Every business is different and has its special characteristics and challenges. But let's assume to start with that you have a service that people actually want, and you know who your best clients are.

Here are a few of the many common things that can go wrong no matter what business you are promoting.

1. Relying too heavily on search engines. It's fine to get to the top of Google, but that's only the beginning. How many of those who click through to your site take action? Once they get there via Google or some other search engine, then your content has to entice them to take the next step.

2. Anaemic website content that doesn't compel your visitors to action. Does your site content convey your core marketing message that lets visitors know you have the best solution to their problems? If not, then beautiful design and excellent search engine optimization are wasted. Too often, site owners spend a lot of money getting visitors to their site and give no thought as to how to engage them so they stay long enough to find out more and act upon the information they find.

3. Too much focus on flash, glitz and sophisticated graphics. The best sites are those where website design and content work together to project a harmonious feeling about your business and to underscore the purpose of the website.

The key to all of these is that the website your message matters more than the technology. Time and money spent refining your message will pay off because visitors will know why you are the best person to help solve their problems.

What's going on?

The old saying "it's not what you say, it's how you say it" comes into play here. What it comes down to is the language, the "voice" of your content.

Often we're so glued to WHAT we do, we want to describe it in detail and we want everyone to know the process we go through to get the results they want.

It's natural, because as entrepreneurs we're so passionate about what we do that we want the whole world to know. But it turns people right off because we fail to connect with them on an emotional level.

People make buying decisions emotionally first. Then they justify with logic. To get them to the decision point, you have to speak to their emotions.

Think about it. When you buy chocolate, do you buy it because you know that cooca is supposed to have health benefits, or do you buy because the divine taste makes you feel warm, fuzzy, luxurious [insert your own reasons here!] or it reminds you of something pleasant? I'm guessing that most of you do not buy because of the cocoa factor, which represents the hard facts.

People buy for their reasons, not yours. When you tap into the feeling response they hope to get, you have a much better chance of getting them to take action because you'll come closer to THEIR reasons for wanting what you offer. Because you'll relate to them on a personal level and not with intellectual ideas. Because they'll feel you understand them, that they're important to you and they'll be excited about what you can do for them.

Not that the facts aren't important. They are. But when you show that you genuinely relate to your prospect's experience, or the experience she wants to have, then you're more likely to get a positive response.