Have you been thinking that your Web site is as cost effective as buying shares in Bre-x? Or that you’ve been getting about as many surfers as the Antarctic? If your Web site isn’t generating leads, customer inquiries, or sales for your company there are probably very good reasons why.

• Nobody can find it. Probable cause is poor search engine positioning or a lot of competition for your primary search terms. You need to take the time to learn how to optimize your pages for search engines or contract someone to do it for you. You could also pick up traffic by targeting your pages for less popular search terms. Utilizing the free traffic sent to your site by search engines is without a doubt the most cost-effective way of increasing targeted traffic to your site. 
• Your target market is very narrow (not necessarily a bad thing). If you only sell Gingelsprockens, and in any given month only 3 people in the world are looking for a Gingelsprocken, your traffic will be naturally very low. However, make sure that your Web site will properly collect the leads from the 3 Gingelsprocken hunters per month. 
• People find it once, they don't return. They need a reason to return, perhaps a changing special on the front page. If they don't buy the first time it could be enough to keep them coming back until they see something they like. 
• Your home page loads so slowly people don't wait to see what you have to offer. Sure your graphics may be nice, but if they're all on the home page or not compressed properly, you have a problem. The home page is normally a little slower to load than the rest of your pages so don't overdo it. Compress graphics properly and if you need them on your home page make them a little smaller. Also if your server is slow this could affect the quality of the customers visit to your cyber business. 
• You’re collecting leads that aren't being followed up. Consider using an autoresponder to send out an initial thank you message immediately after receiving an e-mail. This helps you follow up on all requests; if it isn't a sale this time, you certainly want the prospect to return. If you have information request forms on your site, insert a check box that the prospect can check off to receive information regarding future changes to the site or product lines. There are many e-mail programs available that are designed to keep you in touch with your customers or prospects. But only use them if they have requested additional information or you can get a bad reputation as a spammer. The Internet equivalent of junk faxes.

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