Subscribe to Entrepreneur for $5

Build a Better Understanding of Customers, Get a Competitive Advantage

This story appears in the July 2013 issue of Entrepreneur. Subscribe »

A decade ago, your company website might have been a kind of digital brochure with some basic contact information. Taking that approach in 2013 will make you look like you're wearing mom jeans to Coachella.

These days, a successful digital presence is a living, breathing, meaningful experience--rooted in inspiration, customer empathy and clear utility. Your goal is to provide real value to prospects and customers by anticipating their needs, giving them a reason to do business with you and fostering their loyalty to your brand. There's even a verb for all this: grokking--understanding or communicating through empathy or intuition.

Continue reading this article - and everything on Entrepreneur!

Become a member to get unlimited access and support the voices you want to hear more from. Get full access to Entrepreneur for just $5.

Entrepreneur Editors' Picks