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Your Website: How to Jazz Up Your Site

Inc. Magazine
Leigh Buchanan, Max Chafkin, and Ryan McCarthy

By now, most companies have a website. But most companies probably aren't making the most of it. Indeed, according to a survey of Inc. readers, most companies--some 29 percent--update their sites very infrequently, on a quarterly basis if at all.

If your company is typical, then, you probably see your website as a nice profit center--a tributary of additional sales that requires relatively low upkeep. Reid Carr would view that as a failure. Carr, founder of Red Door Interactive, a San Diego firm that advises companies, including Intuit and Buck Knives, on their online initiatives, says his clients are frequently hamstrung by low (or no) expectations. "Companies don't see the Web as a true aspect of their business," he says. "They aren't benchmarking. They don't try to drive more revenue."

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