Chapter Four. Promotional Web Sites for Offline Businesses

Hardly anyone talks seriously about how to make promotional Web sites for offline businesses. Ecommerce gets plenty of attention, but there are many businesses that can't use the Internet directly as a sales medium.

There is, as yet, no way a hairdresser can do a permanent wave online; customers still need to go to the shop in person to get their hair done. Auto mechanics and building contractors still need to wield physical tools to do their jobs. Hospitals get more computerized and Net-savvy every year, but you still can't get thoracic surgery delivered to your door by going to a Web site, clicking on a “cure my disease” link, and typing in your credit card number.

But hospitals, auto ...

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