Assume your web site is going to be viewed by the oldest browser, slowest modem and limited number of palettes. You have prepared high-quality content but the problem is you only update it once a year. Set a realistic goal first that at the least you'll bring new content to it once a month and then increase the frequency. Rewards, Contest and Incentives. He'll sure return.
Contest is one great idea.
I know a site that just updates their visitors on what's happening to over 200 branded ezines and you know what visitors like it and return. Online game sites are becoming famous nowadays. Visitors too need sometime to play online. Give what they need and they'll ask you for more. Web surfers also shop around and they're looking for convenience on how to do it.