Today's internet has leveled the playing field for small businesses to better compete against companies with large PR and Advertising budgets. In order to utilize your website for growth, it's not about glitz and graphics! It's about search engine rankings and then conversion to where your want to web visitors to go. Write your web content with your Positioning Statement in mind. This will provide you with content that is interesting to your web visitors and hopefully search engines like Google.  Provide links outside your website and look for partnerships that will provide your link on their site.

Most importantly build it with the end result in mind – which should be movement toward a buying decision.  You can do that by creating mini-steps toward your conversion point (usually a lead form for more information if not an e commerce site).

Last measure your results with web analysis tools. Look to see how many new visitors to returning visitors you have.  How long they stay on your site.  What pages are they go to and in what order?  Compare to your original conversion plan and make adjustments accordingly.