If we made a list of mistakes companies make with their corporate Web site, near the top would be creating a site for their company instead of their customers. For instance, here’s an all-too-common scenario:

1. Company C-level dictates a Web site update to keep pace with the competition.

2. Marketing contacts a designer to bring the site look and feel up-to-date.

3. The company tells the designer who they are and what they do.

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