They say there is no such thing as free lunch and I believe it. That said, there are things you can do to promote your website that take more time than money. Here are a few ideas of things I've successfully implemented with clients, who had limited budgets, and worked very well:
Press Releases
Writing press releases or news releases about your business is a great way to get low cost/effort exposure for your company. They should be professionally written, or of professional caliber, and sent to newspapers, local television news stations, radio stations, or really just about any media outlet. I suggest you write one once a month and distribute them consistently for a minimum of 12 months.
Recommended resource: http://www.publicityhound.com
Post Cards
I've had great success using post cards to promote a website - leaving them around town at coffee shops, posted on bulletin boards (four or five at a time), and other places where you see this type of 'community' advertising. One wedding photographer I work with drops them off at a local Starbucks and reports getting fantastic results. You can get 5000 full color postcards for under $400.00. Keep a dozen or so in your car and leave them around on your travels.
Recommended resource: http://www.postcardmania.com
Website Address
Is your website address (URL) on everything you have? The back window of your car? Your stationary, your invoices, your contracts, company t-shirts - everything. Don't forget advertising specialty items like pencils and pens. Brides love a great pen. What a great and inexpensive way to get and keep your name in front of people.
Recommended resource: http://www.atlaspen.com
Classified Ads
Classified ads, both online and offline offer an inexpensive alternative to high-priced print advertising. They key here is consistency. Two or three lines can do it. It doesn't have to be elaborate. Be sure to put your phone number and website. A sharp 'hook' or call-to-action is a good idea: Free Wedding Photography Tips. Visit xxxxxx.com or call (000) 000-0000.
Bulletin Boards (BBS/Groups)
Online bulletin boards can be an effective way to reach a targeted audience. The only catch is that they usually don't allow formal advertising. So instead of just putting up a big plug for your business - join in and participate. Offer your advice, discuss your experience, and offer something of value (expertise). Leave your name, email address, and link to your website.
http://www.talkaboutweddings.com
Craig's List
Craig's list is the ultimate bulletin board and online community. With bulletin boards for just about every major city in the world, 'CL' gives you the opportunity to promote your products and services to millions (yes, millions) of people. Similar to BBSs, I don't recommend a blatant plug for your business, rather an offer of some sorts (i.e. Free wedding cake when you book your catering with us and mention Craig's List).
Recommended resource: http://www.craigslist.com
Offer A Download
OK, you're an expert at what you do. Right? Well why not offer a download with tips and advice from 'the expert'. Not only does this build credibility but its very effective. Make it a download at your website and it will generate a lead at the same time (if you use a fill-in form). Even if you don't follow-up on these leads, using a form allows you to measure the effectiveness of your website.
See it in action here: http://www.trumpetsoloist.com/rwaddell/guidetoweddingmusic.html
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EMAIL signatures are the text you find at the end of an email message. Using an email signature to add contact information and a link to your website is a very effective and a no-cost way to promote your website. EMAIL signatures also are very technique that allows you to advertise special services or other features about your services/products that you want to draw attention to.
Ask For The Bookmark
I rarely use bookmarks but then I'm not your average Internet user. The fact is that people DO use them. Sometimes just asking people to bookmark your website leads to an inquiry or booking. I recommend that you place this prominently throughout your website and/or have your webmaster implement an easy-to-use script that automates the process for a visitor with just a click of a button.
Search for a free or low-cost script at: http://search.msn.com/results.aspx?FORM=TOOLBR&q=bookmark+scripts
Tell A Friend
Tell A Friend scripts are pretty easy to implement at your website and inexpensive. I haven't seen these applications wildly successful, but they do work. Considering the time and expense involved in setting one up, I recommend using them.
An example of this type of application can be found at this link: http://www.sendtofriends.com
Seven more ideas ahead, including:
Develop a Wedding Planning Community, Cross Promotions With Others, Offer A Referral Program, Giveaway/Contest, Newsgroups, Build Out Content, Backward Links