The key to a web site's success is its ability to entice surfers to stop at that site, absorb what it offers, and return at a later date. This guide provides tools such as templates, checklists, and forms as well as proven techniques such as using e-mail, links, and online advertising to increase the number of initial users and repeat visitors to the site. This resource will prove invaluable to entrepreneurs, small business owners, corporate marketing managers, and consultants seeking the skills needed to make a web site successful.