As increasing numbers of people search for information on the Internet, it becomes more imperative to have a compelling Website to promote and support your meetings.

Here is my list of "The Seven Most Important Things You can do Online":

1. Identify all your Online Markets

It`s a common mistake to focus your attention on the obvious target audience for your meetings site - the potential attendees.

But many other types of visitor may find your site, and it`s important to consider whether they`re important to you, how you want to engage them, and what outcomes you`d like to achieve with them.

Vissitors to your meetings Website might include:

• past / potential attendees

• suppliers / vendors / exhibitors / sponsors / insurers

• Board members / employees / volunteers

• content seekers

• media

• job seekers

• competition

"Content seekers" is the term I use for members of the public who may not be regular customers or members of your organization, but who find you through a keyword search because they`re interested in the content of your meeting. If you admit the public to your events, this is an important audience who might require different communications from your regular participants.

If you`re looking for publicity, don`t forget the importance of a press center. Thhis should be very easy to find, and should contain all the information that a reporter would need to cover your event - they`re usually under tight deadlines and will really appreciate this.

I include "competition" in this list because many people have asked me whether it`s dangerous to put too much good information on your Website "in case the competition sees it". My (somewhat obvious) answer? "If your competition can`t see it, neither can the people you`re looking to attract!"

2. Set your Goals

This sounds self-evident, but is often overlooked. You can`t evaluate your return on investment (see #7 later) if yo