No one is quite certain in which direction the Internet is heading. But one thing is certain; for most businesses, marketing professionals have concluded that letting the Web pass them by is a risk they cannot afford to take.

If you are one of the many business owners, managers or entrepreneurs preparing for "e-business", here are the first six questions you need to ask yourself.

1. Why do I want a Website?
   Just trying to "keep up with the competition" causes many companies to build mediocre sites with no concrete marketing communications objectives.
   
   
2. Am I prepared to make the necessary, ongoing commitment?
   With more than 5 million sites currently registered on the Internet, it no longer matters whether you invest $1,000 or $100,000 designing your site. Design is only part of maintaining a successful Internet presence. What's more critical is that you aggressively market the site to its target audience, keep your content fresh & actively pursue new online clientele.
   
   
3. What is my marketing objective & strategy?
   Your Website has to have a purpose. Whether it be to convince a viewer to use your product or service instead of the competition's or to establish your company's brand awareness, you must determine one single fact you'd like to communicate to every prospect or customer about your business. Then, you must develop a strategy to specifically accomplish this objective.
   
   
4. What audience do I want to reach?
   Don't just put up whatever information you have now. Choose an appropriate audience & target your communications specifically to it.
   
   
5. What value can I offer my target audience?
   To create a relationship with your audience, find out what people need & how to get it to them quickly. Providing useful services & timely information is paramount to building rapport with an Internet audience.
   
   
6. How can I quantify my site's effectiveness & results?
   Much of the criticism of the Web is that not many people are making money on it, yet. However, a site can generate revenue in a myriad of other ways. Many sites are paying for themselves by cutting printing, communications & staffing costs. Other companies are successfully branding themselves & strengthening relationships with existing customers. And yes, some are profitably distributing their products online.