People use the Web to do more than shop, they use it learn and compare. Your site's content—whether it's information, community participation, or a product or service offer—must be interesting enough to make visitors come to your site, stay, and keep coming back for more.

Your content should focus on your prospective customers' needs and desires. To do this, you need to make your Web store not only a place to buy things, but a place to learn and compare too. Your content can attract prospective buyers, and while they are learning, they linger and often make purchases. Consider these types of content for your e-tail site:

• Referrals: Refer them to sites than can provide information that your customers need to make informed decisions about your product
  
  
• Information: Include updated information on your site that is of practical use to your visitor, especially as it relates to your product. Customers will expect the information on your site to stay up-to-date. One way to do this is to provide product installation guides, as well as new tips and helpful troubleshooting information.
  
  
• Advice: Many customers need advice before making a purchase decision (and by making this advice available, you increase the odds of a sale). Consider listing industry or user reviews for your potential customer to browse through. Remember customers trust other customers far more than product advertisements!
  
  
• Other Tools: Consider giving shoppers an online tool to help them determine their purchase needs. Things like checklists, calculators and simulators give the shopper the ability to make the shopping experience a personal one. Examples include financial calculators, currency exchange tools, and customized tools (such as a simulator where you plan your home closet organization system).