Online Marketing: A User's Manual

Chapter 3

Company Websites

INTRODUCTION

Business is now as much online as it is in the boardroom, the storefront or the face-to-face meetings between executives. Your company website represents you online – it is the axis at the center of your web presence.

In the beginning (you know, say ten years ago …) it was enough just to have a website but, increasingly, your website needs to be more than a static presence. With a growing proportion of business and interaction happening online, a company’s website is a critical way to communicate with your customers and partner businesses.

Company websites are more than just the company brochure online. Your web-savvy and increasingly social users will expect news, real-time feeds, video and newsletter subscriptions with your site as the hub of your online activity. In essence, your website should connect any visitor to whatever they need to learn about, purchase from, or refer someone else to your business.

THE BASICS

Why do I need a website at all again?

If you are reading this book, I expect you already realize that it’s important for your business to have a website, but understanding why you have something is important. Just as you should not start a Twitter or a Facebook account just because everyone else is doing it, you shouldn’t ...