Building Relationships Online

The Internet delivers an endless stream of information—much of it complex and confusing—on every topic imaginable, and its growth appears infinite. For example, a quick search for "jewelry" using the Google search engine will produce nearly 34 million results. Jewelers who want to attract more customers or sell items through a Web site have an enormous number of options available as well as an ever-changing array of technologies. And there's a multitude of companies to design, populate, and market Web sites. With so many choices, the job of creating an effective Web site may seem daunting, but it doesn't have to be. Small and medium-size companies can win online by using the following strategies: Use a Web site to tell your "story" in a compelling way. Provide a site where people feel comfortable browsing. Provide educational material
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