You have the same back office you've always had. You don't need to know anything about technology. It's a major business and it can be set up tomorrow. It's not hard, as long as you've got a flow of customers. Money can be made on the Net by advertising on your homepage in your particular area, though it may not be an efficient use of visual space.
People have limited attention spans.
And, your homepage is valuable real estate. You want to do things that will keep people there, within your domain. Sure, but it's a little dangerous unless you have the space right there to convert that into a direct customer relationship such as an order. I'd rather put up three hot buttons selling different kinds of services, products, stores, or catalogs, and get people deeply enmeshed in the process. That homepage real estate is too valuable to me.