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What the Web Can't Do

So far, the situation looks good. A Web presence can save you money, enable you to improve marketing and customer service, and give your company the dot-com address it needs to look modern. Contrary to popular opinion, however, a Web presence cannot perform miracles for every company that builds one.

Beware of Promises Made by Web Consultants

One of the reasons I wanted to write this book is to warn people about Unscrupulous Web Consultants (we'll call them UWCs, for short). These are people who prey upon business managers who know little or nothing about the Web and rely on consultants for all of their information.

A UWC will tell potential clients anything to get the contract—even lies. Then, with the client's deposit in hand, the UWC will do whatever he thinks is best to make his portfolio of Web sites look impressive to future clients, regardless of whether it meets the current client's needs. Throughout the process, the client is kept in the dark about almost everything the UWC handles. And, at the end of the process, when the site is online, the client is handed a big bill for services rendered. Monthly or quarterly bills for management services rendered may also appear as long as the site remains online.

I've seen many people burned by UWCs and it makes me angry. Throughout this book, you'll find some of the UWC horror stories I've heard so you can get angry, too. But I'll also provide plenty of do-it-yourself information and tips for finding and working with Web consultants or designers so you don't have to worry about becoming a UWC's victim.

Please don't think every Web consultant or designer is of the unscrupulous variety. Most aren't. But in an ocean full of fish, there are always a few sharks. Don't let a shark get you.



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