But just getting more visitors doesn't necessarily mean that you'll increase your profits. In fact, in many cases, it's almost exactly the opposite, because getting new visitors can be very expensive.

Step into the shoes of a typical Web surfer...

What happens when somebody is looking for something on the Internet?

Assume this is somebody who hasn't heard of you before (otherwise they would just type your Web address directly into their Web browser, or click a link in their Favorites collection) and hasn't already found a supplier (otherwise they would go directly to that supplier's Web site).

So they fire up a search engine like Google and type in some words about your product or service. They typically get thousands - and sometimes hundreds of thousands - of search results.

With luck, your Web site is in the first three pages of listings. Research shows that most Web surfers don't go past the first three pages of listings, and will almost invariably go for results on the first page.

Actually, it's not a matter of luck - it's all about careful search engine marketing to make sure that you're on the first three pages.

This usually means one of two things: Either you "optimize" your pages using various special techniques to make sure that Google lists you on the first page; or you pay Google to show your advertisement on the page.

Both of these are valid marketing strategies, but both of them involve some work and expense on your part.

If you sell a commonly-available product or service, you could find yourself competing with hundreds of other suppliers, and this becomes a time-consuming and costly exercise. Remember that all these other suppliers are also fighting for placement on the first three pages.

So it's a very competitive environment.

And I've only talked about a very small part of Internet marketing - that is, search engines. There are literally hundreds of other techniques for bringing visitors to your Web site, including: Publishing articles, exchanging links, Web rings, banner advertising, sponsorship, media releases, e-zine advertising, and so on.

But of course the more of these you pursue, the more you lose focus - not to mention time and money!

More importantly, even if you do get these people to click on a link in Google and visit your Web site, it's another task in itself to convince them to buy from you. You have to overcome all their objections, fears, concerns and natural resistance to making a commitment.

The Internet is the least-trusted selling medium in history, so don't expect to get a flood of customers, even if you do happen to strike it lucky and get a flood of site visitors.

I know that I've painted a pretty bleak picture of Internet marketing. So I'll assure that you I'm not against doing any of these things. They are all valid, and can all bring qualified new prospects to your Web site - and hence to your business.

My point is that you shouldn't think only about getting new visitors to your Web site.

What's the alternative?

What if you could bring people to your Web site with little or no cost? And what if those people automatically trusted you? And they had already convinced themselves that they were willing to make a commitment and buy your products or services?

Would that interest you? I bet it would!

But where can you find those people (I hear you cry)?

Easy - they are your own customers!

Yes, I'm talking about the people who have already bought from you in the past. I'm suggesting that you spend at least as much time on using your Web site to provide a high level of service to your existing customers and clients.

After all, it's so much easier to sell to existing customers than to find new customers. Look at the advantages: They know (and trust) you, you can reach them easily, you can sell them additional services that complement what they've bought already, and you've already established a business relationship with them.

I know that this seems obvious, but most Web site owners miss this point. They spend all their time and effort marketing their services to strangers, while ignoring the gold mine of potential riches in their own backyard.

And, by the way, I'm not talking only about customers who buy from your Web site. I'm talking about all your customers.