Depending on how it was constructed, it might be working against you. Your Web site could be providing every spammer in the country with easy access to your business e-mail addresses; it might be impeding the exchange of information between you and your customers, or customers and prospects might not even know it is there.

If you site just "sits" on the Internet, and it is neither saving you time nor money, nor generating income for your business, it is a liability, not an asset.

Worse, if it can't be found when prospects search for critical key phrases, you are losing the information battle. A carefully defined Site Plan can change your site into a critical weapon in your marketing arsenal that you can bring to bear on your customers and competition.