Your Web site is most likely your single most important marketing communications vehicle. It is the center of your online marketing program, and for many companies is the focus of all marketing communications. It is typically the single most visible and used resource for prospects, customers, channel partners and other key stakeholders.

One of the prime objectives of your marketing initiatives such as publishing, relationship marketing and media relations is to drive traffic to your site. In addition, all other forms of marketing communication such as print and media advertising, direct mail and events should refer your audience to the relevant part of your site for further information or to take action.

As such, every marketing communications campaign must include a supporting Web site component. You must ensure the brand experience on your Web site is consistent with the rest of the marketing initiative, and add relevant content and functionality, such as exploring a demo, downloading promotional coupons, or registration for events.

Once you get people to the Web site, your primary marketing objective for the site is to encourage visitors to take some kind of action. At a minimum you would like to capture some contact information, and ideally you would like to learn more about their needs and encourage them to purchase. In order to do so effectively you want to provide users with multiple action options that meet their range of needs. These calls to action should be on almost every page on the website and can include: registration for a newsletter or updated product information, the ability to purchase immediately, to refer a friend to the website or to take a survey. Clicking on any option prompts the user to share a relevant amount of information, directly related to their need.

While marketers are interested in obtaining information from Web site visitors, these individuals have a high concern about their privacy. Your privacy policy should be prominently displayed on each page and should reassure users on the steps you are taking to ensure that their information is secure.

Given its primacy in marketing communications, it is critical to maximize your site's marketing effectiveness. The most important marketing objectives are to engage site visitors' attention and encourage them to spend some time on the site, share contact and need information, bookmark the site for future return, move through the sales cycle, and / or refer the site onwards.