Drawing (return) visitors to your Web site

How SAS attracts new visitors to its Web site and keeps them coming back

When you’re in charge of a Web site there are a number of day-to-day problems—busted links, typos, design flaws—but the constant challenge is traffic. How do you not only drive new eyes to your site, but ensure those first-time visitors become repeat visitors?

One communicator at the Cary, N.C.-based SAS, a business analytics and intelligence software and services firm, draws first-time and return visitors to her company’s Web site by tirelessly working to update and improve it.

“We’re never going to get to the finish line; it’s just going to be how are we going to improve [SAS.com] more?” Kathy Joyner, online marketing manager at SAS, told Ragan.com. She is responsible for the company’s external Web site.

Joyner shared three ways SAS draws visitors to its site and four ways the company ensures those visitors return.

Welcome Web surfers: How to attract first-time visitors.