"The Information Superhighway" used to be a good way to describe the web. You could picture yourself zipping past web site after web site, slowing down just long enough to get a phone number off the interesting ones. With this model, simply having a web site was enough.
It's not like that anymore.
The Web has evolved. We don't call it "The Information Superhighway" as much, and for good reason. It's not really like a highway anymore. It's more like a shopping mall. The good web sites coax you inside, encourage you to browse around, and help to subtly guide you from a state of casual interest to a feeling of genuine engagement. The best web sites are not like billboards, they are like well-designed retail stores.
And that's what yours needs to be.
Think it Through
Is your website taking advantage of the new, community-oriented nature of the web? If not, you're losing valuable presence, and almost certainly missing out on sales opportunities.
Next week I'll help you tackle this with 12 questions to ask yourself about your website. My 12 questions will help you discover how well your web site is serving your business, and how much more it could be doing for you.
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