In a movie called Field of Dreams an Iowa corn farmer, hearing voices, interprets them as a command to build a baseball diamond in his fields; he does, and the Chicago Black Sox came.

Kevin Costner was lucky in the movie. He didn’t do any marketing and yet the objective of filling a stadium full of people worked. The unfortunate thing about a website is that unlike the Farmer’s baseball diamond, it is lost in obscurity and unable to fulfil its objective unless you market the fact that it exists.

How we find websites is rarely due to off-line marketing efforts. It is usually arrived at by way of links we find while researching, search results, forwarded recommendations and social media or as a call-to-action in our online marketing.

So when creating a website be aware “build it and they will come” – to quote the movie, only works for people with voices in their head. You need to build an online community. That takes strategy. Get the strategy right however and Chicago Black Sox will appear.