Often, a website fails to deliver due to insufficient offline promotion. It is sometimes a matter of misplaced expectations. Understanding the reasons for disappointing returns and what you can do about it will make a big difference. If you want people to beat a path to your door, you need to show them the way. And you need to offer them reasons they should. Management needs to understand the added value that a website can offer. And they must communicate that value to customers – offline as well as online.