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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. Unlike traditional forms of advertising, visitors to your site, whether they followed a link or found you through a search engine, arrive there because they are already interested in something you have to offer. With that bonus in your favor, a well-constructed Web site is what it takes to convince them that they are in the right place.