A Web presence is much like radio, print, or television advertising in that your goal is to determine your target audience, capture their attention and motivate them to action. With traditional advertising it is sometimes possible to make a poorly-conceived advertisement work for you as long as you saturate the medium being used. This is not the case on the Worldwide Web. If your site is complicated, poorly designed and impossible to navigate easily, people will simply move on and probably never return no matter how well your site is ranked within search engines.