The next step is helping your customers make themselves a target for the exact results they are looking for. Shopping at a Web site should be as easy as buying a burger. Whether browsing through a magazine for ads or surfing on the Internet, browsing is still sorting through a bunch of noise until you find something that makes you want to explore. The goal is to get your customer in contact with you. The first contact your business makes with a customer is critical.
Many businesses spend enormous amounts of money on advertising, hoping to catch someone's eye.
They're hoping for success through advertising, without having to do a thing to follow up. Anyone would love to be lounging on the beach, waiting for the cash to roll in, and eventually you may get there. But if you think about contacting and following up with the customers as work, you're missing the point. The Internet is a live medium where people drop by to visit, but few sites get repeat traffic. Entertainment or news sites draw repeat visitors because the nature of what they do changes every day.