A web presence is considered a necessary business tool for almost any company, attracting potential customers, providing them with information and contact details, encouraging them to sign up for newsletters and other communications, providing the functionality to purchase products and services. The range of functionality and applications for a web presence is extensive.

If the purpose of the website is to create online sales, a better designed site will compel the visitor to make a purchase through ease of use and placement of, perhaps, promotions. If the site sets out to secure subscriptions, it should encourage the visitor to enter their details. And if the site intends to impart information, this should be geared to quickly and effectively meet the visitor’s needs.