Web browsers are usually great at multi-tasking.  Think about what you can do when browsing the Internet. Talking on the phone, watching TV, listening to a new CD are among the things that can be done while “surfing” the Net.  People are not just looking at a company or a brand as the only source for information.  They have access to competing websites, message boards, forums and with each other.

Then how do we keep people interested in our site so that we have the best chance against the competition?
Your best chance to capture the user’s attention and keep them returning is to develop a strategy and to plan your content design, use technology to help in the task, and take into consideration the user’s voice.

• Seamless Interaction of Your Site
First impressions and interaction with your site are crucial. By minimizing such things as slow load times, forced flash intros, which are considered bottlenecks, you will allow your users to view content quickly and not bounce directly off your site.      

• Make Preliminary Site Contact Pertinent
Your home page is no longer considered the main page.  It can give a great overview of what the site offers but does not always do a good job presenting
user-specific content.  Take a look at your site’s search terms, top referrers, and campaigns and be sure you have relevant landing pages.  When a user is referred to your site from Google after seeking information about “iPod accessories” the landing page should be highly specific to “iPod accessories” and not a generic page that does not address the need.

• Make For Easy Navigation
Internal site search translates three times better than the usual global navigation. A search box that is noticeable and provides applicable results is of utmost importance. Monthly monitoring of your internal search data looking for failed searches and misspellings will continually improve your internal search engine and make sure that users are finding what they require.

• Provide Reliable, Original Content
Keep your users wanting to come back to what you offer and provide it to them in  a consistent manner. By doing this you will spend less time with administrative duties and more time planning your site and creating new content.

• Generate Exclusive Content
Leading users to selective Web content is a very good way to generate repeat business.  The World Poker Tour, for example, uses this application successfully to compel users to go from their TV show to their Website, enabling the consumer to experience an improved experience.

• Lessen Ad Disorder
Creative ways exist to reduce visual ad clutter on your site without endangering your bottom line.  Sponsorships and higher CPM ad placements can lessen the visual clutter of advertising while adding to your inventory and ad revenue. 

• Talk With Your Users
Users will need a site to voice their concerns and ideas about your content, service or products.  If they are not given that option, they will seek out somewhere else to do it.  One such example is KPBS(KPBS.org). This San Diego-based broadcaster uses blogs to compel online discussions about their on-line content. Approximately 60 percent of website visitors leave comments or blog daily. This keeps discussion alive and KPBS customers loyal to the site.

• Leverage User Responses
Being open to users’ likes and dislikes will keep your site optimized for the user. Using a survey program like SurveyGizmo will allow you to inexpensively and creatively gain user opinion on a page and site level. Other choices include SurveyMonkey.com, SurveyPopups.com and Vovici.com.  

• Construct and Optimize your Website’s Support Sector
One of the most unused areas of a website is typically the support section and it usually consists of an outdated anchor-linked FAQ.  By leveraging technology, you can increase relevant support topics, have users communicate with each other to answer questions and encourage discussion about multifaceted topics.  Vizio, a top 10 North American flat panel television brand, applies new website support section methods to help to decrease offline call quantity.

• Leverage Inventive Technology
Mass quantities of new technology make it easier than ever to create a site that users will want to adhere and stick to.  Creating video content, mashups and site-based media players will keep your site sticky and fresh.