I’ve been in business long enough to remember when websites were optional. It was hardly ‘the good old days’ – we used to spend $20,000 a year on a Yellow Pages ad – but they were simpler times.

Of course, we’ve all realised that’s no longer the case. Every business today needs a website.

Remarkably, however, most business founders I speak to haven’t asked the follow-up question. They know, absolutely, that they need a website … they’re just not sure exactly why, or what purpose their website needs to have for their operations.

So in one of my punchier Blackboard Fridays episodes, let me walk you through the answer. The purpose of your website doesn’t start and end with the HTML code on your homepage – but are you making the extra steps required to turn this expense into a revenue stream?