I had to add this page out of pure frustration of our industry.  Yes, this is going to be a rant, so prepare yourself in advance. Our industry spawns opinions that make absolutely no sense to me.  My current frustration deals with the argument of “ROI” and the concept of “a small business website's purpose”. Let's start with ROI.

ROI: Several other web pundits make the argument that you can not create an ROI argument for social media or even organic web marketing.  I fundamentally disagree.  Here is why, while you can not pin point ROI to perhaps a specific action, it still factors into the overall business activity.  If your business does not produce a positive ROI after a foreseeable future, you are going to pack your bags, and it’s “sayonara business endeavour”. So, everyone at some point in time has to look at their business expenditures as an investment, otherwise you wouldn't be doing it.  You "expend" marketing dollars in a calculating manner. You make every attempt to minimize risk, in the hopes of your marketing "paying off", and thus producing positive cashflow.  This positive cashflow contributes to your bottom line, which will hopefully be positive.
I understand that building a quality fan base on Facebook, does not guarantee me a higher return on my business investment, nor can its value be exactly measured, but I do have to believe that 1000 quality friends will probably help me drive my business more than 100.  I also have to believe that the increased exposure will eventually lead to an improved return on my "investment activities", and, let's not forget, that "time" is an investment too.  Don't argue with me about the fact that I shouldn’t calculate my business activities based on ROI.  EVERYTHING is ROI, especially time, which is the most valuable commodity of all.

I think this video does a wonderful job of explaining what consumers are thinking now-a-days.  After you watch it, tell me if you still believe ROI can’t be measured.
I would like to argue that the Great Disconnect is small business owners failing to connect with their consumer base on the web because they do not understand the immense amount of exposure possibilities available to them today.  Even if they understand that many of these possibilities exist, they simply fail to develop a comprehensive web visibility program between predisposed buyers and their company’s  product/service.  Therefore the business is disconnected from its true consumer base and subsequently loses out on potential revenue.
Let’s take this argument one step further.  Understanding the difference between "web presence" and "web reputation" is another key factor in your web presence ROI.  Having a “web presence” is one thing, actually assuring that your web presence provides a good reputation is another.  Forget just having a web presence.  A good reputation on the web will undoubtedly bring your company a better ROI on its web marketing activities.  When is the last time you checked what people are saying about you online?
Most people think of a website in terms of marketing & design. We don’t. We think of a website in terms of Sales and ROI. Your website needs to help you produce positive cashflow, and properly tracked, can tell you if it is producing a positive ROI.  
For most businesses a “keep it simple” web approach is the best option. Web visitors are coming to you because they need something. Thus, a website needs to address that need and relentlessly sell the product/service you are providing.  Which brings me to the second topic…..

Small Business Website Concept: Your website is NOT a marketing tool.  It is not the initial tool in your marketing/sales funnel.  It's a sales tool.  You may think of it as a marketing tool, but I’m about to change your mind on that.
Humor me for a second.  On your website, you really only want your visitors to do a few key things:  call you, email you, purchase something, download something, join mailing list, etc.
The rest is just fluff. Your goal is to convince that visitor to do something. Guess what! That’s not marketing. That’s selling.  Your website is not a marketing tool.  It’s a sales tool. 
If I were to go to your website right now, does it sell me on something, or merely provide me with some general info about your company.  Does it sell or does it merely serve as an online brochure? 
Your website needs to be a 24/7 sales bullhorn to the rest of the world.  You are selling your customer on the idea that you are the best solution to their need.  Perhaps you are able to conquer one of your customer's fears.  Perhaps you provide a logical financial solution.  It really doesn't matter.  What matters is that the website itself needs to provide an answer to the viewer's emotion.  What is that monster that stops them from selecting you?  You need to be that monster killer. 
Always remember, people purchase with emotion and later justify their purchase with logic.  Assure your website ties into your viewers emotion and your ROI will flourish.  I hope one of these days some of my colleagues will understand this.