Company websites are increasingly being required by chief executives to be more effective in boosting conversions, an expert has noted.

Writing in a column for IT-Director.com, Bloor Research associate analyst Gerry Brown explained that such websites used to act primarily as a brochure for the company and were managed as such by internet marketing departments.

Now, however, the fast pace of advancement in the online sector has meant that end users expect to see services such as social networking and e-commerce on corporate sites, he said.

Moreover, it is now common for customers who get to speak to chief executives to comment on their corporate website, which can be frustrating for the executive in question as it is rare that sites are a reflection of his or her messaging and business strategy.

"Chief executives want continuously attractive and relevant websites that link to enterprise databases and offer personalised and enjoyable customer experiences that maximise visitor sales conversions, return visits and customer loyalty," Mr Brown stated.

About 43 per cent of small businesses that use their websites to advertise their operations improve their sales as a result, according to a survey conducted by the Federation of Small Businesses last year.

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