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Corporate websites often exhibit the attitude of the company to new media. When a company utilizes the minimum of website design, it indicates a poor understanding of how to use the internet, and a powerful tool for branding is wasted.

When considering website design, don't produce a corporate profile. Your company site is a prime opportunity to raise your company's profile, and to reach your target audience easily. Online you won't be searching for them; they're out there searching for you. Your job is to make it easier for them to find you and to get them to share your brand name to others.

This gets triggered with the online interface. At the basic level, you would need to attract their interest to the site and make them want to stick around. But you should take it a step further and make them want to interact. You can add link buttons to popular social networks, link your site to them, or make a dedicated social network for your company itself.

Your website's user experience is still dependent on the content you provide. That content also determines the kind of web surfers who do go to your site. For example, you can make a small flash game to appeal to kids. If you're targeting those kid's mothers, however, you'll want a prominent blogger to write about you.

You'll also want that user experience to be genuine. A lot of what works in traditional branding won't work online, where disbelief abounds. So use promotions and incentives that people actually like.

Finally, website design should always be dynamic, conforming to the changes occurring in the online community, as well as to what your target audience wants to see and experience online. This doesn't mean you should make your brand name trend 24/7. In fact, that strategy may get you some backlash when people get sick of it. It does mean consistently maintaining interest in your brand.