The rules have changed!
Before the surge of the internet, the only way to reach a potential customer was through the conventional media. TV, radio, newspapers, magazines and direct mail were the main options for advertisers. None of the above could be considered inexpensive and you were paying to advertise to people who may not have been interested at all in your offering. While the traditional advertising methods are fine for the big car companies, fast food restaurants and breweries, they are terribly inefficient for us small companies.
A website allows you to tailor your advertising to the buyer who is looking to purchase your product or service. They have sought you out. They have an interest in YOU. All you need to do is give them enough information to make an educated purchase.

 Traditional advertising is still valuable.
Of course,  you should not  take all of your ad dollars and commit them to a web site. Your web presence should compliment your current advertising. A web site will not make you rich and famous overnight. However, for a relatively small investment, a site can bring you new business, solidify customer relations and help expand your company.

Your site also allows the prospect a way to communicate directly with you. The power of email is enormous. What other media offers an instant way to reach a principle of a company or organization? Providing your customers and prospects a way to reach you instills confidence in your company.