You might be able to do without sophisticated e-commerce and multimedia features, but your Web site better make real world business sense.

It should absolutely compel visitors to return. Don’t do this with gimmicks. Do it with basic marketing principles.

Know your target market. And know what you want to accomplish when visitors come to your site. Address these basics with the five “Ws.”

Who: The ubiquitous “About us” page is a necessity. Explain concisely what you’re about: “We are the world’s fastest and most reliable distributor of widgets.” It’s also ideal for listing phone, address and e-mail connections.

What: On every page stress benefits. Answer the customer’s question, “What’s in it for me?” You’ll attract new clientele and hang on to loyal, repeat business.

Where: There are two “wheres” to consider.

1. Contact information should be accessible from every Web page. If you want to drive Web visitors to your bricks-and-mortar store, consider a Web-based map, such as linking to MapQuest, www.mapquest.com.

2. Wherever visitors go on your Web site, don’t let them get lost. Navigating pages must be a snap. Have a navigation bar with all top-level pages listed. Augment it with relevant links that take visitors to logically related pages within the site. Make sure visitors are always only one click from your home page.

When: Your Web site’s a 24/7 doorway, but your bricks-and-mortar business probably isn’t. If your site promotes your offline operation, make your offline hours clear. Also explain how quickly visitors can expect responses when sending e-mail queries, and what hours they may telephone. Don’t wait so long to respond that they’ve forgotten what they asked.

Why: With a Web full of competitors, you must make it clear why you best meet customers’ desires. Fickle buyers are one click from leaving forever.

The real world business concept to apply here is what marketers call your Unique Selling Proposition, which goes hand in hand with your answer to “What’s in it for me?” The combination may look something like this: “You want widgets? We make the world’s most reliable widgets, and we’re the only company to deliver them exactly where and when you need them.”