As an emerging young writer targeting a professional readership, my primary task is to extensively research each assigned topic. After enough research goes in, a story idea is formed, companies are called, and experts are tracked down.

Nowadays, the only place I go for this research is the Internet. First I find out which companies appear to be the leaders in their industry, and then I scan the headlines to find out what companies are involved in anything buzz-worthy.

The Internet is becoming the most important tool when it comes to writing about, and marketing, a company or service provider. But, without an up-to-date website or other form of online presence, a company leaves far less of an impact.

When researching new products or companies, people like myself using the Internet are only limited by the amount of time they are willing to spend looking for the ideal supplier or contractor. Our time is best used browsing through websites that are not just visually appealing, but cared for in such a way that make them a useful resource for visitors. If site content appears to be outdated, a person researching the market will quickly move onto the next hit to find someone who seems bolder and brighter, but more importantly – newer.

For myself, websites that maintain my attention are the ones that are kept current, and the ones that are easiest to navigate. For example, a news section that lists all of the company's current projects, community involvements, and awards is impressive, and leads to me wanting to call the company and include them in my articles. In that sense, it's great to see a long list of options on how to contact a company, including a direct email address and telephone number, and knowing which geographical regions the company serves, without having to dig around too much, is also helpful. And a personalized message from the owner of the company adds a great touch to any website because it sets off one company from the next, and keeps visitors clicking around to see what else they can find.

These are just a few primary suggestions for anyone thinking about building on their existing website or people starting from scratch. Videos, photo galleries, and downloadable product spec sheets and brochures become the next step. Groundwork like this can also transition into a larger use of social marketing in general. For example, a website can be promoted through prominent social media websites like Facebook and Twitter, and vice versa because these services are becoming more and more integrated. If keeping a website up-to-date sounds time consuming or daunting, an animated Twitter feed can show up on your homepage, and then Twitter updates stream right on your homepage.

Companies big or small that don't yet have a strong web presence are being left behind. Former options for researching the industry are no longer presenting themselves and the price of having an online presence is becoming comparable to buying an advertisement in the Yellow Pages that expires each year.

Ensure your company's web presence is kept current because you never know when a curious writer is going to be searching for your company and be willing to provide you with a promotional nod in a feature article pertaining to the goods and services you provide.