• Clearly articulate who you are, what you do, how you do it, and how your customers benefit

• Encourage a potential customer to expose himself as a potential customer

• Vector the message so that the visitor who is a potential customer will respond ( quality replies, not quantity )

• Attract the visitor's attention and wet his/her appetite to seek additional information

• Provide the visitor with instructions on how to obtain more specific details

• Communicate and stress the product's or services' marketable differences

Vector the message toward the specific market segment that the product or service addresses. Attempting to address the market universally will result in a presentation of mixed messages and appeal to no one.