We have found the following to be very effective in building and sustaining traffic to our Web site. I hope it goes without saying that Web site sales are directly proportional to traffic!

1. Get listed with the major search engines. Don't do it yourself -- it is very time consuming and there are plenty of inexpensive ways to get it done.    SubmitPlus
   
2. Utilize traditional and Internet-based news releases.
   
3. Engage in strategic mutual link development. This is quite important -- 25% of our traffic comes to us via these links! This takes time, but is worth the effort.
   
4. Participate in newsgroups and listservs. Don't advertise -- provide useful information. Let your "signature" do the advertising. Don't become a pest.
   
5. Include your URL on EVERY thing: telephone answering machine, literature, business cards and stationary, traditional adverts, etc. We had some T-shirts printed with our homepage on the front and URL on the back -- they are great conversation starters.
   
6. Develop a newsletter -- preferably e-mail based. We did, and in about a year generated a mailing list of over 5,000. This brings traffic ... and sales. Got a new book? Let your list know about it -- at no cost.
   
7. Write articles for journals and periodicals that relate to what you do. Include a byline with your URL, of course.
   
8. Make sure you are using a "signature" with your e-mail and include your URL.

KEEPING VISITORS

1. Content, content, content. Your site must say something, teach something, provide valuable useful information. This is the most important element of any successful Web site. Furthermore, this information must be dynamic -- kept up to date and always changing.
   
2. As noted earlier, Web site navigation is very important. It must be easy to find anything within your site and it should not be impossible to "get lost." It is amazing how many Web sites ignore this important element of Web site design.