The webpages of organizations are both a form of representation and a type of narrative. They entertain, persuade, express a point of view, and provide a means to organize collective action and economic exchange. Increasingly, webpages are the primary point of access between an organization and its environment. An organization's online presence offers a major new source of rich information about organizations. In this paper, we develop three perspectives on websites from an organizational point of view: as identity projects, tools, and relational maps. We draw on data from the online and offline presences of “brick and mortar” nonprofit organizations in the San Francisco Bay Area to both illustrate how a digital transformation shaped these organizations and identify a host of new methods that can be used to study organizations using webpages. Finally, we reflect on both the strengths of these new sources of data as well as possible limitations and conclude with theoretical implications for organizational scholars.

组织的网页既是一种表示形式，又是一种叙事形式。他们娱乐，说服，表达观点，并提供组织集体行动和经济交流的手段。网页越来越成为组织与其环境之间的主要访问点。组织的在线状态提供了有关组织的丰富信息的主要新资源。在本文中，我们从组织的角度开发网站的三种视角：身份项目，工具和关系图。我们利用旧金山湾区“实体”非营利组织在线和离线存在的数据，来说明数字化转型如何塑造这些组织，并确定可用于研究使用网页的组织的许多新方法。