Good sites meet company goals. Great sites meet users’ goals.
Recall your reasons for having a business Web site. Perhaps it is to promote your company, to expose the public to your products and services, to reinforce your brand, or a variety of other reasons unique to your situation. The underlying goal in all of this is, of course, to sustain and increase profits.
However, the public doesn’t care about any of your goals. They care about their own.
They are only interested in what your company and your Web site can do for them, especially if you can do it better, cheaper or faster than your competitors. So how successfully your Web site bridges the gap between promotion and revenue is determined by how well your site aids and positively impacts potential customers.