Active vs. Passive Business Sites
So you’ve got a company, and you’ve got a website. Unless you’re a web-based company you probably hope that people will find your site either by advertising or search engines directing them to your site and that the site visit will lead to business for your company. This describes the standard passive web site. It sits there and waits for someone to visit it, hoping to help in the process if it can.
An active site offers something to visitors. It doesn’t stay the same all the time and is updated to encourage regular visits. It supplies information that may be helpful to visitors. These updates don’t have to be drastic or even design changes. Blogging, social media integration, photo galleries of projects that your company is involved in, or even links to stories from your industry create change and can help drive users back to your site for return visits.
Updating your site (if you even have the ability) in simple ways to provide tools, information or updates to your current or potential clients is a great way to turn your web site from a passive tool in your marketing, into an active one. Having a site that is a destination as opposed to a stop-through can give your business a leg up in becoming the expert that your clients are looking for and the name that they will remember.
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