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Goals and Practices for a Successful Company Website

Written by: Dewire Portals team

June 19, 2014

On the web, you can reach out to your customers around the clock. Today, one third of websites are visited using mobile phones. With responsive design, websites should be useable regardless of whether the customer is sitting on the computer, using a tablet, or is on-the-go with a smartphone in hand. Even if your online sales are low you need web presence to build credibility.

"What's the most important piece of your business's web presence? Your website, of course."
- Samir Balwani, Senior Manager of Digital Innovation, American Express


According to Balwani, your very first step should be to define the goals of your website.

  1. Creating an online presence is the most basic reason for building a website. This means building a site that includes your business information, highlights what makes you special, and gives consumers a way to contact you.
  2. Making your business stand out takes a more advanced strategy. Maintaining a blog that portrays your thoughts and insights can help your website stand out and help consumers better understand your business.
  3. A good business website can be used to capture potential leads. As the site grows it becomes a community for customers and potential consumers. Connect with potential consumers and find a way to continue marketing to them. Your website can be the elevator pitch and your connection the long sell.

Liferay (one of the leading vendors of Horizontal portals) has published a whitepaper with five best practices for a successful website. According to Liferay, choosing the right website technology is important, but organizational support is the key.

Here are five best practices to keep in mind to maximize your website investment according to Liferay:

  1. IdentIfy business ownership and secure sponsorship at the highest level. Company websites usually cross organizational boundaries and require sponsorship from the executive level.
  2. Establish guIdelines on website governance. Governance keeps content relevant and puts the right applications in front of the right people.
  3. Develop a website that fits your business. The most effective websites will be customized to the way your business works.
  4. Make a quick first deployment, then evolve your website horizontally and vertically. Don't attempt a big bang only to find your website is irrelevant. Get it out quickly and incorporate feedback into the next iteration.
  5. Think beyond the website. Portal-frameworks offer much more than a simple integration framework for aggregating content and applications. E-commerce websites, for example, typically display relevant or related products to a user, who can log in to the site and view a personalized version with their account information and order history.