People find things on the web in 2 ways. Search (mostly Google) and word of mouth. That word of mouth is changing as people tweet, “like” on Facebook, txt, IM and email but I find a common mistake with start-ups, and I’m guilty myself, is to try and do too much. If you can’t explain it in a tweet its going to be hard to go viral. Too many times when you ask someone what they do, the answer is so abstract they could be anything. “We are the leading provider or software as a service blah blah blah.” Before you begin a sentence like that, go over to Twitter and try to describe what you do in a Tweet. Chances are you do a lot more than that but it will be 1 simple thing that your customers latch onto. Once they get there they may do many other things and its your job to make that easy but you’ve got very little time to grab someone’s attention. Be it your app’s name in the app store, the title that shows up in a Google search, a friend telling their friend about this great new service, if it takes more than a Tweet you’re not going viral. So find that thing, Tweet it and then build from there.