Companies that have achieved Web sites at this level are providing connectivity of business processes that creates lasting relationships with customers, suppliers, and partners. For example, Roadway s Level III e-commerce strategy lets us build stronger bonds with customers, suppliers, partners, employees, and shareholders. To accomplish this, we used Web site feedback and focus groups to derive customer expectations for the best way to conduct business on the Internet. If your company is behind in Web development, the following ideas for creating, maintaining, and marketing a Web site should help bring you up to date. Create a clear, concise objective for the site.
Many Web sites fail because the objectives are unclear.
Very few of the members job responsibilities are solely Web-related, for them the Web is an added responsibility. A fluid cross-functional team also allows for people to come and go from the company without serious loss of Web site background and knowledge. Study your competition, and collect articles from trade journals and analysts that list the features of highly rated transportation Web sites. It s too late in the Web game to use trial and error as a strategy. Know your target visitor.