The main options of site promotion are:
- Promotion in search engine organic results.
- Advertisement campaigns.
You definitely need a very good web site to be on first lines of search engines. It should be useful, interesting, good-looking. The articles should be informative, unique, the photos should be of high quality, the structure should be simple.
Web site project starts with vision of how it should be promoted. It significantly reduces budget of promotion in future.
One of promotion options is black methods. They can give non-target traffic (random visitors or robots), in the worst case - the site can be banned in search engines. We never use black methods.