Give people a reason to seek your site out. What is it offering that is different than the competition or different even from walking into your business. Many times your web page will allow you to stretch your advertising budget further by putting more information up on the web than you possible can in 60 seconds on the air or within a print ad. Let the various forms of marketing that you use complement and promote each other. Not everybody views the web, but likewise, not everyone reads the newspaper that your ad is in or listen to the radio station your spots are on.
Marketing is instinctual, yes . . .
We all typically react the same way, defensive. No one can be all things to all people, although there are a few that are trying. Unless you have extraordinarily deep pockets, you will not achieve enormous success overnight . . . Like Mark McGwire, however, the more swings you take when you're at bat, the more hits you get. Remember though that with the hits you'll also get misses.