It is very important to link to associations, chambers, trade journals, and vendors whose products you use or to whom you provide services because that link will increase the traffic to your website. So, call them and ask if it is all right if you link to their pages. It is very rare for anyone to refuse the linkage (assuming the product or service offered doesn’t violate their code of ethics) since the linkage is a good form of advertising and marketing for them, too.

Make that web page easy to use. If it is too complicated, visitors go elsewhere – probably to one of your competitors. Don't forget to set up a FAQ (frequently asked questions) section. Note the questions, and answer them for your visitors who hate to be left in the dark about anything.

Provide an address and a means of reaching you or your company. Nothing is more annoying to a customer than finding the company wanted and then having no way to get in touch with them. Once the individual realizes that, it is quite possible that questions about reliability and ethics may hove into view.

The internet’s power lies in its connectivity. So, don’t undermine it; build on it.

In addition to creating a level of awareness, you also want to make certain that your clients and customers remember you. Many people use incentive gifts for this purpose. If you decide to do this, make certain that the gifts are useful reminders of you and your company. We have all been handed strange little “gifts” that will never be used by us or by anyone in our companies, so if we later remember the company, it is not necessarily a favorable memory. Also, consider the fact that if everyone “gives” such an item, it won’t be memorable. I can’t tell you how many company pens I’ve received over the years. Useful? Yes. Memorable? No. The gift needs to stand out, last, and be used on a regular basis. If it won’t be, why spend the money to buy and give it? Items that are useful and can be put on the client's desktop will have good visibility.

The best gift you can give any client or customers is attention – solicit input, listen, and take action when you learn needs and interests. One thing you should do is solicit input from customers and clients on a regular basis and act on what was said if it is feasible, legal, and possible. Then let all of your clients know what you are doing with the information they provided.