Skip to main content
padlock icon - secure page this page is secure

Promoting the Business Web Sites of Technical Communication Companies, Consultants, and Independent Contractors

Buy Article:

$15.00 + tax (Refund Policy)

Purpose: This article explores how marketing communication in traditional media and new media leads people to the Web sites of technical communication companies, consultants, and independent contractors, and to what extent these Web sites then contribute to recruiting clientele.

Method: The study surveyed an international sample of 240 technical communicators who maintain Web sites to market their services, and then interviewed half of these survey respondents.

Results: Aside from drawing in a moderate portion of clientele directly, these Web sites also helped recruit clientele who originated through such traditional marketing communication as referrals and networking. Yet such traditional communication tended not to be as useful in leading people to these sites as new-media communication, such as search engines and e-mail. Marketing communication's usefulness in leading people to a Web site is associated with that Web site's levels of success in recruiting clientele.

Conclusion: A Web site's efficacy may thereby depend in part on the support of other communication, especially communication sharing a similar medium.
No References
No Citations
No Supplementary Data
No Article Media
No Metrics


Document Type: Research Article

Publication date: May 1, 2010

More about this publication?
  • Technical Communication, the Society's journal, publishes articles about the practical application of technical communication theory and serves as a common arena for discussion by practitioners. Technical Communication includes both quantitative and qualitative research while showcasing the work of some of the field's most noteworthy writers. Among its most popular features are the helpful book reviews. Technical Communication is published quarterly and is free with membership.
  • Information for Authors
  • Subscribe to this Title
  • Membership Information
  • Ingenta Connect is not responsible for the content or availability of external websites
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more