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Let me 1st define what I mean by “successful business website“:

– it earns you money, or
– it reduces your costs, or
– it does both

Here are the 3 characteristics of a successful website: (see JK)

– clear purpose
– clear, attractive offer(s)
– clear call to action.

– clear target market
– sufficient theme-driven, content of interest to visitors
– sufficient theme-driven links from relevant, authoritative websites

Returning visitors
– interested, but timing wasn’t right initially
– builds trust so that when the time is right, your site is the one the visitor returns to