(Businessweek) — Define your niche and then design your website to maximize your appeal to that niche, making sure that your marketing campaign emphasizes your company’s strengths, says Gabriel Shaoolian, founder and chief executive officer of Blue Fountain Media, a New York website-design and online-marketing agency. “This is not about smoke and mirrors. There are no gimmicks to doing business online. Your website isn’t going to drive your business model. It is your business model that will drive your website,” he says. One trend that you might consider is incorporating mobile Internet applications, such as iPad and iPhone, into your site, says Brian Morgan, CEO of Adventure Life, a boutique travel agency in Missoula, Mont. Especially when they are on the road, your customers are likely to access your site using mobile devices.