I think Jim Westergren said it best:
Don’t make a web site to make money, make a web site to the benefit and help to your visitors and you will see that the money will come.
This is hard for many people, including me. We want to see ROI sooner than later, especially after investing time, money and effort in to such big projects. However, if we give people what they want – good, quality information and products, “…the money will come.”