That tool is still primitive and poorly understood. To use the Web effectively as a tool for your potential customers, you must think about how to help them accomplish their mission. Make it easy to understand what they can find, and where to look for it. Make it easy for them to move around, retain a sense of orientation, and find their way back to something they saw and found useful earlier. Give them pages with enough meat that they don't have to click and click and click to find a morsel, and then have no idea where to go next.
Hypertext enables text to be nonlinear, which is powerful because thinking is nonlinear.
But only idiots make nonlinear jumps every two sentences. And only drivel can be written that way. Marketing as good citizenship in the marketspace To exploit the power of the Web as an infomercial you must draw potential customers to your site. You are, no doubt, already using the other channels at your disposal to publicize your site. What you may not be doing to the fullest is making your site a destination for those who are in your marketspace, but not yet ready to seek you out as a seller.