Your Web site is a key player in your lineup of promotional tools. As the front door to what may be your company's largest reachable audience, it should not only complement your overall sales and marketing program, but also be your mainstay for building brand identity. However, many companies pour thousands of dollars into sites that are full of basic marketing blunders. Without a marketing expert directing the show, a Web site offers little more than Internet presence. It can be a beautifully designed technical masterpiece, but if it lacks marketing value, it's worth nothing more than the hefty check you handed your Web developer.
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