There is a piece of the internet and relationships that we don't think about much. The Net creates anonymity and distance between and among people. This is an especially critical notion for entrepreneurs to understand. When we're trying to sell our product or service on the Net, we need to develop creative ways to remain ‘in touch' with people, potential clients and customers. We must project friendly, close-up communication with folk the world over who may click on our web address.

How do we do this? Web sites need to include both what we want the client to understand about our business and our product as well as what the client thinks about and experiences with us.

Limited personal information and pictures about our company allow clients and customers to see the ‘real' people behind the anonymous web site. A page on the site that shows a smiling face of an owner or manager is like being greeted with a warm handshake at the door. The customer knows he/she is dealing with human beings when he can read about them and see their faces.

The other side of the relationship equation is providing opportunity for customer feedback. A rating form or ‘contact us' page opens the door for clients to respond to our company and the product or service we're selling. They can share their personal experience, positive or negative, with us and we can use that information to improve our business. We need to be sure to follow up on any negative feedback, to insure continued customer satisfaction.