Traditionally, corporate websites have been offensive, built to sell. But offense is not enough. In sports, there are three facets to every successful team: offense, defense, and coaching. The most effective websites have a similar three-pronged approach: marketing to new customers (offense), supporting existing customers (defense), and providing general corporate information that supports the other two (coaching). Let’s examine these three key tiers more closely.
This book is written for everyone involved in building a business website. Designers, copywriters, developers, information architects, and marketing experts will all find the content interesting—and even applicable in most parts. The book is about web design for businesses,so whether you are a freelancer consulting with organizations or a member of an in-house team, this book is for you.
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