Where does a company's website fit in the overall marketing puzzle? Smack dab in the middle.

Everything you create to generate leads should point to your website for the full story. Think of a website as a silent salesperson, working 24/7 – not needing breaks and never putting in a workers' comp claim. It's there for you, round the clock – for credibility, sure — but often for leads and sales as well.

Nearly 350 million websites exist today, but just because you build one doesn't mean they'll come. How will prospects find your website?

People may be exposed to your message, say, driving by a big billboard, but they don't visit websites unless there's a reason to. You have to give them a good reason to click to your site.

There are just three ways a prospect will have arrived at your site. He or she either: