A web site is an advertisement. But it’s very different than most advertisements because your web site is an advertisement your customers actually go look for!

Consider traditional advertising: TV, radio and print. Ads are inserted where they will confront your customers and hopefully get your message through to them. This is push marketing. And there isn’t anything wrong with it. Push marketing does work, but imagine someone actually looking for your ad.

Doesn’t seem likely does it?

But that’s exactly what a web site does! It attracts people to it through word-of-mouth, search engines and other forms of advertising. The people that get to your web site are interested in what you have to say. They are looking for answers. And if you give them those answers they become your customers.

This is pull marketing and it is much more effective.

Instead of trying to break through the clutter and force your message on people a web site has their attention by the very benefit of the viewer showing up – it’s their choice to be there. And they are eager to know what you can do for them.

A web site is an employee

A good web site will answer common questions and even take orders! Imagine having an employee that works 365 days a year, 24 hours a day and never calls in sick or asks for a raise. That’s your web site!

A web site communicates

Your web site can let your customers know what is new with your company including promotions, announcements and press releases. You can give a full list of your services or products and really let people know what you do. You can give support to your customers and vendors. You can even offer "real time" communication with chat options and email. By adding a blog or forum you can create a real dialogue that goes beyond just you and them to create a real community.

Imagine if instead of you or your staff answering questions for your customers your other customers did instead! This may sound a bit scary if you are new to online marketing but the reality is this is already happening - just not on your site.

Your web site can be the playground of an entire community.

A web site makes you available

Web sites have become something of a necessity. Your customers expect you to have a web site. When people are looking for answers, most now check the internet before checking the yellow pages or even asking a friend!

Often when referring a product to friends the first question they ask is if there is a web site. The same occurs when talking to new prospective clients about my own business!

The great thing about having a web site is that it not only makes you available, it makes you available when convenient to your customers. And because your web site is "always on" you can even serve your customers in your sleep!

A web site can increase your company value

If you think you may sell your business or open it to investors a web site shows you are serious about your business. And it increases the value of your business.

A web site can craft your image

Building a rapport with your customers can be difficult but your web site can help you by reinforcing your branding. Your web site can also help craft your image by the way it is structured and by the content of the site.

In fact, your web site can level the field when it comes to your competition. Your web site can take advantage of niche marketing in ways your larger competition simply can’t. The barriers to entry online are getting higher but they still aren’t nearly as rough as the offline world.