If your product is primarily an impulse buy, you'll have to find another way to get people to your Web site. Another way to look at this is to ask how many items you have for sale. If you are selling a single product, the chance a Web surfer will purchase is low. If you sell a number of products, the chance someone will buy goes up dramatically. Usually it costs little more to sell many products.
Web marketing needs to be active to be effective.
Small business people may need to learn to do this yourself. A rapidly increasing number of people do surf the Web. But the number of blue collar families is substantially less than others, for example. Make sure your product or service is a match with Web demographics. Ask yourself these hard questions.