It's pretty hackneyed to say that Web marketing is the wave of the future, so I'm totally not going to say it. But I will say that, done correctly, it's a great way to inform, entertain, build community, entice future clients, establish identity, gain exposure, and even—if you must—show off your mad coding skillz with a little unicorn that prances around the edge of your page. I can't say I'm an expert at that last one, but the first six are the reason I went into marketing and advertising in the first place.

And to be blunt, having a Web site is pretty much the price of entry for businesses these days; having a good Web site is key, and having a really good Web site—in the sense of serving your customers and advancing your brand—can do a lot to set you apart from the competition. It's never a waste of time, money, or effort to find a Web marketer who knows what she's doing to put your business online and in the browser windows of your target market.

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