3 Tips to Make a Small-Business Website a Winner

Another key to the website's success is its accessible yet authoritative tone: after all, travel recommendations only work if they come from a reliable source. "We put a big emphasis on providing trustworthy content written in a fun, entertaining way," Day says. "But it's not just about being a resource of information; we want to inspire and interest our readers so even if they don't go do an adventure, they still have fun reading about it."

2. A Value-Added Extra

Running her one-woman freelance business, copywriter Lisa Taylor was looking for a way to set herself apart from the pack. Her bright idea? The Cover Letter Customizer, an interactive site that allows users to input personal information and the specifics of their job hunt, then translates those details into polished prose. "I wanted to do something that would showcase my love of this medium, and geeky things like user experience, in my own voice," Taylor says. "Like everyone, I've written my fair share of regular old cover letters. As they are the underdogs of self-promotion, I thought it would be great to give them some time in the sun."

The site not only garnered Taylor a Webby Awards nomination, it has been an effective marketing vehicle for her writing business. "It has been a great lead generator," she says. "My analytics have shown parallel traffic increases between it and my blog/portfolio site, and it has also legitimized my voice and skill set in a way a boilerplate portfolio site never could. The whole experience has been a reminder of what valuable tool the web can be to brands of all sizes, including a brand of one!"

The strategy behind the Cover Letter Customizer is one any business can use. Produce a stand-alone site that fills a need or solves a problem in a clever, easy-to-use way, and you can draw attention to the rest of your business. And if that stand-alone site is nominated for an award, all the better.

3. Humor Helps

The pharmaceutical company Help Remedies takes an eco-friendly approach to consumer health, using biodegradable packaging and minimal dyes. But its main differentiator from standard drugstore brands is design and attitude, selling acetaminophen tablets under the brand name "Help: I Have a Headache" and bandages as "Help: I Cut Myself."