There are millions of people world-wide connected to the Internet. But opening a web site doesn't mean you'll easily reach millions of customers any more than opening a store means customers automatically will flock to buy from you. Begin with your reason for putting up a site. If all you plan to do is publish your existing brochures and other print materials online, don't bother to build a site.

If you are not prepared to offer world-class, unbiased information and superb customer service, don't build a web site.

The web is not like print media. People don't begin at page one and read the pages in sequence. The web is a dynamic, interactive medium. People go online to find out what you can do for them and how you will do it. And, more often than not, they are at an advanced stage of the buying process when they start looking at sites offering a particular product or service. Something as small as a background color or a flashing image a person doesn't like can turn them off to your site forever. But nothing gets rid of prospects faster than blatant selling on a web site.

The web is all about information and customer service. The quality of your information and service is what will make or break your reputation online. If you run a car repair company, the web affords you the opportunity to prove your honesty by giving advice about how not to get ripped off by a mechanic. Tell people the first three things they must do if they ever are in an accident. List the questions they should ask before leaving their car with a facility. Explain their consumer rights. Give them lots of links to other online car information, including fair pricing for new cars, the web sites of all car manufacturers, car buying services that find the lowest prices and more.