It actually is the web site. With bad navigation and poor site structure your site will be confusing and hard to navigate. Most users only spend 30 to 60 seconds on the homepage. If they spend most of that time trying to figure out where to go next chances are they will go to another web site that is easy to use.
Studies show that over 80% of people online don’t read, but they scan. Take the text you planned on using for your web site and cut it in half, then take that and try to cut it in half again. Only include important and relevant information.
Your design, especially the homepage, should be clean and not cluttered. If your site is too busy it may scare off or confuse the user. Web users are busy and they want to get straight to the facts or order a product. (see billboard design)
You want your homepage to be like a billboard. Imagine driving down the highway and spotting a billboard, you only have a few seconds to look at it, process the information, decide if it is for you and what to do next; call or visit their web site. Your homepage should be the same way; the user should know what you are about within a few seconds.
You will want to try to get a domain name that is either short, easy to spell, or easy to remember. Also, try to buy the .net .us .info etc. extensions if your budget permits. Try to include keywords or company name in the domain if possible.
You want your web site to match and flow with your current identity and other materials. Additionally, you will want to put your web site address on all of your printed materials.
You could have your neighbor or secretary design your web site, but owning a computer doesn't make them designers, just as owning a first aid kit does not make someone a doctor. It’s best to leave design and programming to professionals who knows what they are doing.
Your web site may look easy to comprehend on the outside, but to a search engine spider it looks completely different. A web site should be both people friendly, (Good Design, Usability, Navigation, and Content) and search engine friendly, (Keyword Density, Page Names, Site Structure, META Tags, Links, Site Maps and more). High ranking on a search engine is a huge asset.
With hundreds of millions of individuals now online, the internet has formed into groups called Social Networks. To attract groups, try starting a newsletter, blog, or even create your own podcast. Let your creative side show with these emerging technologies and let the party begin.