Just a few years ago, when somebody wanted to find out about you, they would go to your Web site. But now they don’t have the time to do that. Oh, sure, if it’s important they’ll take the time to visit your site. And if they’re serious about doing business with you, they’ll eventually get there. But it’s no longer their first port of call. And that’s important! Because it means you have to convince people you’re an expert BEFORE they ever visit your site.