A quick review of the South African business and technology fraternity’s online portals highlights a concerning tendency towards static content and design that is seldom reevaluated. The vast majority is refreshed on only a few precious occasions each year, leaving the user to ingest corporate jargon and brand pillars when they make first contact with the organisation online.

These first impressions last. Unfortunately, potential customers navigating the bulk of South Africa’s B2B web portals would be forgiven for yawning with boredom. I recently happened upon a fantastic book titled The Invisible Sale by Tom Martin, in which Martin outlines numerous strategies to successfully manage web portals.