Typically companies have a variety of goals they'd like to accomplish with their Web sites. The first step is to enumerate and rank the goals for the site. Without goals the site will lack cohesion and may lack value. Watch for them and be ready to build on them. The metric most often used for Web site success is the number of hits.
More hits is better than fewer.
But it's not a very specific metric and for most sites, doesn't relate well to goals. The technical info on the Web site contains the kind of material that the telephone technical support line covers. The right people are the ones you've built the Web site for. They are typically customers, potential customers, investors, possibly suppliers or the local community. Potential scouts, leaders and benefactors are a less well defined group.