By Christine James, Guest Expert Christine James is managing member of LocoNotion Idea Studios Inc., an idea architecture firm.
Many businesses still tend toward making their Web sites an online version of their print brochures.
Even with a brilliant product and sufficient marketing to create awareness and bring visitors to the site, static content will not encourage visitors to return, buy and recommend. Unless your site is updated regularly with relevant and useful information, it will be as forgettable as yesterday's newspaper. Your Web visitors, like the Sultan, will keep coming back for more. The Internet offers the opportunity to market to a finely defined consumer group. Your Web content should be carefully selected to match the requirements of your niche group.