Content is still king, and visitors judge web sites not just by their slick design, but by the information offered. Survey your visitors. Post the position paper in Adobe Acrobat format. Promote that particular page using your search engine tool, then track the results using your web site analysis software. As you are beginning to realize, the power of effective web site marketing is in making small, steady changes that benefit your target audience, calling attention to the changes, and measuring the results that those changes bring to inform your allocation of resources for the next round of changes.
Success builds upon success, one step, one improvement, one customer action at a time.
It's not rocket science, and there's no faster way to eliminate those horrible digital cob webs from stale sites. All rights reserved.