Local & Regional Websitse: Become a Local Hero!
by Kath Blackwell
Have you seen a useful portal today? Invest some of your time and money in mainstream.
All over the web, local networks of information, maps, things to do, calendars of events and other useful portals are popping up like mad. So why would you want to build one? It's simple - because what's already out there is crap. It's junk! The silly thing is that the people behind these so-called local event portals think they're on to something, and keep building more and more sites.
The most common groups seen behind these portals are media groups, like radio stations, television networks and other high-profile companies. They are using their abilities to widely promote these local Web sites on the airwaves, feeling that this will instantly make them popular to their listeners and viewers. However, popularity isn't always what it's cracked up to be, and those who do visit these sites leave with feelings of disappointment and often go off searching for something that will satisfy their search for what they had hoped to find but didn't.
One such example is a local site in my own area that is run by our local radio group and features information on things going on in the community. It is supported by radio group advertising and is therefore a slave to those sponsors in many ways. The list of most recommended restaurants, shopping facilities and area nightclubs is filled with sponsor names and information. There are no true "best spots" being recommended here, rather it's a phone-book style guide of places to go. Those who advertise are listed, those who don't - aren't. It's as simple as that.
But the people have spoken. They want a site that meets their needs, not necessarily those of the sponsors behind the site. And in the long run, those sponsors should see that a site that is popular because it is useful and helpful to the members of the community far outweighs a site that is popular simply because it is advertised on radio and television many, many times a day.
As we've learned in past articles in this series, mainstream surfers who are bookmarkers or frequent visitors to your site are often your best customers. This is quite the opposite from the traditional adult webmastering concept, where the supported theory is that you get 'em in, show 'em a banner and send 'em off to the sponsor. The faster you get them what they want, the faster you get the conversion. In mainstream, male and female surfers want a community, a place where they can belong, feel safe about making purchases, and will return to when looking for something they need. When building a site that is focused upon your own local community, you've got a prime opportunity to be all of these things and more, to the people that visit your site.
THE BASIC OUTLINE:
The first thing we need to do is decide what elements are most important in designing a local site. A community resource that lists things to do, restaurants, a shopping guide, local maps, area schools & community programs, live events that are coming to town and local attractions is just the tip of the iceberg! Think community involvement...think interactive features...and think about how much time you want to devote to this site on a daily basis.
The essential elements you should include in order to make a successful localized community site are:
- Resources (shopping, restaurants, schools, community centers)
- Events (concerts, plays, musicals, sports)
- Attractions (amusement parks, museums, sport facilities)
- News, Weather & Sports
- Maps & Guides
- Government, Chamber of Commerce and other organizations
- Community Message Board or Chat Room
- A Locals-Only Page (if you're in a tourist area)
- Personal Reviews & Recommendations of Local Establishments
- Town or Community History
- A Who's Who of Important People, Places & Events
- Photographs of Local Parks, Monuments & Important Places
- Free Stuff (desktop calendars, screen savers)
Anything else that you add to your site, in addition to what has been suggested above, will just make your site that much more valuable. But don't bite off more than you can chew - make sure you add enough dynamic features that will keep your surfers coming back for more, while making sure you will be able to keep up with it at a steady pace.
AUTOMATED FEATURES:
You want to go for easily automated areas - things that are used by the community that will make up much of your content. Here are some easy-to- use suggestions that will make your job easier, AND allow for community involvement as well:
- "Add Your Business Here" - Grab yourself an easy to use and easy to install links database from a resource such as Gossamer Threads (www.gossamer-threads.com) and make this section available to local businessmen from your community. Allowing them to add their links will make your job easier (rather than combing through a phone book), gives them the opportunity to be listed for free (a big incentive!) and also makes a fair and useful method for listing as many area businesses as possible. Make sure to create places in your form for the business name, address, telephone number, a link to a Yahoo! Map (or other online map service) and a link spot for the company's Web site.
- Community Message Board - Purchase a simple message board script from TDScripts.com (so easy a newbie could do it!) or use one of the pre-made ones from Everyone.net or other online community resources. The benefit to having your own board is the ability to add features (foul language blocks, membership posting options, etc.) and also the ability to use your own advertising. Everyone.net's program includes its own advertising, as does just about every other "free-to-use" board available. Having a community board is a great way to get locals involved in the Web site - a great place to sound off on local issues or just chat with friends. Best of all, it creates its own content. All you need to do is build it, get some surfers to the site and they will do the rest!
- Free E-mail Service @yoursite.com - What better way to get people coming back to your site daily than to offer free Web-based e-mail? Web-based e-mail can be checked from home or at work, and also give you a great opportunity to advertise your site for free! How? Whenever one of your members uses the free @yoursite.com e-mail, your .com gets out there and in the public eye. The free e-mail service at Everyone.net is easy to use, easy to configure and gives you the option of offering free e-mail with your own .com in it. They also give you the opportunity to add automated taglines to all user-e-mails (like, "Check out the local information at yoursite.com!") and to add advertising banners within the user administration areas.
- Automated News & Weather Information - Everyone else is using it so you might as well too. As far as automated services go, iSyndicate.com, Moreover.com and Weather.com top the charts. Of course that means that because they are the most popular, they are seen all over the net. However, you can customize the news and weather information added to your local area, a specific interest or by using Flash, java or XML programs. The more NEW ideas and customized things you add, the more useful these resources will be to your visitors.
GET INTO THE DETAILS:
Now that you've got the basic framework set up for your site, have added some easy-to-use automated features, and have included some special interactive sections, you're ready to get into the details. It's details that will make your site stand out from the commercially packaged and pre-made community sites that are currently flooding the net.
Write articles about community events that you attend or get volunteers to submit articles and commentaries about localized subjects. Some people just enjoy writing for the pleasure, notoriety and experience of it. You can think of things to offer them in exchange for their writings if you'd like (example: free banner advertising, etc.) or offer them a special column that features their photograph and a bio about them for all to see. Sometimes just that little bit of ego buffing is all that someone wants.
Add timely articles, feature seasonal and holiday "fun page links" for the local kids - even add interactive games, puzzles and polls. The more you can do to get people active in reading and returning to your site, the more consistent your traffic will be.
- Photos of local events- like the town's Oktoberfest celebration or Christmas parade - are a great way to get people interested as well. People like seeing their photos in news articles and as long as you're writing from a reporting standpoint, your photos are publishable on your Web site. Because you are working within your community however, it doesn't hurt to ask permission to use someone's photo on your site. You want to communicate a positive relationship with your readers and neighbors - after all, you do have to live there too!
- Community Spotlights - articles which feature an interview with a neighbor, local police chief or other notary figures - is another great way to get people interested in checking out your site. But go slow...pace yourself. Maybe commit to doing just one Spotlight per month and call it "Neighbor of the Month" or whatever. Don't run yourself ragged. Having new and exciting content is important to the continued success of your site, but it's also important to make sure you aren't working harder than its worth.
TIME TO MAKE SOME CA$H:
Now that you've got the site built and have added a personal, local touch, it's time to start making some money. One way to do it is through Internet-based sponsors. Banner programs (Advertising.com), virtual storefronts (VStore.com), and category specific sponsors (Reporting.net) are a great way to make some sales. But another method to consider is through local business sponsors.
Local sponsors are looking for ways to advertise their businesses - just as you are looking to advertise your site. Businesses want to create a presence wherever there is a good, solid local interest. If your site is generating a good deal of local traffic, then you will soon become attractive to local companies.
Some webmasters have tried giving out free "trial" advertising early on, as a way of proving the value of advertising on a locally-based Web site. If the returns are strong enough, acquiring them as a paid sponsor will be quite easy. Be sure to ask a business, before creating an ad for them on your site - remember you want a good, friendly relationship, not a pushy or negative one.
TIME TO GET BUSY BUILDING:
Now that you've got some ideas and tips to help get you started, there's nothing standing in your way to creating a successful local Web site. Find a good locally relevant domain name (use nameboy.com to search for some good ideas!), an affordable yet reliable host, and get building! Check out other local sites to give you an idea of what you're "up against," and then do a better and more thorough job. In the long run all of your time, energy, research and attention to details will pay off.
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