As such, it has to do some heavy lifting and that heavy lifting must extend far beyond the interactive brochure still built today by many business owners.
Your website must tell a story. A story must be engaging and there must be a hero, a problem, a quest, a call to arms, and a promise of a happy ending.
The trouble with most sites, however, stems to some degree from how the web design industry is viewed.
A business creates a great product or service, develops the processes for marketing said product or service and then turns to a designer to create a gorgeous set of web pages to showcase it.
At some point, they determine they are going to need lots of pretty words to go with that awesome design, and then eventually they will need someone to “SEO it all.”
Of course, today the path described above is a recipe for disaster and waste.