There are a lot of ways to generate the traffic for the website.Participate in social bookmarking,directories submission and do article marketing. These will drive more traffic to your site.
you can post your site in classified sites from where you can get daily visitors, bookmark your site in social bookmarking sites
Link build. One way is putting a sign here and other forums related to your web site or even creating your own blog with quality content.
If you are looking to build for the long term then its all about proper SEO. You won't get quick results, but if you can convince your boss of the long term benefits he should agree to it. Until then I would suggest a PPC campaign.