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November 21, 2001

Web sites as marketing tools

  • Professional service firms are using the Web’s interactivity to build their brands and relationships with visitors.
    • By BARBARA BRECKENFELD
    Special to the Journal

    The Internet provides a dynamic environment in which to create and publish communication tools. We have only begun to discover the Web’s potential for interactivity. With millions of Web sites, it is more important than ever to define the audience, message and purpose of a site. Like the development of desktop publishing, Web sites are progressing from doing something just because it is possible, to doing something because it is effective communication.

    Today, professional service firms most commonly use Web sites as a front door, to provide an experience that defines the brand or personality of the firm; as an online brochure for recruitment; as an FTP site to exchange project information; and as an internal reference for employee manuals and forms. Some firms include media kits and press releases in their sites.


     
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