And this is not just an image issue. Without your own website, you give the entire web audience to your competitor. In addition, a corporate website provides access to online advertising possibilities, which is much more productive than classical advertising.
Customers, partners, potential employees, the media and other market participants are constantly searching. If you don't have at least one business card site, then an interested visitor won't be able to find your company.
Something valuable cannot be created blindly. For this reason, the development of a corporate website starts with the analysis of the business. It is very important to understand the specificities of the company's business processes, to learn its geographic scope and marketing positioning strategy. A corporate website is not just a business card. It should bring sales and improve interaction with customers. It is therefore necessary to develop the company's sales concept and, if possible, to introduce new methods for selling on the website.
Even in the planning phase, it is necessary establish a vision of the target audience and of the working methods with it. A corporate website should not solely contain the company's advertising. It is very important to develop a clear content strategy with useful and entertaining materials for visitors.
It is always important to remember that the main purpose of a website is sales and profits. The structure of the website and its contents should lead the visitor to the actions concerned (order, call, registration, etc.). Even in the planning phase, you must think about a solution for the mobile audience and SEO optimization.
The main objectives of the corporate website are to increase profits, to present the company and to communicate with potential/existing customers. In addition, the website is a good tool for analysis. Based on presence data and behavioral factors, you can adjust the portrait of the target audience and improve the interaction methods with it.
You can integrate internal and third-party services into a corporate website. For example, a site can be associated with a CRM system to combine client’s database. And if you provide consulting services, then any interaction with the customer, including payment, may be organized directly on the website.
The corporate site is an excellent platform for finding new employees and optimizing the work of the existing ones. On the corporate website, you can organize the so-called “Intranet”. This is an internal network of the company, where you can work collectively on projects or create a management system of internal documents.
Virtually all corporate websites are built according to the following structure:
Company presentation. List of all competitive advantages and project portfolio
Description of main and additional activities. Of course, with a hint of advertising
Useful functionality and content for the visitor. If your website is just a business card, it won't be visited regularly
Contact data or feedback form. The visitor should be given the opportunity to get in touch with you
1Business Card Site
|Company presentation and customer interaction|
|High development speed|
|Low development cost|
|Best ranking in the search engine|
A corporate site should firstly become an efficient and profitable sales channel. Its structure should effectively lead the visitor to the actions needed by the company.
These aren't necessarily sales. Calling the support service and subscribing to updates allow for a closer interaction with the audience. But letters and notifications will already lead the customer to a purchase.
Even the reposting of articles from a corporate blog on social networks increases the scope of your publications, while increasing the recognition of your brand. That is why content marketing is one of the best ways to promote a brand.