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Promoting a web site is the same as promoting any other business. It's all marketing. You need to determine who your audience (customers) are, where they hang out, what they like to do, then go to those places and advertise. Look for blogs, forums, etc. in your niche and participate in them. Try to get links from sites that are in your niche. If you have good content that interest your target audience then you'll start to get repeat visitors and also get natural links. That will boost you in the search engines which will get you more exposure.
Bottom line, it's all about having something others find useful then getting the word out.
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