Marketing your Web site obviously plays a key part in using it as a marketing tool.The former ensures people visit the site, the latter ensures that they are kept interested once there.There is no sure fire way to build a successful site but experience proves that the site that has the most up to date information, the clearest contacts,the fastest download times and the least number of clicks necessary to reach information,will win out in the end . Visitors can be very forgiving even if a page takes longer to download as long as the information is useful. They will be less forgiving and extremely unlikely to return, if the page takes ages to download and they then have to click through several more pages to find what they want.Finally, with your Web site on line you should track its traffic, Counting the number of hits that the site attracts per month is not sufficient. Tracking software will tell you how many sessions have been logged, that is, how many individual visitors have accessed the site in a given period. A geographic breakdown will let you know where your traffic is coming from and statistics will show which search engines have been used, which keywords found your site as well as which pages were viewed the most.Statistics can be analyzed so that you know exactly which browsers were used, how long each session lasted and whether any inquiries resulted. Regular analysis of statistics can yield a mass of valuable information about your visitors and their activities. This information can then be used to plan future development of the site. The Web aline will not guarantee a business success and nor should it be expected to.Using the Web as a marketing tool must be done wisely. Total reliance on the Internet would be as foolhardy as relying wholly on the telephone directory or a postcard in a shop window to promote your business.Used in conjunction with other marketing tools such as PR , direct mail, exhibitions and conferences, advertising and integrating it with existing marketing strategies, the Web becomes an increasingly valuable markering tool in its own right and certainly one that cannot be ignored.