For the seventh straight year, I am rating web sites for the Webby Awards, the online equivalent to Oscars and Emmys. As in previous years, I’m encountering all too many sites where it’s tough to arrive at the site “cold” and know what the company does. Many of these sites are making the costly mistake of omitting a tag line from the top banner. We see the name of the site dressed up in pretty graphics, but that may not sufficiently explain the line of business the com…

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