Claire Williams, head of communications, admitted that its web site had never been at the forefront of the team's annual objectives, but with internet marketing so strong, it is now moving its strategy online.
Williams chose agency Victoria Real, part of Endemol, with no pitch process, although four agencies were shortlisted.
With different stakeholders with varied vested interests, Williams is creating separate areas for media, sponsors and fans. The new consumer site is live, with a 3D tool for users to break cars down to their individual parts.
Journalists will have access to news and audio files with plans for downloadable video access via the media site.
Williams is creating its first dedicated fan portal, still in development and going live at the end of June. Some 3,000 fans are already subscribed to 'The Club' membership where they will access exclusive content and interact online.
It also plans a children's fan club, sponsored by Hamleys, and an educational tool teaching the benefits of teamwork.
Williams said: "Our key goals are to set Williams apart from other teams and to be more consumer-facing."
Victoria Real is creating and building the web sites. Williams plans to launch other, mainly subscription-based services.
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