Conversion of "doc" format to JP

Hello, I need to post to a web site, documents in JPEG format that originate from a Word proforma document in doc format. At present, using Abobe PDF as the printer, I convert the "doc" file to PDF format and then to JPEG. Using Microsoft Office Manager the JPEG file is resized to 648 x 912 [to allow non Broadband members to download and print from the web site] and using FileZilla the JPEG file is transferred to the web site.

However, in the conversion and posting routine the document is loosing definition - both in line format and content [the document contains lines, boxes and text]. What action can I take to ensure that the original Word document does not loose any definition/quality when converted to JPEG and transferred to the web site?

Any advice would be appreciated.