyone has time to read essays.

How to promote the site if there is no money

Without an advertising budget, it will be difficult to promote your site. Especially if you work in a large city and in the competitive area, for example, you are engaged in repair, beauty services or the sales of household goods.

Until you are ready to allocate online promotion amounts, you can use the following tools:

Optimize the site yourself. Site optimization itself is a long process. Even if you hire a whole staff of marketers and seo specialists, the result of their work can be seen no earlier than in a couple of months.

At the same time, while you do not have a budget for these expenses, the bulk of the work can be done on its own. In particular, assemble a semantic core.

A semantic core is a set of keywords and queries that reflect your activities as much as possible. This is how users will be able to find you on the Internet on search queries.

To assemble a semantic core, you need to analyze search queries in your activity. To check what exactly users are looking for on your topic, and most importantly — how exactly they formulate their request, you can use services from search engines: Yandex has this Wordstat, Google has Google Trends.

For example, Harry is engaged in the provision of legal services in the bankruptcy sector in London. He works only with individuals, exclusively in London and he has low prices.

Bankruptcy itself is a very broad topic. At the request of “bankruptcy,” people can look for excerpts from the law, work in this area or vice versa look for a lawyer, can look for information on bankruptcy individuals or companies. If we are talking about services, then the price and the city in which the services are provided will be important to the user. There are many options.

Therefore, for Harry it will be important to understand exactly how potential customers will look for his services on the network. Most likely the best queries will look like  “bankruptcy of individuals in London cheap” “bankruptcy lawyer of individuals in London,” “bankruptcy in London low price “,” bankruptcy firm in London”.

The more such combinations are selected, the higher the chance that potential customers will see your site in the search results. When forming a semantic core, it is important to think not how it is correctly written, but how the user can formulate his request.

When you understand what requests potential customers will use, these words or combinations of words will form the basis of the text on your site. But it is important not to overpower. Search engines closely monitor the quality and content of sites that appear in the search results. Sites that are overloaded with keywords can be perceived as uninformative and vice versa will reduce the chances to get to the top of the search results. Similarly — if there is a lot of copied content from other resources on the site.

Fill the site with high-quality unique texts. At the same time, if the site contains several sections or even a blog, it is worth choosing key queries for each page.

In addition to texts, monitor the functionality of the site: the speed of its download, the quality of external and internal links to the site.

Reviews. Although the purchase of reviews has become widespread and everyone knows about, users are still most often looking for information about the company on the network. We do not encourage you to buy feedback on the side, you can just ask customers who contact you to leave feedback on you.

Note the thematic resources that are associated with your activities. Make a selection of such sites and ask your customers to leave feedback there.

If you have an office, post information about the company in Google, Yandex, 2gis maps or in any other reference sources that are popular in your country or city. In addition to information about the address, activity and link to the site, all of the above have the opportunity to leave feedback about the company.

CPA networks. Advantages of CPA networks: you pay only if the user has completed a targeted action. For example, bought an item or issued a paid subscription to your resource. How it works, we analyzed in our article “How the traffic arbitrator earns.”

For example, Mary turned to the CPA network with a proposal to pay $2 for each user who issued a paid subscription to the site for $10. If no user comes from this network, she will not have to pay anything.

Social media. To create an account in social networks, no additional attachments are needed. You can start with the standard set: Vkontakte, Facebook and Instagram. For managing advertising campaigns on Facebook and Instagram you can get Business Manager. When an ad budget appears, you can use various ad publishing tools from the social media.

In the meantime, if there is no budget for this, it is enough simply to correctly formalize your accounts and periodically publish posts. Using an Instagram account, you can participate in thematic discussions under posts in more popular accounts and leave comments there.

At the same time comments such as “Look what I found! Check out this site” is unlikely to work. It is better to give competent comments. So users will understand that you are not just trying to advertise your company, but are competent in your specialization. As a result, curious people can go to your account on social networks, and then to the site.

Online media publications. It is important to understand here that when you contact an online publication or a popular resource with the offer “And let me have you I will tell you about my product”, this will be perceived as advertising. Which means you have to pay for it.

But if you are ready to write an article or give an interview with your expert opinion on certain services, you will act as an author. So, in this case, the media will get an article, and you will receive a mention and free advertising. More often in such cases, it is possible to agree that the signature to the article will indicate your specialization and the name of the company.