Even the most sophisticated Web site will underperform if you don't pay attention to the fundamentals that lead to sales. Nick Usborne believes that no site is complete without these five phrases:

Free. Despite its ubiquity (a Google search on "free" returns nearly two billion results) it continues to tantalize online visitors. Offer free downloads, subscriptions, trials, shipping or consultations.

Sign Up. Invite visitors to subscribe to an email program or newsletter. People check their email much more frequently than they surf the Web, and this is a great way to reach prospects.

Buy. Asking visitors to make a purchase is critical. "The word, buy is an instruction," writes Usborne. "It tells people to do something."

Now. "The Web is an easy-come and easy-go environment," he notes. "If you can't get people to act immediately, forget it." You want people to act now. Sign up now. Order now. Buy now.

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