When I took office, only high-energy physicists had ever heard of what is called the World Wide Web. . . . Now even my cat has its own page.
Most very successful service professionals have a web presence. Why? Because the Web is a powerful tool for starting and continuing conversations with potential clients. That said, using web marketing as a primary strategy for promoting your services, is not essential, nor is it necessarily effective for marketing your services. The Web can be very effective, but internet marketing is not for everyone and every business. If the Web is not right for you, then it won't be effective.
If you don't want to become an Internet marketing maniac, don't. Mastering tactics like search engine optimization, pay-per-click advertising, and the many other tools, are for those who want to spend their time online. If that's not where your passion lies, you'll quickly become overwhelmed and the last thing you, or I, want is for you to feel overwhelmed. If you are simply not driven to spend your energy learning a new technology, but you still want to leverage the power of the Internet, hire or partner with others who have the skills, talents, and desires that you do not.
These days working solo does not mean working alone—far from it. I have a team I work with full-time now that my business has grown beyond a one-person operation. But even in the beginning, I outsourced much of the work that I didn't like ...