He works 24/7 with no commission. He doesn’t take sick days or vacation. He’s able to convey all the positive aspects of your business with lightning speed, he engages most of your clientele, and he can literally be everywhere at once on a moment’s notice.

How much would that salesman be worth to you?

If the answer isn’t “priceless,” it’s probably pretty close. Of course humans couldn’t do this, but a stand-out Web site that’s well-designed and thoughtfully organized can. The first step is formulating a realistic budget to get you there.

According to Internet World Stats, more than 1.6 billion people worldwide are online this year, and they’re not just trolling for their old high school chum’s Facebook page. The Internet has revolutionized how consumers make choices, including where they decide to spend their money.

If your online presence is strong enough, any number of those 1.6 billion users could make your client list. If your site is non-functional or just plain dull, your “best salesman” won’t be living up to his potential.

So, how do you formulate the proper budget to make your investment in the World Wide Web a success? Think about the last time you had to make a major purchase, like a computer or a car. Chances are you did your homework. A Web site is an investment and requires just as much preparation. This budget how-to will help you get started.

Step 1: Determine Your Vision

If you don’t know where you’re going, how will you get there? Define the purpose for your Web site. What does it need to do? What does it need to communicate now, and where does it need to be years down the road? Essentially, you’re creating a vision for your business. Once this is established, you’ll have a clearer picture of the kind of Web site you’ll need to convey that vision. Now you’re ready to develop a realistic budget number to match.

Step 2: Define Your Expectations

What kind of results do you expect to see from this Web site? Is it supposed to generate revenue, disseminate information about your business, or both? Once you’ve defined your expectations, you can begin to identify the types of features that your site will have to include. If the goal is to generate high-volume online sales, you’ll probably need an e-commerce feature.

If your site is strictly informational and requires a lot of updates, a custom content management system can be a godsend. These are the kinds of things that you can’t afford to skip over if you want your Web site to produce real results.

Step 3: Establish Your Target Audience

You have to know who you’re talking to before you can start the conversation off right. Are you a wealth management firm courting middle-aged business owners? Maybe you’re marketing a boutique clothing line to the 20-something set. Now more than ever, Web sites are the first impression for potential clients. What kind of look and feel will they expect to find on your site — edgy, artsy, sophisticated? Search for a web designer who has been successful in creating the type of image you want. What kind of budget will it take to get them in your corner?

Step 4: What's Your Average Ticket Size

What kind of products or services will you be marketing through your Web site? Are you selling party favors for 50 cents a piece, or legal counsel for $300 an hour? Your average ticket price will determine how much business you can handle at once. Think of how your Web site can generate enough leads to meet that number. Should you do some rebranding, search engine optimization or automatic quote calculators?

You can flesh out your budget further by figuring out how much those features will cost and if the web designer you’ve chosen can handle that level of service.

Step 5: What Is A Bad Image Really Costing You

Think back to that 24-hour sleepless salesman and how much revenue he stands to generate over the years. How much was he worth to you — $5,000, $50,000, maybe $100,000? How much would you lose if he wasn’t pounding the pavement for you?

All too often, business owners see costs associated with a Web site as pure expense. In reality, with good planning and financial foresight, it could be one of the smartest investments you’ll ever make. How much you invest depends on the kind of results you demand.

You can’t expect a Ferrari at Hyundai prices. Knowing what to expect can help you plan for future musts and make the most of what you can afford now.

Keep in mind that your 24/7 salesman won’t be the only one out there. There are millions of Web sites competing for those 1.6 billion Internet users daily. Those web-savvy consumers expect to be wowed from the get-go. Research shows that it only takes five seconds for someone to give up on your site if they’re not impressed.

A lackluster site with poor navigation, broken links and minimal features will actually hurt your business. Adequate, up-front planning will save you money in the long run by avoiding two or three revamps to get you up to speed with the competition.