The salesperson is being phased out. Today’s customers are shopping, buying and tracking their purchases all without the help of a person. More than ever, it is critical that your website do the selling for you. And well. If it doesn’t, the customer has many other alternatives to choose from available at their fingertips.

I’ve been working in interactive since 1997 when, as a college sophomore, I was lucky enough to secure a position at the blossoming Web Development Center at the University of Dayton. The first sites I worked on there were merely brochures. Pages and pages of content that had the same template and very little interaction with the user. A passive experience that was not very engaging.

If your company is anything like ours, then you are constantly thinking about redesigning your company website. As a group of talented, crafty and creative designers, developers, and marketers we feel the pressure to make sure our website is up to snuff at all times. And we lose sleep when it isn’t.

I have often been accused of being a perfectionist. And I admit that I am. To a degree. I’m learning not everyone is as detail-oriented as I am. I’ve also been accused of expecting others to live up to my, ahem, “higher” standards. But I’m trying to get better. To quote Fight Club, I am working on developing “the ability to let that which does not matter truly slide.”