Let's be clear: being on the web is not an option; it's survival.
The importance of being found on the web shouldn't even be a second thought for your business. The web is everywhere, which means your customers can come from anywhere. Once you have your company brand and your hard copy marketing materials ready, it's time to reach out to the 70% of potential customers who don't already have your brochure.
They have a need. You can fulfill it.
If they can find you.