If you think just having a website is enough, you might be doing yourself--and your company--a disservice. Your best bet for drumming up business via your online presence is to make that website a really good one. Here are four principles to keep in mind when assessing your company website. These come courtesy of Infusionsoft, an email marketing company based in Gilbert, Ariz.

People are egocentric.

It's sad but true: We're out for ourselves--for the most part anyway. So you have to figure that, when people visit your website, they're wondering what's in it for them if they purchase your product or service. Instead of boasting about your latest product enhancements, talk about how the product will improve the lives of your customers.

People love to be entertained.

If visitors find your site both unique and entertaining, chances are good that they'll stick around. Infusionsoft execs suggest spicing up your site with compelling quotes, graphics, pictures, blogs, and interactive "widgets." That will increase your traffic, and it'll help you capture and convert more leads.

People want to be heard.

Websites that provide information, but don't promote interaction with you, are basically dead ends, say Infusionsoft execs, adding that "visitors will simply flip a U-turn and get out of there." Post a blog or forum at your site that allows visitors to offer their opinions and become more engaged with your company.

People want (valuable) free stuff.

Yes, it's a reality; people love giveaways. "Give your visitors something for nothing, such as a report, e-book, video, or coupon," execs say. "As visitors begin to interact, you can gather information--names, email addresses, and phone numbers. Guess what you just got? Qualified prospects who are engaged in learning about your product or service. It's a sales dream come true."