IF YOU ARE LIKE MOST small to mid-size businesses (not making your primary revenue through eCommerce), then most likely, your website is not your top priority. And you probably have a really good excuse; You either don't have enough time, it's not a top priority, the 'web guy' costs a fortune, you just put a website up a few years ago and think it does the job. But, whatever your excuse, you probably forgot that websites get old....fast.

When it comes to Google and Search Engine Optimization (SEO), freshness matters; and if your website is getting cobwebs, it's not a foregone conclusion that your potential customers are looking for you and simply not finding you.

I've learned some important lessons in the course of my real-world business education, and one lesson is that neglect is a destructive force, whether it be applied to an employee, a facility, a project...or a website. Technology moves fast, and websites, while business necessities should be seen as more than stand ins to the business card. Websites are employees, and very often -- if used properly -- can be a crucial tool utilized for growth, communication and infomation distribution.

DOES YOUR WEBSITE RESEMBLE A NEGLECTED STEPSISTER? Cinderella was a step-sister too. And with a little 'Bibbity-Bobbity-Boo' she was transformed into a powerhouse. Here are a few tips and tools for how you can make a transformation of your own:

FORMS. Information is valuable. Collecting information is basic administration that a website can easily do for $0.00 per hour, 24/7 with no benefits. And best of all, they don't make mistakes and they don't misinterpret. Websites can be utilized to collect information, queries, complaints, and more -- and if you're a mid-size or growing company, they can also assist departments such as HR in collecting insurance information, 401K information and more. Increasingly contact pages utilize forms allowing you to gather information before you have to give it out; effectively allowing you the ability to screen your inquiries, and achieving greater efficiency in the process.

NEWS & BLOGS. If Search Engine Optimization is important to you (and shouldn't it be important for EVERY company?!) then having a fresh stable of new information made available to the world is crucial. No one thinks they have news, but everybody has news! Truly, everything can be considered news if you know how to package it properly. Quarterly reports, company trips, sales meeting minutes, new products, new services, product deletions, service cancellations, birthdays, business holidays...the list is really endless. Search engines are looking at your site, and regular fresh content is a reason for them...and for current and potential clients to visit more often.

CORRESPONDENCE, NEWSLETTERS AND AD CAMPAIGNS. Thinking about creating a newsletter? Very good business idea. Thinking of creating an eNewsletter? Even better idea! While we all love holding a glossy, good looking pamphlet, the benefits of the eNewsletter can't be ignored. Not only are you saving on paper and ink, but you are also gaining instant trackability -- you can see who is reading your information and what information is seen as important. More importantly you are able to transmit the information immediately -- whereas in print newsletter you have to plan at least a month in advance, with an eNewsletter you can make decisions now that can influence tomorrow. Very valuable indeed.

VIDEO & AUDIO. Have you ever watched a child transfixed by a TV? We all are mezmerized by the moving image. And who likes to read? Not everybody. Utilizing video and audio on your website is an easy and increasingly affordable way to add a little 'Wow' appeal to your website. From facility tours, to video / audio product descriptions, site features, to videos of the company party, video can entrance as well as it can increase perceived brand value.

ECOMMERCE. Could your products or services be sold online? If so...why not do it! Turning your website into an efficient and reliable salesman can be great business. Flexibility is great customer service, and your website can work 24/7 and take orders at 3am if that suits your customer. Your website can handle order collection, shipping information, send order confirmations, and 'thank yous' without a single reminder.