Remember when people used to ask, “Do you have a fax machine?” Now they just assume you do, if you're a serious business. The same thing has happened with the Internet. The question is changing from, “Do you have a website?” to “What's your web address?” The day is fast passing when a business without a presence on the World Wide Web can expect to be taken seriously.

Still, creating an attractive, useful and effective website is a large undertaking, and the potential for poor decisions is high, especially for businesses whose management has little or no experience with it. That’s why it’s smart to partner with a communications professional who not only understands the Web, including what it can and can’t be expected to do for your business, but who also has the ability to create meaningful content and a logical structure for your site.