Designing Web Sites to Curry Customer Favor

Web-based businesses need to consider the customer experience when designing or updating their sites. The right decisions can mean the difference between winning new customers and losing business.

In today's world, a Web site is a must-have for any successful business. But if it's not meeting the customers' needs, it can also be the kiss of death.

"The immediacy of the Web can be both good and bad," said Chris Edwards, chief operations officer with Creata Vivendi, a marketing , public-relations and consulting company in Conewago Township, York County, Pa.

If it's up to date, easy to navigate, interactive and visually appealing, a Web site can be a valuable tool in providing customer service , he said. If not, it could lead to the loss of business.

In creating a customer-friendly Web site, each of the following businesses incorporated two simple strategies: plan carefully and design with the user in mind. The result, they said, was a valuable business tool that serves the clients' needs and, in turn, the company's needs, as well.

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