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Corporate websites often exhibit the attitude of the company to new media. When a company utilizes the minimum of website design, it indicates a poor understanding of how to use the internet, and a powerful tool for branding is wasted.

When considering website design, don't produce a corporate profile. Your company site is a prime opportunity to make your company's name known, and to reach your target audience easily. Online you won't be finding them; they're out there finding you. Your job is to make it easier for them to find you and to get them to make your brand name known to others.

It all starts with the online interface. At the basic level, you would need to pull their attention to the site and make them want to stay around. But you should take it a step further and make them want to interact. You can add post buttons to popular social networks, attach your site to them, or make a dedicated social network for your company itself.

Your website's user experience is still based on the content you provide. That content also influences the kind of web surfers who do go to your site. For example, you can commission a small flash game to appeal to kids. If you're targeting those kid's mothers, however, you'll want a popular blogger to write about you.

You'll also want that user experience to be genuine. A lot of what works in traditional branding won't work online, where skepticism abounds. So use promotions and incentives that people actually want.

Finally, website design should always be dynamic, adapting to the changes occurring to the online community, as well as to what your target audience wants to see and experience online. This doesn't mean you should make your brand name trend 24/7. In fact, that strategy may get you some backlash when people get sick of it. It does mean consistently nurturing interest in your brand.