The success of online marketing is predicated on a few important factors the starting point for any successful campaign is the website. In order to make a very attractive website a consumer will need to enlist professional web design companies. Each of these companies have their own respective specialization, some focus on search engine optimization while others on pay per click advertising. The prospective consumer will need to discuss with each firm what the most effective course of action would be recommended for their needs. Experts recommend that the consumer ask for detailed proposals in writing. This will help determine the cost of the campaign and what is the expected return on investment. Another important consideration is how long the website company has been in operation. Firms that have been in operation for many years should be able to provide testimonials of clients they have assisted in the past. Any firm that is not able to offer these referrals may not be suitable for the job.