Right. A common thought among small business owners is "I should have a website because everyone else does." The details like content freshness, design aesthetic, or site speed don't even matter. So long as my-business-name.com goes somewhere familiar. But this line of thinking escapes the opportunity to drive business over the web.

In my experience, there's plenty of money for the consultant who teaches a business how to stop settling for their website as a commodity and start seeing it as an extension of their "brand".