The old saying, "Build a better mousetrap, and the world will beat a path to your door," is proper as a metaphor for innovation, but it lacks a key component. The key is promotion. How will anyone know you built a better mousetrap if no one promotes it?

A website is no different. The best website is useless without promoting it. We all know this instinctively, but we often fail to take the next step. So, what is the next step? There are two basic things we can do to promote any website.

Search Engine Optimization (SEO) is a solid first step. Don't let the name fool you; basic SEO is not as complicated as it sounds. Your website should be mobile-friendly, offer quality content, and it should be easy to navigate. The content needs to target your audience. Any description should include keywords that a prospective consumer may use if searching for your product or service on a search engine.

Search engine optimization can be very complex when engaging in keyword advertising and other promotion techniques, but the basics are pretty simple.

The cheapest and most effective way to advertise your website is to place your website address on everything. Print your website address on every receipt, mailing, check, invoice, billing, advertisement, promotional item, etc. The more often people see your website address, the more likely they are to use it.

Purchase an inexpensive rubber stamp with your website address so you can stamp every box, bag, or shipping container that leaves your business. When you reorder printed items, you can add your website address directly to the new order.

These two techniques are simple and effective. With a little bit of effort, the world may be beating a path to your door.