Interactivity makes a Web site come alive. Adding a chat room, an online calendar, or a threaded message board to your Web site gives visitors a reason to return. Online data collection techniques will greatly increase the Web site value to you. A visitor who reads your carefully crafted site content and leaves may help you somewhere down the road; however, a visitor who visits your site and fills out a lead generation form, subscribes to your html newsletter, or donates through your on-line contribution basket, helps you immediately.

The visitor has a much better experience if he or she encounters something more than just reading material. Online chat rooms or threaded message boards give your visitor contact with people he or she would never meet otherwise, especially if tied to the theme of your Web site. Audio-visual enhancements, online interactive cartoons and games, and interactive e-cards are all features that enhance the experience of visiting your Web site.