To everybody's surprise, most companies look at their websites as just an indispensable cost in doing business and not as a good venue for attracting an audience and in turn, gaining new clients.

To help convert a non-functioning website into a powerful Internet marketing and sales tool, here are five strategies that one can use:

Check if potential clients will be able to find your business on various search engines.

Many companies do not make use of the growing popularity of search engine optimization, but the Internet can help you in more ways than one. Reports show that 80% of those who surf the web are able to discover new sites because of search engines. Not only that, 85% of web users finds vendors and solutions through the Internet, again, because of search engines.

A well-planned and properly carried out search engine optimization drive can encourage many to visit your website, more often than not for only a fraction of the price of conventional advertising. Without a superior search engine ranking, people will only be able to visit your website through limited ways, like ordinary advertising and word of mouth.

Rely on quality of content to get regular visitors rather than flashiness.

Impressive media, like flashy audio and graphics, may draw visitors to your website the first time, but it is unlikely for them to return or even recommend it if they will not get anything substantial from it. If you want repeat visitors, who may be potential clients, then provide content that is highly valuable and indispensable. This will help establish your reputation as a company that has an expertise in a particular field, all the while building a certain level of visitor trust.

Create and develop a regular e-newsletter and announcement subscription system for visitors and potential clients who want them.

A well-planned and properly carried out e-newsletter campaign will help your company maintain a good relationship with existing clients and attract others. To send out informative content that your subscribers will find valuable and indispensable is a good way to establish trust while constantly building your credibility as an expert in the kind of service or product you offer. At the end of the day, your clients almost certainly will recommend your services or products to other people. Your e-newsletter can also serve as a venue for announcements of sales and promotions.

One survey revealed that that 82% of a thousand respondents, who all use the Internet, purchased something online last year because of an advertisement they received via e-mail. However, the study exposed that many individuals were more responsive to e-mails from businesses that they had initial contact with and had already established some kind of a relationship.

Make certain that the marketing paraphernalia you have promote your presence online.

Ascertain that all of your advertisements on print, such as letterhead, business cards, fliers, posters, etc. show the address of your website. Additionally, you must include the company's website address on your telephone message, every employee's e-mail signature, and in every television and radio advertising.

This simple strategy can direct a lot of prospects to the website for a little expense, but many businesses are not taking advantage of the marketing opportunities that websites offer and still stick to the old marketing resources they have.

Make certain that the content of your website is focused on costumer interests and needs, not the company.

Visitors are not really that interested in knowing about your company's history or how good it is. They will want to know the benefits of availing of your service or product. Unlike television or radio, you do not have much time to relay your company's so-called "unique selling preposition" via your website. Change your focus and you are more likely to be on your way to a better connection with visitors.