Web sites are many things to many people, but in the end, they are at their most basic a great marketing tool.

People market their goods for sale in online shopping carts, their services for use in brochure sites, and even their thoughts and ideas for anyone who is interested in web logs, better known as blogs.

Did you know that now more than 70% of users search the Internet before turning to the printed version of the Yellow Pages? Why do you think the Yellow Pages has its own web site? They know where people are looking and they are taking advantage of that by taking the lead. The Yellow Pages and many city guide listings offer to put your business in front of more than 30 million people every month, this turns into a local search right in your own Internet backyard! Whether users are searching for a manufacturing company, a restaurant, or a daycare center, more and more people are turning to the online Yellow Pages and city directories for products and services from local providers. Yet for some business owners web sites have become an afterthought – something they think they need, just like a Yellow Pages ad, but have no idea how to utilize their ads or web sites to their maximum potential.

As a business owner, one of the first questions you should ask yourself about your web site is this: does it reflect my business in a professional manner? Go out on the Web and search for other web sites with a business like yours; how professional do they look? Very professional, somewhat professional, a little bit professional, or something-a-novice-threw-together-for-fun? How does your web site compare to these? Do you feel your site is at, below, or above the average web site in looks with a business like yours? If you feel it is okay, can it be better? Are you afraid of something better? Why?

Here’s a tip: don’t be afraid to have a web site that looks highly professional even if you don’t feel your business is “there” yet!

In dealing with new web site owners, more than once I have experienced a business owner’s fear of looking “too professional”. How can this be? Don’t you want to come across as a smart and professional business? Even if you are just starting your own landscaping business you should have a good professional-looking web site. Ever heard of putting your best face forward? Well the same goes for your web site. It needs to look good in order to attract more buyers or clients. If you have a landscaping business and want that million-dollar home owner to hire you, you’d better be prepared to show your stuff in the best way possible. Essentially it’s like going to an interview with a potential employer – clean, dressed well, looking the interviewer in the eye and speaking well.

Your web site should do the same. Be clean and clear of flashing bells and whistles, have a good graphical layout, be able to stand under the scrutiny of a savvy user, and use good marketing language to appeal to that user’s buying power. How do you get your web site to the next level? Your best bet is to hire a good web designer who understands good design, good usability and has a little knowledge about how to market your business on the Web. You could also request a designer or design firm to assess your current site. Some may charge a fee for this, so be prepared to pay.

So, okay, let’s say your web site looks good; your next question is: does it tie in with your other marketing campaigns? In other words, does it match your printed materials, or better yet, do your printed materials match your web site?

Is you company’s name consistent throughout your marketing campaign. Is it “Widgets R Us” on a brochure, “Widgets R Us, Inc.” on your business card, and “WidgetsRUs” on your web site (not to be confused with your domain name www.widgetsrus.com)? Keep your name consistent, it’ll be easier for people to remember. Is the same font used for your company name or does it change from one printed marketing piece to another?

Speaking of your domain name, does it have your company name in it or is it a good reflection of what your business is about? For instance, if as in our previous example, you are a landscaper, is it www.joeslandscaping.com or www.yourbestyard.com and not www.joesbusiness.com.

Do your brochures and business cards reflect the look of your web site? Do all these advertising venues tie in together somehow? Do they carry the same contact information, have your logo on them, and most importantly, do they have your web site address printed on them? If not, get it there. Your web site has the potential to produce actual paying clients, and if you’re not marketing your web site properly, you are losing out on potential sales.

Your web site is your 24/7 store front, and your best marketing campaign. It allows people to visit your business when you cannot be there yourself. So get with it. Put your www out there, everywhere you can; bumper stickers, hats, business cards, shirts, brochures, Yellow Pages ads, and make your web site visible. Use your web site to its maximum potential and make it work for you.