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Most companies, whether they realize it or not, are entrusting quite a lot to their website. In many cases, your company's website offers prospective customers and employees their first in-depth encounter with your organization, and is the basis by which they will judge you. If it reflects poorly on your company, or does not adequately present its strengths, what they see is what they will ultimately believe about your organization.
If she likes what she sees, your next web visitor may become your most important customer, or your most productive employee, If she isn't favorably impressed, she may become the most important customer or employee of your competitor, and you may never be offered the opportunity to correct that poor first impression.
Using the website to deliver on-line services
Most early websites were basically printed brochures presented in an on-line format, and many still are. Aside from creating a strong first impression, forward looking companies are using their websites to bring their business into the offices, factories and homes of their customers, and to conduct business with them 24 hours per day, 7 days per week.
Creating a functional website that provides extensive information to your customers on demand, and that extends live transactions into the electronic realm, involves far more than a visual presentation. To implement these capabilities, highly complex web applications must interact on a real-time basis with live data and applications stored on servers in a secure, high availability data center.
However, regardless of the complexity and depth of features of your e-business or e-commerce applications, your customers and prospects ultimately navigate to and view them through the lens of your website. Therefore, your customers' perception of your company, its products and services will be shaped by the quality of your website.
This is somewhat analogous to a retail customer assessing the quality of your merchandise based on the architecture and merchandise displays in your stores, or a corporate customer evaluating your capabilities in the context of the quality of your offices.
A properly designed website becomes a portal through which you may readily deploy new e-business functions to customers, prospects, employees and investors. It enables you to roll out these applications through a pre-existing interface, to an existing base of individuals already interacting with your website.