THE SOLUTION
The key to that solution can be found in what people say to each other about their websites... "Who designed your site?", "Do you know a good web designer?", "I like this design", and (maybe), "What shopping cart do you use?"
In other words, most companies, most of the time, are focussing on design and technology.
SOMETHING IS MISSING...
Rarely does anyone say, "Who wrote your site copy?", "Who helped you decide what information to include?", or "Who helped you market your site?"
Am I saying design and technology don't matter? Absolutely not. Attractive, professional design and appropriate technology are critical for a successful business site. But not to the extent of investing 95-100% of the thought, time and money in only these two aspects of the website’s construction and use!
People come to your site for what you have - nothing else. And they buy because of how well you tell them about that. So for maximum effectiveness and profitability, you need to put more focus on two factors that are frequently under-addressed: crafting the site as a powerful marketing and sales tool, and promoting the site effectively.
Ultimately, it's not WEB marketing. It's MARKETING on the Web. The key word isn't "Web", it's "marketing". So make your site a powerful marketing tool and promote it effectively.
It is a BUSINESS TOOL, and, more precisely, a MARKETING TOOL.
