The four factors that go into marketing a Destination Web site are: strong on- and
off-page SEO that involves more than just search engine rankings; compelling content that drives conversions; synchronized on- and offline marketing efforts; as well as business management and
customer service that extends beyond the sale.
"The difference between a Destination Web site and any other is that all of the strategies above must be used together and you have to be at the top of your game with each one," deGeyter says. "Too often businesses focus on only one or two of these areas simply looking for a quick boost in traffic or sales. These boosts are often effective, but are also just as often very short-lived."