Step 5: Don't Keep it a Secret!
Another common mistake: you build a site, but then don't let anybody know about it. How many people build a website, and then send out a press release to all the local media, send a letter to all their costumers, post a sign in the reception area, and add the web address to their letterhead and business cards? Very, very few.
If you spend the money on a website, but then don't do everything possible to drive traffic to it…well, you might as well just throw your money away.