As you know, people don't go out of their way to visit a Web site unless it has information they need. Lee and McConnell nailed this one, too, with www.mountainboard.com. Information about the board, upcoming races and new ways to generate thrills are par for the course here; their target customers crave this information on a regular basis. Plus, when prospects visit the site, they're exposed to more information about MBS' products.
This article was originally published in the July 2000 print edition of Entrepreneur with the headline: Bull's-Eye!.
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