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Optimising this crossover proves the old adage, 'the sum of the parts is greater than the whole' (oh, How to send people to your site I remember the first time a friend of mine put his website on his business card. These days, you'd attract more attention not having a readily-available web address for your company. Or, like with this Samsung ad in the Metro today, you can just fail.If you're going to get customers to search for you, at least have something they can find!I was recently working on a social media strategy for a popular city newspaper and it got me thinking about the benefits a business can get from a well-thought out crossover between its offline and online presence.I've tried to write this post so that it's useful for any sized business that has some kind of offline presence, from a shop, through a publication to any kind of offline advertising or PR.

You could use the same language or the same imagery- anything that will reassure the user that they're in the right place.

If you're spending money offline, you should consider how that investment can be taken advantage of online.

When I say 'make the most of your offline presence', I'm talking about a wide range of potential online benefits: increasing traffic, improving your link profile and/or increasing conversion rates. So here are three tips on how to direct customers, potential or otherwise, to your site: Offline Advertising Google Call to Action There have been a few companies that have used Google call-to-actions in their advertising campaigns. As Paul Mead writes, a Google campaign is “better in terms of recall and it fits in with the way we react to advertising these days.” The danger of course is that your campaign can be hijacked spectacularly.

Stick a big call-to-action in there and you're away.

You want your customers to arrive at the page you're directing them to and feel like they've turned up half way through a whoop-ass party.

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