In the ongoing quest to improve my company’s online presence, we kicked off the discussions today with a consultant for phase 2 of our website improvement.  Phase 1 consisted of a redesigned home page, now the second phase is to redo the “guts” of the site.  A much bigger undertaking with even bigger goals.  We want to make people say “wow” when they visit our site and want to mimic what we’re doing. We want to make our competitors jealous of what we’re doing and convey to visitors who we are and what we do in a way that draws them in. Sounds simple enough, right?  Well, what about a website makes you say “wow”?  Is it great flash animation, interactive tools, crisp and clean design?  Video, audio, great copy?  All of the above or something else altogether?  The bottom line is that a website should always be evolving, always be improving.  Never should it be considered done, and that is challenge enough.