Advertising the organisation's website address in traditional media can be a very effective method of promoting the site.   A website can be advertised as part of an advertising campaign or simply on its own, using:

• magazines
• newsletters
• posters
• billboards
• newspapers
• television
• radio programs
• books.  

What to do

Ensure that the website's domain name appears, or is mentioned, whenever you have interaction with clients or customers. This means making sure the website address - eg www.freshfruitmart.com.au - appears on:

• letterheads, invoices, receipts and envelopes
• emails
• business cards
• packaging, wrappers
• uniforms
• signage on buildings, windows, vehicles
• recorded messages on staff mobiles and the office switchboard number.

Other promotional methods you might consider include:

• issuing press releases about virtual events, additional features on the website or reaching milestones
• entering Internet awards
• inviting reviewers to review the site and write it up in magazines and newspapers.

Ensure that you have established performance measures for the advertising dollar you spend. Establish from the beginning whether it is increased traffic through the site (not just to the home page), increased downloading of documents and/or greater online sales you want to achieve. As with any form of advertising, the expense needs to be justified. Simply increasing traffic to your website may not, in itself, reap sufficient benefits to justify the cost.