What helps a company draw potential customers to its web site?

In the next few posts I will provide you with the contents of an interview document that was sent to me entitled "What marketing strategies are used by web design professionals and search engine marketing companies to help a company draw potential customers to its web site?"

What strategies do you recommend to your clients to be more visible on the Internet?

How do you measure the success of your strategies for drawing potential customers to clients’ web sites?

What search engine marketing strategies have been most effective?

Have there been other strategies that you found effective?

Are there any ethical issues involved in implementing strategies?

Do you provide any guarantees to your clients?

It’s 2005. What does it cost a company, these days, to hire an expert to improve a company’s presence on the Internet?

What do you think is important for me, to know about helping a company successfully attract potential customers to their web site?