By Jeanine Skowronski, MainStreet in New York.NEW YORK ( TheStreet) -- When business owner Duane Draughon launched his landscaping company's Website six years ago, he and his associates didn't put too much thought into what they were developing. "We started with a basic page site, posted pictures, put up some 'about us' info and let it rip," Draughon says. "No one called the site and it was really just a waste." Despite this failed attempt, Draughon and his cohorts understood that developing a successful Web site was becoming increasingly essential to a small business's success. So, when the company revisited the Web venture a year later, they decided to increase their efforts. "We hired a company and let them go to work," Draughon says. "They came up with a great design layout and they also had no out limits, meaning we had no rules on how many pages or changes as long as we paid the monthly fee." Five years later, Paverstone Design Group's Web site gets more than 300 visitors a day. Following its Web site's redesign, the construction company has been featured in local papers and on CNN. "Eighty-five percent of our business comes from the site," Draughon says. "It's like we're bigger than our market, because now we're getting calls to work in other states." Draughon's story highlights what a successful Web site can do (or not do) for a small business. Establishing a Web presence is important because consumers consistently rely on the Internet to cut out the middle man. Popping up first or second on a search engine list can net more business than word-of-mouth recommendations or expensive marketing campaigns. However, your design must go beyond buying a domain name and adding a few lines of text. "The Internet is getting more competitive everyday and search engines like Google are constantly advancing, creating increasingly sophisticated ways to index and rank the Web," Brenda Rowe, a spokeswoman at SiteSell, says. "More than ever, it is essential to create original, high-quality content to generate and sustain that free traffic."