Landing page for Beyonce's blog (iam.beyonce.com)

Beyoncé launched her new website to an avalanche of media buzz. Most of the attention went to the collection of intimate photos featured on the notoriously private star’s Tumblr blog launched on the same day. However, the real news is the superstar’s savvy in recognizing the importance of having an online presence that reflects her brand.

Before the revamp, Beyoncé’s web presence consisted of a Twitter page she never used, and a website managed by her label that offered news and photos a day late and a dollar short. Beyoncé decided to do something about the problem last year when she issued an urgent brief to agencies – she wanted “a site that looks like who she is an artist, someone who likes fashion and art and photography and travel,” said an executive close to the Knowles team. “She has all sorts of interest and wants to communicate that.”

Some may wonder why Beyoncé even bothered. Awareness isn’t a problem for her. But, revamping her website isn’t about awareness; it’s about giving access to her fans while maintaining control over her image. Beyoncé has long showed signs that she wants to be the only one running the show when it comes to her image – from ending her father’s management of her career to releasing the first photos of her daughter through a personal blog. Her new website is a hub for her to disseminate information.

Beyoncé’s seeming perfection on stage and in interviews has brought her criticism for being robotic. Her website addresses these concerns as well, creating a sense of intimacy, complete with hand-written notes. The photos she includes on her Tumblr show her at her most human – no makeup, surrounded by family. The site also features a peak at what inspires her via her blog, and a fan section allows her “beyhive” to see themselves on her site, and show that their Queen Bey sees them.

The pop diva is off to great start. She’s already updated her blog – and garnered headlines – with penned notes to Sade, Basquiat, and the First Lady. Hopefully she’s in it for the long haul, because building a website is only the first step to creating an effective online presence. Here are 9 easy steps you can take to build an authentic web presence of your own:

1. Start with a solid strategy: Define the goals of your website and what components will be created to address these needs.

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