By William Rice
May 22, 2008

The first corporate Web sites were no more than online billboards or repurposed sales literature in digital form. Now that just about every business and organization has a Web site to promote itself on the Internet, it's time to start thinking about how to build a better one for your company.

For more than a decade, the Web Marketing Association has watched Web sites evolve and become important communication tools for marketing and commerce.

Our WebAward competition for Web site development has recorded more than 18,000 site reviews and recognized the best Web sites in 96 industries. Based on this award program research, here are five ways to make your Web site a more effective part of your online marketing efforts.

Get rid of silos. Most of today's corporate Web sites are organized just like the company. Sections of the Web site, for example, represent departments or divisions of the company and are maintained by those units. A good example is some of the large computer companies that allow you to customize your computer online. A customer doesn't care if the computer he wants to buy is a "small business" computer or a "home use" computer. Consumers just want laptops they can use for everything. Does it really make sense to make them look at both areas and try to figure out what is the best deal for their needs? The best businesses and Web sites put the customer experience first.

Design for SEO. Let's face it, Google owns Web 2.0, and until Web 3.0 comes along we need to play by Google's rules if we want our Web sites to be found. It still amazes me how many people think they're putting a URL into a browser when, in reality, they're entering it into a Google search box. If your site isn't optimizing for Google and the other search engines, you're leaving money on the table. Make sure you have a site map with text links to every page on your site. Make sure you have inbound links to pages throughout your site. The rules are changing all the time, and it's important to know what is current and what is trying to game the system. Chances are, if you are overly aggressive, you will pay in the end.

Focus on content. Content is what people come looking for on your site. While every site is different, straight information often does not always cut it anymore. Users expect much more when they come to a Web site looking for product information. They want to see links to manuals, customer testimonials or ratings, and virtual demos. Content today needs to be entertaining as much as it is informative.

Make the site come alive. This is closely connected to the last point. People what to be entertained and use all of their senses when they come to a Web site. The experience is what makes a lasting impression. Sound can be a powerful tool. I remember one WebAward winner that allowed you to click on difficult medical words to hear how they sound and to learn to pronounce them. Simple technology like that provides a valuable experience can give a user the confidence needed to talk to a medical provider on important personal issues.

Appropriate use of Flash also can add much to a site. Seventy-three percent of last year's WebAward-winning sites used Flash to enhance the user experience. Flash can enhance navigation and be used to create outstanding 3-D product demos for products and virtual tours for restaurants and hotel Web sites. At the same time, overuse can make a site seem cluttered and overwhelming.

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