"Meeting those immediate needs is important. But a website design is a chance to do something even more impactful. Truly great sites can become platforms for creating enduring, innovative customer experiences in addition to addressing tactical considerations such as how well the site converts. But only those executives who treat their website like a product instead of a project will successfully build a truly customer-centric site that creates lifetime loyalty. When you view your website with a product mindset, your site becomes a focal point for managing your people, processes, and platforms more effectively."