As the Internet itself matures into a universally recognized business medium, how does one go about establishing a Web presence?  In the early days of the Web, most companies were satisfied to simply put up a digital version of their company profile online and hope someone will spend the time to view that information.  Though the approach is still frequently seen, it is becoming apparent that your average Internet audience is developing a more sophisticated eye and raising their levels of expectation of what constitutes a 'professional' looking Website.  Websites that doesn't look professional can potentially project a negative image and induce a sense of mistrust.  The net effect could prove counter-productive to any company that is striving to connect with their customer or clients.  Unless you plan to have on staff a professional Web designer, the best solution usually is to hire  a professional consultant who can work with you to customize a design that will fit your business best.  For some businesses, dazzling graphics and cool 'Flash' animations could impress your intended audience. For others, a more functional and easy to navigate Website could be what your intended audience expects. So in preparing to create a professional Website, the old adage is key:  know your audience!