My definition of a traditional website is a basic on-line brochure. The Internet is loaded with websites describing all sorts of companies and their products and services. They may do an effective job of educating prospects on the strengths of the company, the key players in the company, and the features and benefits of the company's products and services. But who really cares? The only time I look at the About Us section of a website is to see if I know any of the executives. Many people use the traditional website to learn about the company so they can try to sell to them or apply for job. Do these types of sites really help sell your products and services? Rarely.

Now I'm not saying that you shouldn't have a company brochure available on-line for users to review, but if you are really trying to sell your products or services on-line, the traditional website if not very effective and you shouldn't be putting much effort into it. In fact, to effectively sell on the Internet we need to look beyond the website and look at how your prospects are looking for you. Are they using their phone? Are they using search engines? Are they looking at social networking sites (MySpace, Facebook, Twitter, LinkedIn, etc...)? When a user finds you, where are they landing on your site? On a general home page or on a landing page (or blog) that speaks to them and their interests? A recent example of how to effectively market on the Internet can be drawn from our future President, Barack Obama. His campaign was very effective by using all the avenues available on the Internet to reach his audience. He used MySpace, Twitter and Facebook to educate voters about him and his ideas. He used Blogs and video. He had people sign up for text alerts so that information could be sent to their cell phones. Using the Internet he signed up 1.5 million volunteers. Every one of his Internet sites was interactive where people could post comments and discuss issues. To be effective in today's environment, your Internet Marketing strategy needs to be far reaching and interactive. Traditional websites are not interactive.

This is not an easy concept to grasp, especially if you not Internet savvy. Many business owners that I deal with still want the traditional website where they can describe their products and services in great detail. But when I ask the following questions, sometimes the light bulb comes on:

• "Would you rather sell to someone in person or by handing out a brochure?"
• "Are you more effective selling on the phone or in person?"

Most will say that they are more effective selling in person. This is because in person their passion for their company comes out and their prospects can interact, can feel the excitement. Most people buy from people, not from companies. So the question is: "How can you take your passion for your company and convey that passion on the Internet." Certainly not by a 2 page About Us section or a company mission statement. You need to think of new and innovative ways to reach your target audience and build a relationship with them. Your Internet presence needs to provide the ability for your prospects to get to know you, so that they can buy from you. This requires a different mindset from the traditional approach. The traditional website may not be dead, but it is dying.