Your web site needs a "why"

The web is crowded with sites that exist only because their owners thought getting on the web was a cool thing to do. But the web sites that consistently attract customers and generate profits do it because they have a specific purpose that addresses a real customer need. Your web site needs a "why" that your instantly understand, such as:

* delivering tons of useful information that's hard to get otherwise;

* offering speedy information updates that can't be gotten otherwise;

* presenting a far larger selection of products, or an easier way to compare options or colors; or

* producing customized reports or analyses for each customer.

Your reasons for having a web site won't mean much unless customers have a reason to visit it.