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Should You Fire Your Web Site?

If your Web site isn't doing its job--selling--why are you keeping it on your sales team?

This story appears in the March 2002 issue of

Ask yourself this: If your Web site were one of your salespeople, would you keep that employee on your team? In other words, is your Web site doing its job--selling?

Almost every viable business today has a Web site that serves a number of purposes. Even a basic Web presence ensures a visitor that the company is for real and still in business. At larger companies, the marketing or Web department controls the messaging, content, look and feel. Support may have a section to offload customer service. Highly integrated businesses may even tie distribution and the supply chain to the site, allowing customers to check their orders.

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