Cheer or jeer? Did that slick new website help?

Question: What’s a great way to have your company’s web presence spiral out of control?

Answer: Launching one-off sites.

But from the rank-and-file to top executives usually applaud one-offs. Why?

They are relatively easy to create.

They can be massaged exactly how you want them, without worrying about existing structures, negotiating, etc.

In other words, they can be created quickly and look great! They can even seem like a bright life boat against the backdrop of the huge...