Sound marketing principles apply on the web too...
Maintaining an effective and professional looking presence on the web doesn’t have to be expensive or time consuming. Your business web site should reflect the unique style of your business, and most importantly, be informative. The web may have changed HOW you communicate information about your business, but it doesn't lessen the need to explain WHO, WHAT, WHEN, WHERE and WHY.
I advise business owners to develop and deploy their e-marketing strategy in phases, starting with a basic but professional web site that covers the five W’s. After measuring market response to the site, tweaks and expansions can take place in phases. The old adage that it’s important to choose the “right tool for the job”, is just as true today in the internet world as it was when we relied mainly on printed media. You wouldn't try to drive a nail with a sledge hammer, so why would you do more and spend more on your web site than is effective for your business?
