1.They had all won "industry awards", i.e. awards given by other advertising people.

2. They had all been withdrawn by the advertisers because they didn't sell!

If you're using your website to promote yourself or your goods and services, the site has to have a lot in in common with any other form of promotional material - plus some peculiar to the nature of the Web.

Here are a few "rules" which are widely considered to be fundamental and essential. These all apply to the "home page", which is usually what the visitor sees first. These are in no particular order as they are all vital!

1. The first screenfull of information (without any scrolling) must contain enough to give the visitor a reason to stay. So, it must catch their attention and include something of interest and/or benefit plus something to convince the visitor that this site can deliver!

2. Text must be readable, regardless of the website designer or owner's colour preferences. You may think that the colour combination evokes a deep and meaningful mood but, if it isn't readable, the visitor won't read it! Simple as that!

3. Navigation must be easy and obvious. The visitor may be a Web beginner and may need to have navigation explained. It must be easy - not an IQ test.

Most visitors are looking for instant gratification - at least until you've captured their interest. Then, you can offer them the option of opening up a large image if you like. Most images can be optimised for quicker loading anyway.

The result of failing to address the above factors is simple. The dreaded "click-out"! Yes, you actually had a visitor on your site but they "clicked out" ... went somewhere else! What a waste - especially when it's so hard to get them there in the first place!

That brings us to the uncertain "science" of attracting and keeping visitors. There are many theories but no guarantees. Some companies will guarantee to get your site into the top five on Google (or whatever) in a category. We have to assume that they must only take on five customers in any one category ... and that their competitors are unsuccessful!

However, there are a few simple techniques which certainly seem to help.

Using key words and phrases in your Title, in Description and Keywords metatags.and in the CONTENT of your pages is recommended, especially early in the home page. This necessitates trying to imagine what the people whom you want to find your site might enter as search parameters.

Naturally, you may not wish to give out your home address and landline number but, if you have a business address, that should be there. Failing that a P.O. Box and a mobile number are better than nothing.

Put your web address (and email address) on any paperwork that relates to your work.

If, during your career, you've ever written anything vaguely original, look for eZines concerned with your field. Offer them articles, with the obvious condition that they publish your web address under your byline.

Why not start your own eZine? Especially, if a group get together to do it, there isn't too much work for any one person but you can offer something useful and interesting for others around the planet. And everyone gets their web address under their byline!

A growing area is that of people using the internet to search for local facilities. This is still under supplied. So, get together with local restaurants, your suppliers, bookshops or whoever and do joint promotions .... again, everybody wins!