Two words: Sticky content.

Sticky content is information (web site content) that makes people stick around and return for more. Examples are how-to articles, tips and tricks, beginner’s guides, and any other free information that your clients and prospective clients would find of value.

Keep in mind that the more content you have, the stickier your site is. Sticky is good for at least three reasons: It gives your visitors a reason to come back again and again; it gives your visitors a reason to tell others about your site; and it demonstrates your expertise for people who are interested in your services.

With good content, you will be able to gather leads, acquire names for your mailing list, as well as offer good reasons for your visitors to tell their friends and colleagues about you.