Want readers to sign up for your newsletter or regular special offers? You need a “gimme” page—a section where users can be persuaded to give up some of their personal information (such as their names and e-mail addresses) in exchange for … well, something else. “Information has a price, Web site visitors withhold information about themselves and can only be persuaded to give that information up in exchange for something of value.

In many cases, this is an informative report, a keychain, a chance to win tickets to a ballgame, or a cash prize. I’ve even seen Web site owners raffle off a kayak in order to entice site visitors to sign up and divulge invaluable information.

Where it goes: “Gimme” pages should be linked to or even integrated into the page on which you ask readers to sign up for your free newsletter or your weekly specials. Yes, they need a reason.