There isn’t a big difference between must-have features and should-have features. Our recommendation is to have both if you can.

Use an auto-responder
Auto-responders are a low-cost way to help you meet visitors’ high expectations. People online expect everything in real time. They click. Things happen. They ask a question and they expect an immediate answer. They don’t care if you’re taking the night off or are on vacation.

Auto-responders buy you time. They instantly generate an automatic response such as, “Thank you for your inquiry. We’ll contact you within 24 hours.”

Such a response reassures visitors that you’re not ignoring them. Eventually you need to directly respond. There’s no substitute for good customer service. Most Internet hosting services and Web designers can provide you with auto-responders at relatively little cost.

Create an opt-in list
Knowing who your customers are enhances your business. Give visitors an opportunity to sign your “guest book” so you can capture their names.

Take this opportunity to capture as much demographic and psychographic information as possible.

One caveat: Promise complete security for your visitors and let them know that you will not re-sell their personal information. Assure them that what they tell you about themselves stays between them and you.

Send update notifications
One lure to capture visitors’ information is to promise them something they want in return. Since they’ve visited your site, presumably they’re interested in its contents. Let them know that when you update the site, you’ll notify them by e-mail—if they leave their e-mail address behind.

Toot your horn
Important businesses make news. Make your own news by creating press releases that tout your accomplishments. In addition to sending these press releases to media outlets, publish them on your “We make news” page. Be sure to also include links to any published news stories written about your business.