Exactly! Stickiness and the time spent on the site were problems that the owner talked to me about.

The bounce rate is about 73% and the time spent on the site is a little over 1 minute. Is that good, bad?

The site is structured much like a web-portal was back in the days. There's a TON of content on the front page which then leads further into the site.

The owner has been trying to keep visitors on the site by adding a forum, competitions, slideshows etc. There's no blog but he does have quite a following on the newsletter.

The ~750,000 unique visits (as it stated in Google Analytics), does that mean unique visitors or unique visits as in say 1 person visiting 750,000 times?

I'm not completely sure as to what numbers advertisers care about?

Thanks again for your replies!

I don't think analytics is counting unique visitors. I think it's unique visitor within the past 24 hours. So it could be the same people visiting once per day. But don't quote me on that. You should be able to see the returning visitors stats, see how that adds up.

Time spent really depends on the type of site. 1 minute is not that sticky though in my opinion if you're creating content and trying to get people to stay on site.

Perhaps your best route would be to open a dialogue with the current users and see what they do and don't like about the site. What they would like to see more of rather than just blindly guessing and adding features.