Companies that wake up to this notion and make the investment in e-commerce solutions now are going to reap the benefits. Usability testing shows that people don't read on the Web. People are looking for information and they want to get that information quickly. Use a bullet list or navigation bar instead of a paragraph with links highlighted throughout. A site has to engage users, give them a reason to delve deeper into the site.
Current content is probably the biggest reason for someone to return to a site.
We find that a lot of clients go into a project with the best intentions and the highest hopes of a truly dynamic Web presence. It is our job to make them aware of the time investment involved on their part. I always tell potential clients that the first step is to define their team and look at us as a member of that team. A dynamic Web presence requires a commitment on their part for the site to be successful. I am not a banker, but I can build a site for a financial institution with cooperation from their marketing, communications, and IS departments.