One of the huge advantages of the web is that the small can look big, and professional, and able to tackle any challenge, and most important, confident of success.

In order to achieve this on your site, you need to spend a little, perhaps a little more than you would like,  but the returns will be there when you generate the opportunity to over deliver to a customer.

On the other hand, the worst thing you can do, having built the expectation, is to under-deliver.

Sounds a bit like life before the web.

After the hype of the last 10 years, we are increasingly able to see the web as just another tool, and like all tools, you need the right one at the right time, and be able to use it effectively in order to get a result.