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Make sure your site is well organized so that it's easy to find information. The site should be pleasing to the eye. Check carefully for spelling and grammatical errors as they make your site less credible. Keep it current.
With all the above said, you need to provide your customer with the content/produce/service they are looking for. You need to make sure your Web site is meeting the needs of the customer. Continually ask customers what they are looking for and how you might provide that with your online presence.
We recommend the following resources for more on this topic:
How to be Found on the Internet
Options for Getting a Web Presence
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