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Within your company's documentation and web presence there should be something that keeps interest. It doesn't have to be a blatant cry for attention, sometimes just a little goes a long way. Striking a delicate balance between information and visual aesthetics will be what draws and keeps visitors on your site. Giving the content to the search engines is great, but you also need to hold your viewer's attention.
Entertainment, children, recreation, sports, and even usually more traditional industrys are learning to make their websites fun as well as informational. Graphics, video, games, photos - all of these things can be used to make your website or print advertising actually return more business than if you had stuck to more traditional methods. Fun business is repeat business.
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