The web is a medium in which your customer comes to you. If the customer is coming to you, they are already interested in your company or product. They come because they have a question about you or your product.
The web is a medium in which there is virtually no limit to the depth of information you can supply. You know those technical little details about your product that you’re so proud of? The ones that they told you you couldn’t put in your ads? On the web, customers can drill down through layers of information to find the details that they care about—and that you’ve been dying to share with them.
If those customers, however, come to you web site and find no more information than an ad designed for another medium, your web site has failed.
Go ahead. Put all that information you’d like to share with customers on your web site. The challenge is no longer to distill your message for a limited medium and a general audience. The challenge is merely to organize it well.