Brand marketers should ensure that their websites are full of content which is both engaging and regularly updated, a sector commentator has asserted.
Speaking to online resource Smart Company, Carolyn Stafford, principal of Connect Marketing, explains that she has seen many businesses that have a dull website which is essentially just a brochure for the firm displayed in electronic format.
"It is such a critical thing, that you need to make sure it is properly designed and provides rich and changing content to visitors it is not something you can set and forget," she adds.
Concluding, Ms Stafford suggests that a firm seeks professional advice when it comes to designing and building a website.
Meanwhile, writing for online resource PromotionWorld, sector commentator Sunita Biddu explains that search engine optimization is a "crucial" strategy for any firm to implement from the very beginning of its online existence.
She adds that marketers must be consistent in their efforts to have a website which is highly ranked on popular search engines.