Tweaking and editing your Web site to appeal to the broadest possible base of potential customers is a daunting task. Even the most HTML-savvy marketing pro blanches at the thought of constantly changing lanes on the information superhighway, and the natural instincts of many is to get the Web site up and running as quickly as possible, then leave well enough alone. This way of thinking will leave you at the back of the pack, say industry insiders. Tom Antion, owner of Antion and Associates in Virginia Beach, Va., is one of the nation’s leading experts on successful Internet marketing strategies. Author of the
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