Retail sales on the web increase at a rate we couldn’t have imagined a few years ago. Instant news is replacing the daily newspaper for all but local events. Music downloads have changed the way teens buy the latest songs. Corporate communications have migrated to instant e-mail. And the great majority of companies now have websites.
The great majority of these corporate websites, however, are little more than online brochures. Although that might be a good advertisement for your company’s goods or services, it does not use most of the functions available on the Internet. Your company’s website can be one of its competitive advantages, but it can also show a lack of ingenuity, thought or simple attention to how you might use the Internet. You have a powerful tool at your disposal; you must now learn how to use it. In addition, the Internet is interactive; it works in both directions, and you should take advantage of that.
Start by considering each of your company’s constituents and how they might use your website. These constituents are your customers, employees, suppliers, company owners and, if yours is a publicly owned company, the investment community. Read More.