Social enhancement of Free Company
I do not think this is ground breaking or very important. However, if Free Company is suppose to be a social hub for players to get together, chat and organize activities, wouldn't it be nice if the chat can be seamless between in games and outside of client through website?
Maybe it does not help or improve any game play experience but some moments and conversation can only be captured when you are logged in. These conversations can be informative and sometimes funny. Just like Facebook, I do not need to meet friends in person but I am updated through news feed what they done.
So even if we are offline, we are still able to know what is going on within the guild. For example, some joke about what happened to the PLD in a run and I am able to read it from the Free Company website.