The evidence is clear. Your audience conducts research online to self-educate and formulate purchasing decisions — and when buyers contemplate a purchase, they are likely to visit your website. It’s the inflection point for business in today’s online world. The best web design strategy must connect with your target audience at this point of need. Foregoing a website investment puts your business at risk.

Can you imagine going on vacation without checking out attractions, lodging and restaurants first? Or shopping for a new TV without reading reviews or comparing products and prices from competing stores? Online tools make it convenient for consumers to check everything from cars to real estate. But research shows that online discovery isn't restricted to consumers. Nearly 90 percent of B2B buyers use the Web to research the products they buy for their business.

Not that long ago, the direct sales rep was the source of information for buyers. Companies provided thought leadership with in-person meetings, presentations, brochures and catalogs. Today, it's hard to get a buyer you know to return a call, let alone connect with one you don't know.