You only get one chance to make a first impression. That's why progressive advisers are creating or updating their image on the Web -- where many employers hunt for benefit services and information.

While a do-it-yourself Web site is pretty simple to set up, creating a good Web site remains tricky. Mark Carillion, who has been in the Web design and online consulting business for almost six years, knows the Web site woes of business owners -- they don't like the look of their site, they're not getting any traffic or they launched the site four years ago and don't know how to update it.

"These people have treated it like a brochure site," says Carillion, owner of WorksiteWebsites.com. "They're not getting any traffic because they're not making changes."

Load up on content

Employers often discover adviser sites while seeking information, not just services. If an adviser can provide news, analysis or advice he can establish himself as an expert.

Many advisers do not share information with potential clients and partners until they have been hired. This is a poor strategy when it comes to the Web.

"The guy who gives out the most information freely is the guy who ends up winning the traffic war," says Carillion. "It's the guy who keeps adding content; they've got an [e-magazine] and they've got a newsletter, they've got auto-responders and they've got an archive section on their Web site."

Make it interactive

There is plenty an adviser's site can offer beyond the written word. Audio and video can showcase an adviser's personality or video testimonials from clients and partners. Both uses can be helpful in building the visitor's trust.

Auto responder services are a worthwhile investment for adviser sites because they provide visitors with immediate contact. Offer visitors the chance to sign up for a free report or a list of the "top seven things to ask your adviser." This allows the host to get the visitor's email address and periodically e-mail her through an automated queue.

Linking up

So, how does a site make the top 10 on Google when a client searches terms like "group dental broker, New Jersey"? One major driver is links.

When other sites are linking to the site, its ranking improves. An adviser should have his TPAs, other advisers, carriers, clients, technology providers, lawyers, accountants and associations link to his site.

"A link-building campaign should go on forever. You can never have enough quality links and it's just like a vote to Google. If there are more votes going to you, you must be more of an authority on this search topic than [your competitor]," says Carillion.

Know your clientele

While updating content and search engine optimization are issues for any Web site, advisers are presented with another challenge -- determining the audience.

"Depending on the broker there can be three or four different masters," says Carillion. "Each of those segments has a unique set of needs and the Web site needs to be addressing the needs of those individual segments."

Carillion says the best way to cater to multiple audiences -- other brokers, carriers, employers, associations, employees -- is to target the specific problems of each segment and build content around those problems. This strategy will help match the potential client's search patterns.