If you don't understand the needs of customers, your online presence will suffer

Starting a column on digital marketing begs the question,"Where to begin?" Most businesses have a poor understanding of how to maintain and execute a sound online business model. We feel the best way to begin is with an objectively critical look at your company's Web site.

Getting a grip on what's wrong (and right) with your site is daunting, whether you are a two-person shop, a 50-employee business, or a giant such as Nike or Intel.There are many factors to consider when creating a Web site that will effectively serve all stakeholders: customers and clients (potential and current), vendor partners, employees, job seekers and the media.

First, you must step back, look at the bigger picture, and see how each element of the Web site works with the others to form a business-worthy whole. Enter our simple checklist. When you know what to look for, you can better plan (and budget money and resources) to make improvements.

Note: You may read the full column published in the business journal a few weeks after its publication, provided in the link below. Before then, a paid subscription is required to view the entire article on the Portland Business Journal's website.

Read the full column at Portland Business Journal