Once you’ve attracted visitors to your site, you should work to convert those visitors to leads and ultimately to customers. Your Web site should include the ability to capture e-mail address and other contact information from site visitors.

These leads can then be used as a marketing pool and can be sent periodic updates, newsletters, announcements and offers. Leads can also be obtained from other sources and be added to this marketing pool. Also, existing customers should be considered in your marketing efforts and be sent information relevant for them.

Some incentive for site visitors to share their information should be provided. Suggestion might be a monthly newsletter, a drawing for a give away, a free gift or workshop.

Once leads are obtained, an efficient system for storing and managing this information should be developed. You will likely want the ability to target communication to specific groups and track the results/success of each particular communication or offer.

An easy and efficient way to send communications to your leads or customers should be also developed. This may be as simple as sending an e-mail to a specific group using your normal e-mail program and recording the replies or calls that come in. Other options include automated e-mail campaigns, or development of an HTML e-mail utility for sending newsletters and offers and automated ways to track responses.