As the web expands into so many different little niches, it's tempting to just stick with the free world and not even try to build your own, private, custom web site. Let me just say that for many, that is a good decision. It makes no sense to design a half-*ssed custom web site -- and if you don't believe me, ask someone who has.

MySpace, Facebook and all the other free social networking sites are powerful, albeit entirely generic, web options for any artist, author or business. And make no mistake about it, the cost difference between MySpace and something that isn't half-*ssed is significant.

So why do it?

Quite simply, if you don't control your own brand image somewhere, then you can't control it anywhere. And you can't control your brand message without a broadcast tower that you can dominate in ways that serve only you.

For many, a custom web site is just too expensive. If you do a custom site, you can expect to pay anywhere from $3000 to $12,000 in design costs. And if you want to constantly update you site's content you'll need a good content management system like GeneratorTools to run it. That's no small amount of money.

But if your business depends on having an accurate and compelling brand image, you really have no choice. The Internet is the fastest way for your potential customers to find what they want from you. A great web site doesn't guarantee you success, but it is the single biggest thing you can do to tilt the odds permanently in your favor.

And don't buy into the idea that if you look hard enough, and ask for enough favors, you can get a champagne site on a beer budget. Google "Web Site Design" and see the millions of designers out there trying to find work in this field. On the web, you always -- ALWAYS -- get what you pay for.

If you don't have the money, then find it. Talk to friends, family, ministry partners, your church, and your third party support team. If they all chip in, in return for endorsements from you on your blog and message boards, it's a small investment for a big cause. Your business depends on you being your own CEO. Rally the troops and get serious about the Web.

It's the single best investment you can make.