Although somewhat moralistic, recognizing that easy way out does not exist softens expectations. Many Internet marketers suggest they work few hours to make huge sums. Frankly, I don't believe them. Working from your desk at home requires great effort, continuous focus, deliberate planning with plenty of creative adjustment.

Yesterday, a colleague from India and I mused about whether or not Yahoo penalizes because Google Adsense Ads appear on a site. What options exist if this is true? We considered eliminating Adsense Ads, but that cuts off any potential revenue even if it does limit links from Yahoo. On other hand, we could create a second site, similar to first, without Google Adsense Ads. This involves a lot of work, and who knows if it will work. All we can do is try, and having done one site, what could be so difficult about adding a second with some subtle changes?

It has never really been a big secret, really: only effective way to promote a website is by hosting unique, quality content. Search engine optimization and paid inclusions are a waste of time and money if there isn't a compelling reason for your visitors to come back once they have found you. Website sales only come from repeat visitors and user loyalty.

A business built on expertise must be represented by content - articles, columns, white papers, guides - that meets most discriminating needs. With your reputation at stake, follow these guidelines for producing website content that will bring your web visitors back, time and again:

Make it expert. Your clients come to you because they value your expertise, skill and taste; your website content is a reflection of your word, a continuation of professional client relationship. Never host material from a source that you can't personally vouch for, or to whom you wouldn't refer clients. Assume personal responsibility for every byline on your website.

Make it relevant and objective. Build content that people will trust - unbiased material that directly involves your clients and their needs. Don't roll sales pitches into your articles. Be an advocate for your clients and their interests, and use that awareness to inform subject matter you include on your website.