In the old days, a company would have commissioned, written, posed for the photograph and printed a corporate brochure, without thinking about who might read it and how they might receive it? I hope not - although I did work for an organisation who did just that. A customer complaint might have started with a petition outside the store or a letter to the CEO.
But many people do exactly that when building a website. They say 'we need a website' and act accordingly. Instead, why don't you try a variation of the following:
- We need to talk to our customers in a cheaper way. How could the internet help? or
- We want to be known for our CSR programme. How can we promote it online?
- a list of websites, forums and networks that are interested in the subject
- a laser-focus on the relevant search terms
- a demographic of people on social networking sites
- multi media delivery to engage audiences with different demands