The Web differs from traditional marketing in that visitors expect something useful or valuable just for dropping by your site. And for that privilege they demand you toss them a bone. It could be a free report or a free subscription to a newsletter. Maybe it's a software utility that helps them work smarter. Whatever it is, make sure it is based on what your product or service truly offers customers.
Customers are somewhat more forgiving in traditional marketing.
But make a mistake with your Web site's offer and visitors will trip over themselves to get away. For visitors, the beauty of the Web is that they control the message. On the other hand, they almost expect to be hounded by junk mail, TV, and radio. You know, the interruption advertising we've all grown to hate. But they guard their exposure viciously when they're sprinting around the Web.