“Advertising is the art of getting people to buy things they don’t need with money they don’t have”.  That statement predates the Internet by a number of decades, yet it is as true today as it was back then. A bit cynical? Perhaps, but let us not forget that in the Internet world people rarely stumble across a website without actively searching for something.  If you have what they are looking for, your job is to help them find it.  ..