The Web is crowded with corporate sites that are struggling to be heard above the clatter of their competitors. Every company wants customers to explore its site and purchase its products and services. But online, the customer is in control choosing the sites to visit and the links to follow. To command your customers attention, your writing must be compelling. You have the choice of creating a corporate site that looks like a series of slapped-together brochures, or you can craft a site that will be a valuable resource for your customers. To work well together, writing, navigation, and design must evolve simultaneously. Decide what your company does best and build a Web site to reflect that promotional positioning. Put a human face behind those graphics and content by personally communicating with your customers. Make every effort to understand your customers and anticipate their needs.