It's all about...
...content.
I’ve said it before, but not as good as Tim Wall did at Church Marketing Sucks: Why Your Fancy Web Site Sucks
Yes, he’s talking to churches, but this applies to anyone. Like this:
Fancy web sites suck. So, here’s how you can keep things simple:
1. Write fresh, new content and put it on your web site.
2. Repeat step one multiple times daily.
Content keeps people coming back…
Amen, brother!