Goals: Back to the basics
Two most important things your "ad" should do
These two concepts should be your guiding light. Tell people what value you provide, what need you fill, and why you're better than the rest. And tell 'em what you want them to do. And test your assumptions.
Test your web site
Test and Measure using A/B Splits. If you think you should feature one product, and your partner thinks you should feature a different product, do both. Use two parallel sites. Market both of them and see which one works best. It costs almost nothing to create a carbon copy of your site and modify it slightly to test a theory. And do this continuously.
You should constantly test variations of your site. This way, your web site
will evolve over time to be the most efficient marketing machine possible.
http://www.oqo.com/ (Is this a good one or a bad one?)