Bank of America is the virtual poster child for online banking with some 11 million users and an award-winning website. However, after two years of intense advertising of its free bill-payment service along with more than $100 million in foregone fees,* you'd think a search on their site for "bill payment" would take you to a pitch for its online payment service.

Well you'd be wrong. The first page of search results includes very helpful information on how to pay your credit card bill, but no mention of pay-anyone electronic bill payment or presentment. You have to click on See next 6 answers and go to the subsequent page to learn about online bill payment.

Let this be a lesson to add one more task to your marketing project plans:

Optimize site-search results

*Assume 1 million users times $5/mo x 24 months.