If you’re like many massage practitioners, you already have a Web site, are preparing one, or are seriously considering dipping a toe in the Internet waters.

But be aware: Deciding whether your practice will benefit by having its own Web site is the easy part. Once you make the decision to go online, you can expect to encounter some potentially costly pitfalls.

Early computer experts designed the Internet’s first Web sites. These hardy pioneers were comfortable in the arcane world of computers, but most were woefully lacking in communications and marketing skills. The result was a flood of Web sites that accomplished little except to make their sponsors look silly.

That's changing now. In recent years, Web design has evolved into a sophisticated combination of art and science. Today's best sites are powerful marketing and communications tools.

Michael Stusser is founder of Osmosis Enzyme Bath & Massage in Freestone, California. He feels that his professionally designed Web site has been an excellent investment. "It brings us five to 10 appointments per day," he says. "We’ve also had a lot of success selling gift certificates directly online."

Stusser, whose spa employs 50 people, is a pioneer of sorts in Web sites for spas. His has been active for nearly five years.

Of course, not every Web-site owner has enjoyed Stusser’s success. Plenty of the old clunker sites are still around, and still more show up every day. Here's how you can make sure that your site - whether it's in the planning stage or is already a reality - isn't marred by one or more of the most damaging Web-site errors.

Remember, a poorly constructed site will be viewed as just more clutter on the information superhighway. Steering clear of the Seven Deadly Sins cannot guarantee a blue ribbon for design and effectiveness, but an informed effort on your part will help to unleash the full power of your Web site, lifting it well above the majority of your competitors.

7. Failing to make full use of “meta-tags” so that Internet search engines can locate your site.