It obviously has to become an integrated part of the marketing mix. Including your URL on stationery may not be enough. Ideally, an advertising campaign could also be used to raise awareness. One method of making your Web site popular is to include it in as many search engines and directory listings as possible. Spiders, also known as robots, visit and read sites to create an index.
Directories are different to search engines, in that they rely on human perusal of Web sites.
Go to any of the large ones such as Excite or Yahoo to submit your URL, but remember to target UK-based resources such as Searchuk, which indexes anyway, Ukplus, Scoot and, for a fee, Yell. The last point to make about Web sites is probably the most important, and it concerns logistics. Allowing for 10 times the expected hardware capacity is a precaution that should be mirrored in your order-fulfilment procedures. If the site really takes off, you will see an increase in the number of orders taken. However, unless you strike gold and become the next Amazon, this is unlikely to dramatically inflate your revenues in the short term.