The business principle of return on investment (ROI) applies to web development as well. To maximize return, a web site needs the right kind of traffic; without it a web site is no more useful than a strategic plan gathering dust in a drawer.

Think of launching a web site as launching a new product: it takes a well-planned media mix to get out the word. Depending on the characteristics of the site’s owner, here are some of the options by audience type:

EXTERNAL

	Current customers:   Integrate web promotion with existing promotions directed at customer list. Devise additional promotional strategy if web site has customer support features that augment or replace current support options.
	Potential customers:  Integrate web promotion with existing promotions directed at potential customers (i.e. ongoing advertising, direct mail, etc.) Establish reciprocal links with business alliants. Register site with Internet search engines. Send press releases to appropriate general audience and specialized publications.

INTERNAL

Employees:  Announce through existing in-house media and update them on web developments as necessary. Create site viewing opportunity for non-wired employees on intranet, kiosk, or disk. Encourage feedback on current design and content and solicit suggestions for future development.

INTERNAL/EXTERNAL

Incorporate web address into all company letterhead, business cards, and forms with external distribution (i.e. purchase orders, invoices). Use web address in employment advertising. If retail, promote with signage in stores.

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