4. Use site copy to its fullest
Any time users have clicked through to a detail page on your site—say, a page for a specific product or an "about us" section—they should be reading copy as informative and marketing-friendly as possible. Make sure your detail pages are loaded with all the detailed copy a reader would want, and also have the marketing angle you desire. Having the details of your products explained well is certainly a good start, but you should also be mindful that every click-through on your website is another marketing touch for prospects and clients. Put your website copy to work for that purpose, and make sure it fulfills some marketing goals as well—be it distinguishing your products from your competitors, promoting any sales or specials you might have, or just staying consistent with your company voice.