There was once a time that all a business had to do to be part of the online world was to establish a website.

Often little more than an electronic brochure, many sites acted simply as a placeholder, giving visitors basic information and contact details.

Over the years, websites have become increasingly sophisticated. Static pages have been replaced with video and audio elements and traditional communications channels augmented with options such as online chat and click-to-call.

But now, if a business wants to remain relevant online, much more is required. Brochure sites have morphed into enticing storefronts where customers can browse, select and purchase with ease.

Where such capabilities once required big budgets and technical know-how, the rise of cloud computing has put them within reach of even the smallest enterprise.

Thanks to a host of new online services, virtually any business can now build a functional online store and promote its contents to the world. At last, a one-person operation can compete on the same playing field as a Myer, Aldi or Walmart.

The result is that, rather than wrestling with technology, small businesses can instead focus on creating a compelling offering for customers. The winner will no longer be the business with the biggest budget, it will be the one with the most creative approach.

When was the last time your business updated its website?