Traditionally:

• You could rely on placing advertisements in the paper and buying some regular radio spots to bring in customers.
• You did not need to worry about your online presence unless you were selling products online.
• You could rely on your customers contacting you to ask questions.

That traditional paradigm is no more. Over 82% of all consumers go online to research companies, products and services before they set foot in a business, pick up the phone or click their mouse to make a purchase.

You need to be online and your online presence needs to be professional or these customers will likely be buying from your competitor. 

Your website should be the central hub of your marketing and advertising strategy. All of your advertising and marketing should direct current and potential customers to your website. You can control your website and use it to direct potential buyers to your business.