As a business advisor, I often see smart, creative and well-educated people ignore the essential requirements for building a successful business. Generally, it’s because they’ve allowed themselves to be convinced an online (or digital) business is different. It isn’t. A website is not a business. It’s a marketing tool. If you want to make money with it, you need a solid sustainable business behind it. Build your business first, then build a website that works to market it well.