For example, a site is effective when it differentiates your products from competitors in search engine queries. Add details about your company and products so consumer can easily locate them in local and mobile search engine results. This will come in handy for people on the go searching on their BlackBerry or iPhone for addresses or phone numbers. "While it's difficult to precisely gauge success with the 'why we're special' approach to design and verbiage, it works for the right customer, even if the purchase is made by another channel like phone or a third party reseller like Travelocity," he writes.