Step 4: Avoid the Bare Bones Approach
Most sites have just the bare minimum of information. Address. Phone. Office hours. Maybe a few images of their products.
You might get a local people to visit your site once, but why would they return? They can get all that information from the Yellow Pages.
The problem, again, is that providing fresh, compelling information is time-consuming and expensive. How are you supposed to run a busy business and be in the publishing business at the same time? You simply can't.
Step 5: Don't Keep it a Secret