Your business Web site ROI may not be an actual dollar figure, but rather the accomplishment of clearly defined business objectives. You don't want to reach 30 million people, since they all have differing needs and buying patterns, and you couldn't service them all anyway. You only need to reach your target market effectively, so first define your target market and profile your customers. They hire a consultant to create the site and then sit back and wait for results. They either don't know their Web site address or forget to tell potential customers how to find them on the net.
Businesses do well on the Internet for the same reasons they are successful in the real world.
Their owners work hard to develop and promote the business, provide excellent customer service and offer desirable, quality products and services to a defined target market. In addition, they set realistic goals, have a plan and know what they expect to gain from their marketing efforts. Likewise, an effective and successful Web site works because it is implemented as part of an overall marketing plan. Web site information is continually updated, the site is maintained and results are tracked and measured. The Web site is promoted through traditional marketing methods and is designed to complement current marketing and sales activities of the business.