Social media sites like Facebook and Twitter receive a great deal of attention in the press as savvy ways to promote a business. But Melinda Emerson’s post on the New York Times’ “You’re the Boss” blog reminds us that it’s often your company’s Web site which is an even more important sales tool. After all, much of the focus on social media is to direct and encourage more traffic to the Web site, where potential customers will (hopefully) make the decision to buy your product or service. Developing a high level of interest through social media can actually backfire if the Web site itself is confusing, boring or difficult to navigate. Many businesses have neither the time nor the expertise to build their own site and thus turn to Web site developers. Read more here about the costly lessons learned by one company as they contracted with an outside firm to create and maintain their Web site.