Many corporate websites lack soul. They tend to use stock imagery, business jargon, static content, and generic web design – all of which undermines the user experience. Your site plays a crucial role, serving as the virtual connection between your customers and your company’s product and services. The best way to create a positive connection is to be yourself: Be transparent, speak to your customers on a real-time basis, and let them connect with each other through your brand.

Take a company like Zappos (http://www.zappos.com), it’s not just selling a solid e-commerce product. It is also selling a culture of innovation and exceptional customer service, and the team at Zappos use the their digital presence as the primary means to do that. Luckily, with social media, like Twitter and Facebook, it has become pretty easy to make your Web presence interactive and collaborative.

4 key points:
Challenge the status quo
Build a culture
Commit to the culture
Start a movement!

If you need help with your website’s culture get yourself a consultant that shares your same values.
The connection starts here first!