Make sure you budget for both.
Many people judge the success of their Web site by how much traffic it generates.
But it may not be obvious that the more traffic you generate, the more money it costs to keep your site current and your customers happy. In cyberspace, this is the price of success. If your site is generating traffic but not a lot of revenue, selling these additional expenses to management can be a difficult task, especially if those expenses aren't budgeted. When our site went live in January 1995, we had no idea how much traffic we'd generate. When we were averaging 13,000 hits per day within two weeks of going live, we were flabbergasted.