Web Budgeting: What Makes Sense Right Now, Part 3 of 3

First, budget the basics for managing your Web site, search engine optimization and e-mail marketing. Then, budget the other Web programs with a critical eye toward the metrics of sales, profitability and scalability. Lastly, pore over everyone’s wish list of Web initiatives to decide which new programs to test and how much human and investment capital to put behind each potential opportunity.