What would business websites look like if they were created with the businesses customers in mind? I have seen plenty that were essentially online brochures, digital versions of a brochure a business might have in a rusty old stand in a musty foyer (just kidding, foyers and brochures have their place, they are simply tools, I should not pick on them without their ability for rebuttal).

A website is also a tool. Like the power for world domination, it can be used for good or evil.

Website Evil: When a local small business invests in a website, then does nothing with it for two or three years. Their digital sign cordially invites me to attend “future” events that have already happened Several “comming soon” sections, from years ago.

Website Good: Current events sections with actual current events. Photos of actual people who still work there. Just like a dog and its owner, the website reminds you of the company it represents.

So how do you go about making a website that fits the company it is being made for? Glad you asked, here is what I think (feel free to add your own in the comments section)

• Determine what the company wants from a presence on the web
• Work with people in the company who will update content on the site
• Continuing education for each client about how to continually improve and use the website to achieve their goals
• Set realistic time sensitive goals for what the website can and cant do, and how much work the client company is willing to put into it every day, week, and month.

What this looks like to me is a partnership. Websites are no longer one time activities, sunk costs to incur once and forget about. Websites can be viral marketing tools, a customer relationship management solution, customer service contact point, and simply another face to interact and engage with customers who chose to use the internet.