For some reasons, I cannot access the link to the article. Anyway, here are my thoughts on the matter.
I really believe in how a powerful web design could equate to a successful (and profitable) business. A lot of factors can go into play. However, it essentially starts with the hiring. In our case, we even went to hiring full time remote web designers from https://www.staff.com just to take advantage of the skills worldwide.
It's about investing in creating a good foundation for your business. Once you go online, you need to start with a good web design.