Making the Web Work For You   

There are vast numbers of sites out there and loads of Web designers to assist, yet most sites fall way short of customer expectations. I believe a good part of the problem is that Web designers have a goal of creating a site impressive enough to please their clients but not designed well enough to impress their clients' clients. In other words, they fail to meet long term objectives. 

Just as any strategic plan requires in-depth short and long range planning, successful use of the information highway requires considerable planning and know how. Certainly design and presentation are important as is technical function. But what is most needed (and most often lacking) is a comprehensive Internet strategy that adequately integrates the mission and goals of an organization. Businesses that already have a marketing plan will find this integration easier but even firms with less clear objectives can benefit from marketing oriented Web consultants. These should be people who are able to analyze and think strategically while adding their specific knowledge of the Internet and its quirks.

Despite the hype, the Internet has some very real limitations. Developing a Strategic Plan for the Internet requires knowledge of what works well with the Internet and what works better using real people off-line. Also, maintaining an Internet site properly is resource intensive so it is critical to measure the activities that are helping you succeed and place limits on the use of resources in areas that contribute less to your bottom line.