In this article:

• Understanding the goals behind your web presence
• What makes a web presence successful
• Investing vs. advertising, and doing both at the same time

When I talk with people about their Internet presences — not just their websites but the development of their reputation on the Internet — I almost never talk about the underlying technology first.

To me, it’s more important to understand their underlying goals and what people want to accomplish by establishing a presence online. Their goals usually fall into one of three categories, which help shape the framework of the project and how much potential is has for their businesses.
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