How to Build an Advertising Website

Use unique content strategies and design to drive traffic and gain advertisers.
1. Determine the industry category for the website. Define the specific category or categories that will have appeal for prospective advertisers. For example, a site about furnishing a first apartment could target furniture manufacturers, home-décor and home-improvement retail stores for advertising. Make a list of every type of company and advertising prospect to target.
2. Determine the advertising category. Sites developed for consumers are business-to-consumer (B2C) sites. Those targeting businesses are business-to-business (B2B) sites. Focus on serving one or the other or having two separate sites so that the content and advertising is appropriate for specific target audiences.

3. Design the website based on the industry, advertising and audience category. A site for consumers should include relevant content and information that connects with the products being advertised. A B2B site should include timely news and updates to help industry professionals stay current on trends and topics. Consider adding an RSS news feed to stay abreast of articles in trade publications and to receive press releases from trade associations and major companies. Hire freelance writers who understand search engine optimization (SEO) to create content that is rich in keywords to increase chances of getting listed on major search engines.
4. Incorporate affiliate advertising, which allows you to advertise another company's products or services and receive commissions in return. It is better to launch a site with some type of advertising, even if it isn't initially paid for. Affiliate advertising allows that opportunity and can generate revenue each time a site visitor clicks an ad (pay-per-click) or redirects to a site to purchase an item or service.
5. Explore drop shipping. The site can also generate revenue through drop-shipping relationships. This allows you to advertise products and services without having to actually warehouse items or fill orders. The site visitor places the order on your site, and you send the order to the respective companies for fulfillment.
6. Set advertising rates. Determine how much you will charge for various online ad formats (banner ads, skyscrapers, rich media videos, etc.). Develop a media kit or rate card that prospective advertisers can download as a PDF from your site under a special tab for advertisers. Explore sites in your category to find out the going rates. Understand that until you generate sufficient website traffic, you will have to offer low rates.
7. Promote the site to build website traffic. Use e-mail marketing to drive visitors to the website. Purchase e-mail marketing lists to promote the site to consumers and businesses when it is ready to launch and 'go live.'