Search Engines
You can't just make sure that the site is fully integrated with the search engines, such as Google and then just hope for the best! Although this might work for more unusual products and services, it's not going to be much good if you are something more common like a financial consultant, a builder or a solicitor?
Make the Web Site Your Primary Source for Documentation
Too many organisations do not use the web site as the primary source of their product documentation. They still rely on heavy, expensive printed matter, that can easily be made obsolete by government legislation, product changes or pricing updates.
So make sure that your documentation is always sourced from the web. Make it the company bible and only print copies as required.
Not only is this method simple and easily keeps information up-to-date, it is also a good deal cheaper, than a conventional approach. The software to make it work successfully, is well within the scope of anyone familiar with something like Microsoft Word.
If you look at Independent Mediation, you will notice that all of the pages describing the different types of mediation, can be printed on a single sheet of paper for information.
Link the Web Site to a Conventional Marketing Campaign
Instead of distributing the document, which will probably be binned anyway, why not send out a simple witty and intelligent post card or other communication? This would ask possible clients to link to the web site or phone for more details!
Costs are reduced with this type of mail shot, as you only have the cost of the post card and the stamp. It doesn't have the annoyance factor of a phone call or a heavy mail shot.
Make the post card something that stands up in its own right and they just might save it or stick it on the wall. Then when they need it they'll contact you!
Often the best place to start this campaign is with an existing mailing list of customers, leads, friends and local newspapers, just telling them that now you have a new and fully developed web site.