Finally, you've gotten them to your site. Now you need to give them a reason to click AND you need to have strategies to capture information.

Downloads Rule #1: Don't give anything away without getting at least an email from a visitor. I used to be reluctant to putting any barriers in front of a visitor to information, but I've found that people love to download papers (go figure). So don't be shy about asking them for an email.

How do you avoid bogus emails? Simple. We've all gone through "email authentication" routines, where to complete a registration, a link gets sent to our email that we need to click on. This works well.

You can also put in "email domain blocking" to keep out the bad guys, or in some cases, to get people to give you business addresses as opposed to yahoo or gmail accounts. (Depending on your biz, yahoo and gmail may be fine.)

Movies The new "must-have". Everybody loves movies, and if they say they don't, they're lying.

Gutenberg invented the printing press in 1439, and I believe that reading is an aberration in human history. We relied on visuals and audio information for millions of years, and just got into this reading stuff recently. The point is: I think the web is going to be moving very fast to talking to you and showing you stuff. CLICK HERE

Flash Make it move! Flash is a good low-cost way (think hundreds, not thousands) to provide something visually interesting. I'm a big believer in Flash. But it can get out of hand. Make sure your site doesn't look like a 3-ring circus.