If you build it, they won’t come.
Not breaking news: if you have something for sale, be it products or services, you need to have a website. Yellow pages, direct mail, word of mouth, newspaper, radio, TV: they all have a contribution. But Googling for a business, especially locally, is now the primary means for finding what you are selling.
But to get someone at the point where they want what you have, the web is the only way to be everywhere. Mobile phones allow out of towners to find you on the fly. Careful research for expensive products and services will invariably involve a healthy web search for options.
But being there – online – does nothing. No one will find you. Build your site and you are not done. In fact you have only raised your hand and said “I am in this market.” You haven’t gotten anyone’s attention or sold anything. Go Live Day for your new or remodeled website doesn’t mean anything to your customers.
What means something to your customers is what your website can do for them. Does it inform? Does it promote? Does it schedule? Does it organize? Does it communicate?
If your website doesn’t do anything more than exist, without active, relative information and calls to action, then it will fail to produce. It is the same as assuming that you are done being a parent when your child is born. In fact it is just the beginning. And you need to plan accordingly. Planning means steady updates, useful information, valuable tools. Be ready to help the customer, because your website is about you, but not for you.