Go On-Line Incrementally

There are a lot of companies spending a lot of money on elaborate World Wide Web sites only to be frustrated with the small amount of revenue their site is generating. Despite the so-called success stories you read about, very few companies are making money on their Web sites.
So if you're considering a Web site for your firm, take an incremental approach. Start with a very simple site and gradually expand it, keeping careful track of your revenue, your costs, and how much your current customers are using the site.
Even a very small service business today should consider a simple Web site--that I would call "an expanded business card." Keep the graphics simple, but have a few paragraphs of text that explain what your business does and why prospects should do business with you instead of your competition.
Even without programming skills you can create a few basic Web pages yourself using off-the-shelf software. Your only ongoing cost will be about $50 a month to a Web access provider.