Sometime between 1995 and 2005, the Web went from a field of dreams to a crowded, competitive clearinghouse of information, products, and services. “If you build it, they will come,” was replaced by: “We built it. Where is everyone?”

Organizations that face stiff competition for members and customers have invested millions of dollars in Web communication, only to find modest growth in key areas. Today’s dual challenges:

• how to drive growth in membership, sales, and other programs via Web initiatives, and
• how to put more people and companies in touch with the valuable resources and information that organizations offer so extensively on the Web.

Google, Yahoo, and MSN receive millions of visits each day from individuals who are actively seeking information, products and services. Executives first must ensure that seekers can easily find what their organizations offer. A necessary step is designing and maintaining a site that is optimized—that is easily found among the multitude of other sites a seeker may happen upon. While optimization is not a magic bullet, the resulting increase in site visitors presents an opportunity for an organization to gain more donors or members, sell more products or publications, or attract more conference attendees. (Download the Full Article to Read More)