On the Web, Show Prospects You’re a Real Company; Not Simply a Fly-by-Night

I recently sifted through some Web sites of companies that are, first and foremost, catalogers. My goal was to see how clearly they described who they were, where they were and what they were all about. I specifically targeted slightly below-the-radar companies, avoiding household names, such as Lands’ End and L.L. Bean and the like. That’s not to take anything away from the names and reputations of those I surveyed, but I felt these ones still need to educate consumers who are considering doing business with them.