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n Does it give us added value as sellers?
n Does it make it easier than ever to do business with us?
n Is our unique selling proposition emphasized effectively?
n Could we use online activities to sell and make rather than to

make and sell?
n Is our site properly integrated with the rest of the business?
n Is our site too clever to be useful to visitors?
n Does our site help build our service standards?
n Are we attracting enough prospects of the right kind to our site?
n Have we entered into the right online strategic alliances?
n Do we make it easy to do business online?
n Is our off-line distribution up to the job?
n Should we find ways to deliver more online?
n Do we really understand how to keep in touch with the ever-

changing search engine algorithms?
n Are we treating our site as a technology breakthrough rather than

a marketing and sales operation?
n Do we know how to use it as a sales and marketing operation,

because that is what it ought to be?
n Have we been persuaded by those with an axe to grind that a

website is merely an electronic brand building exercise?
n Have we a comprehensive strategy in place or was our web

presence cobbled together by junior “techies” after the chairman
returned from the golf course full of web enthusiasm?
n Does our off-line marketing support success online?
n Has our web presence enabled us to cut costs?
n Have we passed some of the advantages we have gained to our
customers in the exceptional value and quality of our offering?
Having answered the above questions or having received satisfactory
answers to them from your colleagues you are now in a position to do two
vital things. You can incorporate your online strategy into your overall
strategic plan: bricks and clicks carefully integrated, have a better record
of success than either bricks or clicks alone. You can turn that website that
cost so much to design and develop into a money machine.

Making the right connections 169