You may be a startup, or an established business of any size. You have a healthy pool of competitors, but you’re holding your own. You may be in a niche wherein some or all of the income you’re generating is steady, but somewhat passive in nature.

Your web site isn’t really much better or worse than your competition; in fact, just about every player on the field has a pretty weak online presence, so you’re OK for now. . .right?

Nope.

Have you seen anyone under the age of 80 flipping through the Yellow Pages lately? Of course not, because that thang we call the interwebz has superseded it as the go-to place for information on products, services, and who Kim Kardashian is (or is not) dating this week.

A web redesign is a big undertaking, yeah; it’s no mystery why companies don’t get excited over the thought of re-tooling and re–launching their web presences. But, like giving it up to the IRS for payroll taxes every year, it’s just a part of doing business—and one that can come back to bite you in the heinie if you’re not careful.

Web content strategies today have shifted dramatically, no longer focusing just on basic product and service information. Today, a corporate web presence does much more heavy lifting, developing deep-dive relationships, delivering business value, and driving repeat traffic.

How long do you think it will be before one of your equally complacent competitors wakes up and smells the opportunity? If you don’t step up and take the lead with your web presence, someone else will do it―and it can happen literally overnight. And if someone else makes a move before you do, you can kiss much of that comfortable market share of yours goodbye, right on the lips.

That ticking sound you hear? That’s the alarm clock that will soon be going off next to your competitor’s head. So at the moment, the opportunity is yours: Dust off your web site and the standard now. If you aren’t first-to-market with what your customer really needs, you’ll have to play catch-up to your competition. And nobody remembers the company that was second-to-market, do they?