Chapter 11

Building a Website That Engages and Sells


check Managing your brand identity on the web beyond the messaging of your own site

check Creating a strong website for engaging customers and building relationships

check Using design elements that enhance the stickiness of your website

check Developing a web marketing strategy

check Driving sales with landing pages, PURLs, blogs, and more

check Making money off web traffic

Not all that long ago, websites were little more than digital brochures that simply served as informational pages about a business, its products, and how to contact it for more information. Now, websites have become dynamic communities where ideas are shared, advice is given, and live engagement takes place. More importantly, consumers have come to expect websites to be a place where they can get comprehensive information about a product and the brand and engage directly with brand ...

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