Designing for change on the web requires an understanding of where the web is today, where its been, and where it will be tomorrow. The life of a web site does not end at “Go Live.” In fact, that’s just the beginning. And unlike it’s counterpart – print media – it must grow and change to remain effective.

Web Presence Management goes beyond the surface design of a web site. Web Presence Management takes the approach of looking first at your goals, and then finding the right mix of on-line media that will aid in meeting those goals. Your web presence could be a mix of something as basic as informational web pages optimized for search, to a professional industry blog, from video presentations, training tools, white papers, PDF data sheets, information request forms or community forums. Add to this mix e-commerce options, ties to brick and mortar branding and you start to see the importance of having a plan that grows and changes.

Keep in mind – you can’t do it all. Budget, resources, and time damper the most ambitious plans. What you should aim for in developing your web mix, is finding what works with your specific customers. Trial and error will help determine what web options will work and those that will fail. Encourage customers to become involved in the early stages of these media trials. Experiment. In the end, the greatest failure is to think that you can design the perfect site, and after launch, sit back and take a vacation.