At a marketing workshop I attended recently, the subject of web sites naturally came up. One attendee was feeling the pressure to create a web site for his insurance business. Although he knew he “ought” to have one, he was obviously reluctant (indeed, suspicious) about the need, the cost and the benefit.

His reasons for not getting a site boiled down to:

Today, I’m going to examine reason #1. I’ll address reason #2 next week.  So let’s …