Economic downturn and the terrorist attacks may have put a damper on e-commerce, but there may never be a better time to enhance your Web capability than right now. Why?

The need for instant information hasn't changed. Indeed, this trend is accelerating. Recently, Converting took the major step of completely revamping its Reader Service system. Along with the old-fashioned paper bingo cards that must be mailed, we now publish a fax-back form, but more importantly, we've provided (for years now) phone, fax, and Web site addresses for all new-product items we publish.

This is in recognition of the fact that if our readers see an item that interests them, they don't want the only solution to be circling a number on a form, mailing it, then waiting weeks for a brochure to arrive. Think about your own information needs as you page through our magazine. Don't you want the information right away? Wouldn't you rather pick up the phone and dial a supplier's 800-number, or find them on the Internet?

Now think about wanting to be on the receiving end of information requests from your customers and prospects. Your electronic presence—be it a Web site, e-mail access, e-newsletters, etc.—makes it easier for people to buy what you sell. Here are some other reasons to act now:

Travel restrictions complicate face-to-face selling. Your Web site can help bridge the gap. Think of some of your best prospects as being stuck out there somewhere in the wilderness, itching to find the materials they need, but perhaps unable to fly to that conference or trade show to find it in person. Your salespeople may also be facing restrictions on visiting prospects. Break through the isolation, and help customers find what they need from you.

It doesn't necessarily have to be a full-blown Web site. Consider your own electronic storefront, linked to another site by a link. Start an e-newsletter for customers and prospects. Add e-mail addresses to your business cards.

You can position yourself to gain market share when the upswing comes. Companies that maintain their corporate image, through not only traditional avenues but also electronically, wind up looking like the industry leaders—and customers, once they have money to spend again, want to buy from the leader. Those without an electronic presence risk disappearing from customers' radar.