Building brand strength is one of our core aims. Every aspect of your public presence should consider branding and brand awareness. When I visit a site, I'm usually looking for information. The big question is: Can you provide it? If not I move on. When I find what I'm looking for, I bookmark it. I get the information and then I often browse to see if they can answer any questions I might not have even asked yet. I'll remember the name for when I have more questions and I'll come right back to find those answers. These types of sites promote strong brand awareness. Think about your favorite sites, do they bare these characteristics?
This of course, requires expertise in your field, commitment to site evolution and hard work. The service you provide must include direct access to information, clear presentation of your company's name, easy to find contact details with reliable customer service and foolproof navigation.
Don't waste your money on a site that glosses over your product and services or provides only information that can be found on any competitors site. Substance is the key. Imagine you sell computer cases. Link to the manufactures web site. Include warrantee information. Provide dimensions, weights and voltage information . Link to reviews on computer sites. Show clear pictures of both the inside and outside and the full range of colors. If the reviews you link to uncover any deficiencies, provide accessories to overcome them. If you take this approach, your customers will know you know your stuff and trust is everything!