Five Effects of a Site on a Service Business Brand

People will come, Ray! They'll come to Iowa for reasons they can't even fathom. They'll turn into your driveway not knowing for sure why they're doing it…. “Of course we won't mind if you look around,” you'll say, “it's only twenty dollars per person.” They'll pass over the money without even thinking about it.

—Terrence Mann, Field of Dreams

It is now almost unheard of to find a consulting, technology or professional service business that does not have a Web presence. But if you build it, will people come? And will they hand over their proverbial $20?

It is all too common to hear service business leaders lament, “We've spent all this time and money on a Web site, and we have no idea if it is helping us generate clients or not.” Essentially, they are wondering whether people are coming because the business built a Web site, and whether it is affecting their revenue stream.

Over the last few years, we have identified five major effects that a Web site has on service business branding and service business marketing. By evaluating how your Web presence stacks up, you can draw conclusions about how your Web site affects your ability to attract and retain clients.

Effect #1: First Impressions

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