A billboard is seen as people drive by. You don't just want to present information to people, you also want to gather information. And that's where forms come in. Every Web site should have, at the very least, a simple form into which visitors can enter their e-mail addresses. You can use these addresses to send newsletters and product announcements, for instance.
Most businesses realize the value of a mailing list.
Well, consider that it costs almost nothing to mail to an electronic mailing list, so if you're not collecting addresses you're missing a great opportunity. Don't hold your breath, though, because very few people will find your site. You must bring visitors to your Web site, and there are many ways to do that. Unfortunately it's also one of the hardest. Most people who try to get listed, perhaps three quarters, fail, even after three or four attempts.