|We finished 2006 with a total of 573,665 visits
- more than 75% above 2005, which was already 60% above 2004 levels.
We attracted 607,312 visits in 2007 as a further 6% increase.
In 2008, as the US and global economy went into recession, visits
fell 10% to 546,751.
In just 3 years after our launch in 2004, this online reach already exceeded
some of the
specialty magazines in this niche market which have been circulated for free to
25,000 to 45,000 recipients (at many millions of dollars in
advertiser expense) for the last 20-50 years.
In May 2007 our visits hit a new record level - 58,850.
In June 2007 we hit 61,622 followed by 57491 in July - without the
cost of producing and distributing a glossy magazine, and without using large email
broadcasts, direct mail, or trade show exhibits to attract visits. Our
visits primarily come through Google search results as visitors discover our
information resources and useful tools which are relevant to their
interests. Our websites were designed to help them find what they need
for their own project plans
- not to be magazine article archives.
We are not a publisher pushing ads or advertorial content
the same subscription base at advertiser expense. Our focus is to draw in
relevant visitors as they search for what they need in this niche market,
particularly while actively working on capital investment project plans
involving research to evaluate new business locations. Like a
concierge service, we independently help executives to find what they need
in this market - both through our websites and as a personal referral
service. The small fees we charge for our work to highlight specific
areas or services enables us to maintain the extensive networks of contacts
and timely market knowledge necessary to provide a better service to our
visitors in that regard, rather than to print and distribute magazines.
The publishers in this niche market typically promote
their websites heavily to their subscriber base through such things as email
broadcasts with links to attract visits, but their monthly visit levels
generally don't greatly exceed their print circulation.
We had 50,315 visits in November 2006, after 52,626 in October
and 58,453 in September 2006 - a level achieved again in May, June,
and July 2007. This was up from the brief dip to
45,219 in August 2006 after averaging 50,000 per month in May, June, and July
We averaged 51,000 for the last 6 months of 2006, so we were fairly confident
that we would exceed 600,000 visits in 2007. The record September 2006 pace
would have been 700,000 per year - our marketing goal for 2008 as roughly 22% growth
We expect strong growth to resume in 2009 as word of this
resource continues to spread and as we expand our marketing initiatives in
our targeted niche market after we launched our new ShortListNews.com website
with powerful new research tools for 2008.
In January 2007, we already achieved
55,308 visits - a 50% increase over January 2006. February 2007
was 49,616 (28 days), up 30% over a year ago. March 2007
maintained this pace at 52,807 visits. There was a minor
decline in April 2007 (30 days, Easter holiday, more weekend days) to
48,834 visits, but the bottom line is that 2007 remained fairly consistently above
record 2006 levels until year-end.
As a niche B2B marketplace for the support of capital
investment projects, which are related to long-term economic cycles, the volume of visit activity
should peak at some point (or decline as fears of a recession increase -
since capital investment plans may be deferred in such a scenario,
triggering less project research and planning work). It's just difficult to predict when this
rapid growth will flatten out. We think it may be quite viable to
achieve a pace above 75,000 visits per month by the end of 2008 if the US
economy remains strong, which is roughly
50% growth over the 50,000+ pace of 2006 - 2007. We don't think a growth
rate of 70% as in recent years is sustainable because the number of
corporate expansion projects being planned around the world each year is
eventually a limiting factor for relevant visits. Our goal is to
attract relevant visitors, rather than to simply maximize the number of
visitors through various marketing gimmicks, because we make our money
through the delivery of services for corporate executives with real
expansion projects rather than through ad impressions.
Our analysis of the quarterly
results from the Business Roundtable may also be of interest.
We recently (October 2007) published updated
analysis of project
trends from 1994 - 2006.
We also published an
October 2006 - 2007
analysis of regional and
US state directory
visits on our website.
The visit statistics reflect the diverse business location
interests of our visitors - in the USA and worldwide.
Our April 2006
newsletter (4 pages with graphs) summarizes 12 year US project
Our 7 year analysis of
investment project trends by state may also be of interest.
We have also published an
analysis of economic development lead generation costs.
support our independent work sometimes ask us about website statistics. We therefore
provide detailed and timely monthly visit statistics here for
quick reference. We know of no publisher or service provider in this niche market who
openly shares comparable details about their website reach.
Our focus is on personal service,
providing well-qualified referrals to
executives and their professional advisors for major capital investment
interests. The flow of visitors to our website may be of interest to
our supporters, however, as an
indicator of our market reach and how quickly this service has become
established as a unique and valuable resource in this niche market.
This website was set up quietly at the end of 2002, and then improved
through initial research work during 2003
before being promoted in our target market in 2004 and 2005.
We expected 320,000 visitors in 2005 (27,000/month average) from early in
the year. We then grew this to a consistent 600,000+ pace (50,000+ per month) during
After only two years of active promotion of this website, our daily visits
were soon above a 500,000 per year pace in 2006. This is comparable to, or
exceeds, the websites of leading magazines in this niche which have been
circulated to 25,000 - 40,000+ free subscribers for 20 - 40 years. For
example, one of the leading magazines - Expansion Management - reported
28,000 visits per month late in 2005. Unlike audited circulation
statistics for advertisers, publishers do not generally
release statistics for their website visits to readily compare to the
details we share. One of the market leaders, Site Selection, reported
57,502 visits in March 2006. As above, we reported 47,695 that same
month - or 83% of their total - but we hit 58,453 by September.
Our 2005 online advertising campaign
(promoting this website through others in response to relevant searches)
delivered over 3,200,000 ad impressions in nine months. If we
maintained the pace of our September - November 2005 test of our online ad campaign, we could reach
an estimated 5,000,000+ ad impressions per year. Our aim was to expand our
reach beyond 500,000 visits per year in 2006 (42,000 per month by
comparison to 27,000 in 2005 as shown in the chart above). We
already achieved that goal by March 2006 - without such intensive online advertising in 2006.
We will test the campaign again in 2007 after some scheduled improvements
are implemented. That should help us to exceed our ambitious 2007
We are not a magazine publisher, and our work does not compete with them.
We serve a similar target market in very different ways, however, so their
"reach" is also quite relevant as a simple benchmark. They reach their base of
subscribers repeatedly with glossy magazines designed to help attract visitors to
their websites and help their advertisers to be memorable to their target
audience for interesting stories about this market. Each such magazine typically costs
all of their advertisers a total of $1 -
$2+ million per year in advertising to produce and distribute these magazines
for free to readers. Some are largely "advertorial" in nature, with
limited independent market research, analysis, and reporting beyond their
base of advertisers.
That adds up to millions of dollars spent each year to attract relatively few projects as
areas promote themselves to a 40,000+ "qualified" subscriber base
often includes many mid-level managers or executives at very small companies.
We specialize in well-qualified referrals for top executives, not publishing
and distributing a magazine, so this website was designed as an open reference
tool for location research work by executives and business advisors. We
designed this from the start to take advantage of the capabilities of
powerful and intuitive search
engines such as Google, as shown by our site search features, so that available
information about business locations anywhere can be researched quickly in a
globally consistent way.
In summary, we personally introduce executives to useful contacts for their
own project plans, as opposed to producing an interesting magazine about
what is happening in this market in general. This is more analogous to
direct response and referral work, somewhat like an independent concierge
service or marketplace which organizes useful knowledge and contacts to help
executives find what they want at the time, rather than by publishing ads
and interesting content at them.
- Daily visit statistics
comparing 2006, 2005 and 2004 visits
- higher visit levels on business days (the most relevant
visitors) = 1800+
- 2006 total visits for 12 months = 573,665
or 47,805 / month = up 77%
- 2005 total visits for 12 months = 324,413
or 27,034 / month = up 61%
- 2004 total visits for 12 months = 201,982
or 16,832 / month
- Global pattern of regional contact page visits,
including 2005 data (Q1, Q2, 9 mo)
- North American regional contact page visits
- Asia Pacific regional contact page visits
- 2005 and 2004 vs. 2003 year-end regional contact page
See more details of our data
analysis below, or further graphics on the above
More information :
|In November 2005 we launched a
new website, www.OnTheShortList.com
, as planned for our 2006 marketing work on behalf of the professionals who
support this independent service.
the GDI-Solutions content with field research work and custom search tools,
as well as some new services designed to support marketing work by
communities and professional service providers, including optional field
research trips and reports in cooperation with top site consultants.
This is a
small and highly specialized niche. There are only a few
thousand capital investment projects worldwide per year, even
though they add up to billions of dollars and thousands of jobs, with a
dramatic impact on the future of the companies, communities, and individuals
involved. This is not a mass-market service aiming to reach millions
of Internet users. It is promoted very selectively to senior
executives and professional advisors who are responsible for capital
investment project decisions.
Although even 48,000 visits per month may not seem like much by comparison to major
magazine publishers, the ones specialized in this niche generally report 25,000 -
subscribers and website visitors per month. Our reach is therefore quite significant for a highly specialized
website after only two years of operation without the multi-million dollar
production and distribution budget of a magazine (at advertiser expense).
For more details, refer to our analysis of
market reach costs.
This website was set up quietly in Sept 2002, with very
selective magazine advertising, events, and other marketing work to promote
the site during 2003 and 2004 as our research and development work advanced. Data transfer bandwidth (gigabytes of
content downloaded by users each month) has now quadrupled since mid-2003
without just adding large graphics files for our visitors to wait to download.
The highest percentage of visitors per month find this
website through Google, plus a much smaller number are referred from other
search engines. Others are in response to our direct promotional
efforts and online advertising campaigns we
developed in 2005 to reach executives and advisors who would value our independent
capabilities to assist them with capital investment project plans.
really curious about trends in our visit statistics? Here's the daily
See also :
www.OnTheShortList.com for unique custom search features
We do not use "cookies" or a registration process to track
the interests of individual users of our website. We use standard
website statistics to periodically review patterns of usage so that we can
continuously improve those pages which seem to be of greatest interest.
We welcome suggestions and
relevant reciprocal links.
frequently go directly to relevant pages of content in our website, by
design, through Google or other search engine queries. The
navigational structure and content of the site is designed to be very easy
for search engines to crawl and index
reliably for such purposes, and for visitors to find whatever they are
This is reflected in the
analysis of home page visits relative to other pages of content. As of
October 2005, Google had indexed over 650 pages of content on
this site, typically catching any changes within days. There are more
than 20,000 relevant
external links to sources of information worldwide in this niche. That
growing at a pace of around 5000 new external links per year as we find more
relevant resources to share openly through our continuous market research
work and networking. In effect, this is now a "megastore" for finding
useful resources quickly - anywhere in the world - in this niche market.
publishers who seek to maximize visit statistics, page visits, and user time
on the website in order to sell
more advertising at higher prices, that is not our business model, as elaborated
We focus on the relevance and response of visitors to our
work, such as how many executives or advisors we assist with their project
interests in response to enquiries received through our website, rather than
how many Internet users may look at our website.
We have also tried to design the website so that visitors can
quickly find what they are seeking - rather than force them to visit
multiple pages full of blinking banner ads and buttons to find content and
links that are basically limited to recent advertisers. This is a far
more comprehensive global resource.
|So, how do
the numbers above compare to publishers in this niche?
Leading publishers in this niche typically distribute 15,000
- 40,000+ magazines per month on a "qualified" free subscription basis, with
some better qualified than others. Other general business media may
offer much larger circulation levels, but they may simply be reaching far
more irrelevant readers, rather than more good prospects.
For example, the Financial Times newspaper reaches over
425,000 readers worldwide, and attracts millions of website visits, but many
would not be involved in any significant way in business location selection
decisions for capital investment projects. They would simply have
other interests. Since there are only a few thousand major capital
investment projects worldwide each year, one needs to reach a very targeted
audience rather than a vast one.
In a sales pitch to potential online advertisers for 2006,
Expansion Management magazine reported 28,000 visits per month in late 2005.
We averaged 27,000+ for all of 2005, as shown above, in our second year.
By contrast, Expansion Management is part of the respected Penton Media
group, and has been published for over 20 years.
Site Selection magazine reported 57,502 visits for the month
of March 2006. We had 47,694 that month, as shown in the chart above,
and that rose to 58,453 in September. Site Selection has been in
circulation for over 50 years as the leader in this market. After only three years of operation, we
already attract an average of around 50,000 visits per month, which is still
growing, with visit levels consistently more than 50% above the same period in
the prior year.
In summary, the leading development magazines in this niche
market have reported 28,000
- 57,000+ user visits per month to their related websites, although details
are generally vague (unlike audited magazine circulation statistics).
We focus on effective response to the specific business location search
efforts and interests of executives and their advisors, rather than
publishing magazines or newsletters for distribution to a direct mail list.
Note that subscription renewals, e-mail broadcasts with article links, and
other techniques prod their subscribers to visit their websites, whereas
most of our visitors come from Google or other searches because the content
is relevant to their current interests. We are not, for example,
prodding a large base of subscribers to visit our website again and again
just to view news articles.
As a magazine advertiser, one pays a premium to potentially
"reach" and attract the attention, interest ("recall"), and response from a
limited number of prospects within their current subscriber base.
Magazine advertising rates can typically run between $2000 and $12,000 or
more per month (from small black and white ads to full pages in prominent
placements). Online advertising costs in such channels may cost
between $500 and $2000 per month or more, although the costs for such things
as banner and button ads have generally declined as advertisers have
evaluated their actual effectiveness for much more than brand name or logo
recall. Click-through rates are typically very low, and those who follow
banner ads may not really be the targeted prospects. Rotating ads may
miss the target completely.
General business magazines with larger circulation, or those
targeted at the most senior executives, can cost considerably more than this
for a single ad, and typically have no reader service process because they
are more commonly used in brand campaigns rather than for direct response
During the last year, this site
attracted many millions of "hits", which we regard as a fairly irrelevant or
We only mention that because
we have seen very well-established economic development magazine websites,
in business for many more years than ourselves, report similar or larger
numbers as though they were significant.
these hits really mean? The number of "hits" can be driven up by the
number of graphic images which have to be downloaded for a page each time
that it is accessed, so the total can reflect page design choices more than
relevant user visit activity. Hits basically mean that the web page
has requested something to display from the server - which can include
multiple graphics, rotating banner ads, or other content. Viewing a single
page briefly can therefore result in many "hits".
Since our site
deliberately minimizes the use of graphic elements per page, our "hits" will
be much lower than sites which may cram many graphics and advertisements onto pages which their
site users may need to visit repeatedly.
metric of this nature is "bandwidth", or the total size of all the data
transferred to users. A site with many large graphics will therefore
have much higher bandwidth statistics for a given number of actual visitors.
Streaming videos (such as those "skip intro" presentations on home pages)
require a lot of communications bandwidth to transfer the images, and are
therefore very slow on dial-up access rather than high-speed connections.
That can annoy rather than impress impatient visitors. Senior
executives are not generally known for their patience at watching
unsolicited video presentations. What works well for some target
audiences may not be a good idea for top executives and their advisors.
Consider carefully how the magazines in this niche
Some magazines in this niche also do not publish
circulation audits (such as BPA statistics), and may distribute copies as
unsolicited promotional mailings to direct marketing database lists, rather than to an
ongoing base of many subscribers who have recently confirmed (opt-in) that
they are willing to receive the free magazine, whether or not they actually
look at the content very often or have potential project interests.
Virtually none in this niche attract paid subscriptions by
executives, even for a token price, which can be an indicator of how much
they are actually valued and used by subscribers. That should tell you
something. How many executives would even pay $10 per year to receive
these nice glossy magazines, in which the editorial content may be quite
obviously favorable or directly tied to advertising sales? By
contrast, they often pay very significant subscription fees for media or
websites which are clearly relevant to their interests.
Some of the magazines exercise commendable editorial
integrity as journalists, doing good research work to provide well-written articles
about important issues and timely news. A few, however,
are basically advertorials or direct mail promotional pieces, willing to publish
almost anything plausible which their advertisers will pay them to say. It is one
thing to do that in a way which is obvious to the reader, but biased content
is sometimes presented as though it was actually objective reporting by an
independent, professional journalist.
If an area wants to make a good impression on potential
investors, which type of publication is likely to have a greater impact?
Is it more valuable to publish an obviously biased but favorable presentation, or
more objective coverage through a more professional channel which has
developed credibility among potential investors and their advisors?
It is noteworthy that some of the "advertorial" media
rarely attract advertising by any of the many professional service providers
in this niche. Instead, these magazines attract advertisers who may be
less selective about careful promotion of their "brand". Some of the
service providers are happy to be quoted in almost any media which can raise
their visibility among potential clients, but where do they invest in
advertising to reach new clients?
|How do you
measure the value of website traffic?
users to visit few pages to find what they want on this website - and to spend relatively little time on
them - because that is simply the nature of the top executives and advisors
we serve and the service we want to deliver to them. If they want our help, the contact details are
right at the top of
every page. Otherwise, we have tried to organize the website and such
tools as the custom Google site to make it really easy to go quickly to
exactly what they want to find.
They don't have time to read through the overwhelming
amount of information which is readily available in this market to those who
know where to find it. They just want to quickly find what they need
at the time, and we have therefore organized a vast amount of "on the shelf"
resources in this "store" so that they can find and buy what they want, with
or without our direct intervention to help them find what they are seeking.
This response-oriented service, somewhat analogous to a concierge with
useful market knowledge and contacts, is designed to complement our
proactive marketing work and networking to reach more such executives and advisors.
Visitors should be able to navigate or "Google site search"
quickly and easily to those few pages (among hundreds) which are most
relevant to their current interests, rather than wade through many useless
pages before finding what they are seeking (or giving up). We have
tried to organize information about over 25,000 resources worldwide in this
niche with search engine optimization in mind so that it is very easy to
find such content in a matter of seconds as a unique global service.
Unlike most websites, our focus is on the content at the
"back end" of such a search, by sharing more detailed local market knowledge
in cooperation with those who choose to support our work. Rather than
deliver many irrelevant ads up front, as on a home page, we want to
highlight areas and services as visitors seek information about them.
Like point-of-sale merchandising, we want to make it easy to find the
relevant "products" and "buy" directly, rather than push lots of irrelevant
ads at every visitor to our site. Once users find a relevant page,
other related content of likely interest should be readily available there.
They may simply stumble across a relevant page through a
web search, quickly realize that we can help them, and just send us an
e-mail or give us a call about their specific interests. If they find
what they are seeking, and navigate off our site within a minute to
accomplish what they actually wanted to do when they found is, is that such a bad
thing? In other words, we are not an advertising site, trying to get
visitors to see as many banner or other ads as possible. To the extent
that we share ads through our website, it is through meaningful content
directly related to such ads, such as to support the search process.
The value isn't in visit statistics, page views, hits, ad
"impressions" or other activity metrics. These may be interesting
indicators of website activity, but our focus is on growing the flow of
successful project referrals and the reach of this website among top
executives worldwide and their professional advisors, rather than simply
growing our website activity statistics.
How many company executives are you really trying to
If you think about it, the larger firms are the types of
companies which most often have the financial resources and multi-state or
multinational growth interests to create projects of 50 - 100 jobs or more
beyond their existing locations.
When many millions of dollars and critical business
changes are at stake, executives and advisors may find relevant (even if
obviously biased) magazine content to be interesting background and helpful,
but they won't base project decisions on it.
Such media are now confronted by many Internet resources
which can be used to gather potentially useful information which was much
hard to find in the past, especially in the early stages of planning.
As the planning process moves forward to local project details, however, the
general published content becomes less relevant to their specific interests.
Our approach from the start has been to make it easier to reach relevant
If one takes a closer look at the magazine circulation statistics, a typical
pattern is that only around 5,000 - 10,000 copies (some more, some less) go to
executives in any role at companies with more than 500 employees. A large
percentage of the copies may go to firms with fewer than 250 employees, where it is
to boost the circulation statistics among presidents and top executives.
In any case, few "C-level" subscribers at large companies are likely to
scrutinize many pages and ads each month, or respond directly to the ads, or
keep their copies and refer back to them.
By contrast, if somebody (subscriber or not) visits the
related website, they may be actively looking for something which does not
appear in a recent issue which they have actually kept, but there is rarely
any easy way to qualify who is visiting such websites, or their project
decision authority (without annoying visitors through a registration
process, or perhaps through opt-in features and newsletters to gather such
impressed by ad impressions? See our own ad
publish banners or other advertising will often report the number of
"impressions", or the number of page or "ad views". Keep in mind,
however, that page views and ad views can potentially be quite different
things, as multiple ads (and thus multiple impressions) can be served onto a
single page view, and they can also be rotated fairly rapidly so that the
number of ad views increases even while the user is not doing anything
except leaving the page open in the browser while new ads blink past, rather
than typically just serving new ads whenever the user navigates to a new
In any case, some of the more prominent
development magazine websites in this niche have reported 10,000 - 12,000
"impressions" per day. Their "impression"
statistics can also be influenced by site design choices, however.
For example, if users typically have to go through a series
of small pages with minimal useful content on each in order to reach
anything of significance for their interests, then the "impressions" per
visit may be inflated. They may have to visit 5 or 6 pages or more
find what they are seeking, rather than go straight to it. We don't
believe that making a website more inconvenient to users just to serve more
ad impressions is a good strategy.
The user may therefore spend more time on the website
searching for what is wanted, but is that really a good thing for any
purpose other than to present more chances to serve advertising
"impressions" and charge advertisers more? Many more ad
impressions get delivered as promised at the agreed price, but how does the
user react to them?
That also doesn't necessarily mean
that the ads displayed on any given page had much relevance to the interests
of the visitor. Some websites do offer the option to only have ads
appear on very specific pages, in which case most visitors would never even
see the ads, but those few "impressions" who do might actually be much
Who are we trying to reach?
While some smaller firms are also growing rapidly and can
create major projects, that is more the exception than the rule. They
are more likely to do projects involving local expansion at existing
locations, or set up relatively small operations in new locations, because
they generally lack the need or resources to do more than that at any given
time. In short, they would have to be growing at a dramatic pace
relative to their size, with the exception of relocation projects.
In any case, few areas actually have any reason to try to
reach 40,000+ executives in North America. There are only a few thousand
significant projects per year, and many of these are not "mobile" among
potential location alternatives. It is just very challenging to
attract the attention of these few thousand key executives at the right
time, which is why our focus from the start has been to provide them with a
very powerful tool to help them pursue their interests, anywhere in the
world, very quickly and easily.
Rather than trying to reach these executives by pushing
glossy magazines and display advertising at them, our approach is to build
relationships over time by helping them to find effective solutions to their
project interests, quickly and easily. We aren't trying to become
their preferred magazine publisher. We want to be their trusted
|How do you
define a "well-qualified" prospect?
One "qualified lead" we received recently
from a leading development magazine was from a local laundromat owner who was considering a move to a different building in their
town. That is simply not the focus of our work, although he could have found
more relevant local contacts directly through our website.
This is just one of many amusing leads we have seen over
the years as an advertiser. Of course, we also get some "waste of
time" responses to our website, but we don't pass them along to our contacts
as "qualified leads" for follow-up action.
To be fair, there are occasionally some very good
prospects which are identified by these media. The problem is that, at
any given time, the flow of such prospects for any given area is likely to
be quite small - and these "leads" get distributed widely to recent
advertisers in every state or country of interest as identified in the
Since the scope of our work is national and global rather
than state or local or limited to one type of service provider, however, we
have therefore done some advertising very selectively for our own "brand"
promotion purposes in recent years, and would expect to do so in the future
as well - in both the leading niche publications and other valuable media
for reaching our target audience, with a focus on those who support our
Professional Internet-based "reader service" - without the magazine
Our design from the start was very different from the
advertising focus of publishers.
We are not a
publisher selling advertising by providing some useful content on which ads
can be served, and providing some marginal reader response "bingo card"
services to help readers reach advertisers or request information from many
of them at once so that more ads can be sold.
don't have junior staff or telemarketers calling readers to "qualify" their
information requests just to validate the content of a response card or
website form (largely to figure out how many advertisers should receive that
Instead, our focus is to help executives
and advisors to find what they are seeking in this niche, like the operator
of a very helpful and convenient store rather than the media through which
the store operator may choose to promote that service.
We publish useful content because it helps the executives and
advisors we serve to act on their investment interests, rather than because
it helps us to sell more advertising.
When we talk
to executives about their interest, it reflects many years of professional
project support experience through personal meetings with executives at over
a thousand companies about their interests, and contact with thousands of
others over the years.
We are not trying to
distribute their enquiries as "leads" to as many advertisers as possible.
We have already made it easy for them to directly reach many contacts.
Our focus, if they ask for our assistance, is to personally
introduce them to a short list or a single contact which is very relevant to
We want executives and their
advisors, in hindsight, to look back and think, "Wow, that was really
helpful! They knew how to find exactly what I was seeking! They
understood what was really important to our project, and offered very
helpful suggestions! That saved us a lot of time and money and effort,
and moved our plans forward quickly."
That is not
the usual function or capability of magazine reader-response services.
you win friends among top executives?
the user time spent on the website, or the number of page visits per user
session, or the number of "ad impressions" or "hits" on our site is not our
Our goal is to quickly get each user of our
site to the most relevant content we can deliver which, thanks to such
things as the powerful Google site search feature and many convenient
navigational links, may take only a few seconds.
From the very start, our focus was to make it easy to find relevant content
for potential business locations and service providers in this niche market,
anywhere in the world, in less than one minute over a dial-up Internet
That isn't always possible, but the
point of this goal is that we don't really expect top executives to spend
ten or twenty minutes or more exploring the hundreds of pages of content and
thousands of available external links on our website to potentially useful
resources. We expect them to either quickly find what they are
seeking, or just call us so that we can help them to find it.
Rather than feed lots of advertising images at users on many
pages, we present such images very selectively in places where they may be
very relevant to user interests, and thus helpful as a visual shortcut to
differentiate and reach potentially useful content.
For example, we can display relevant advertising images in our "On
The Short List" feature reports, or on the "Highlights"
page, or on individual GUIDE Area
Profiles or Service
Profiles, or through our
Ad Recall and
In this context, our use of advertising
images is more analogous to helpful "point of sale" displays which highlight
specific products in the relevant section of a store, linking the wider
"brand" marketing campaigns to the active search for a specific "product" by
a motivated potential buyer or "shopper" with a some interest in that
The user who visits such pages,
and sees any such advertising, has already "clicked through" to reach this
part of the "store" because it is of interest for some reason. The
number of such users for any given area or service will therefore be much
smaller than the general website visit statistics, but far more valuable for
relevant advertisers than simply having a banner ad rotating on irrelevant
pages to a much wider audience.
we define success? Successful investment projects.
Our business model is based on making it easy for
executives and advisors to find what they want very quickly and easily,
rather than on serving a lot of irrelevant advertising content
before they find anything useful. Our measure of success is not based
on selling more advertising on this website or maintaining many free
subscribers to justify high advertising prices.
We're trying to drive down the cost and time it takes to connect active investors
with people who are well-qualified to help them.
"user session" for us would be a simple Google web or site search which takes
someone directly to the most relevant page within seconds, where
that user readily finds what is needed along with helpful related content or links, and
then either calls us directly to discuss how we can be of further assistance, or
simply uses that openly available information to pursue their interests directly
with the appropriate contacts. Even if we can never identify that user
or investment project as a way to justify advertising or the sharing of more
content on this website by the organizations we list, that's OK - because we
achieve our objective of helping such investors or their advisors to quickly
and easily reach the contacts they need in this niche.
That makes it more
likely that such investors or professional advisors will return to our
websites or contact us if they ever need help again to
pursue similar business investment project interests in the future.
Find your service
on our site in seconds - then, let's make it better by sharing more
knowledge together, which creates even more relevant ways to find you
Our "Highlights" page and
others can help to draw the attention of users to a specific area or
service, but the many navigational links and the power of the Google site
search feature are intended to make it easy for users to browse through the
"aisles of the store" very quickly and easily for anything of potential
relevance to their interests.
present lots of ads as though we really expected top executives to click
through on them. Instead, we try to present very relevant ads which
may be helpful to users, which is why we favor the way that the Google
search process can present potentially relevant ads to users from sources
beyond the scope of our website content.
Site Search feature.
Can a user of our site find useful content about your area or service
capabilities quickly and easily? Let's talk about how to provide even
better content so that more relevant users can quickly discover what you
have to offer. Call us at 847-304-4655 (Chicago) to discuss what we
can do for you.