The Ideal Corporate Website: What It Should Be

A website is an online representation of any business, its face. Through it, you can convey information about your company to your target audience and business partners, ensure comfortable interaction with them, strengthen the brand image, indicating your expertise and authority. You can also turn the site into a platform for selling goods and services, thereby ensuring a constant influx of customers. The need to launch your own corporate website has probably already been realized by all business representatives, but not everyone has implemented this idea.

If you are just entering the market, if you have decided to launch your own online presence, then it is very important to initially approach the implementation of this idea as professionally as possible. As a result, your corporate website should be attractive and solid in appearance, informative, and easy to use. One glance of visitors should be enough to understand what your company specializes in and what benefits the client will receive from cooperation. In it, you should reveal your professionalism, emphasize responsibility.

In today's review, we will tell you how to make a good corporate website and ensure its high visibility in search engines. We will talk about what main sections should be present on such a site and what material they should contain. We will pay attention to the design and functionality. We will dwell in detail on such an issue as promoting a corporate website. We will provide a number of practical recommendations, using which you can complete the upcoming work as correctly and efficiently as possible. The information provided will allow you to launch a corporate website, which will not require any further modifications and will become a reliable online representation of your business.

We also suggest studying such an issue as corporate data security, because this is one of the key aspects of stable operation in the market and effective business development.

Corporate website structure

Even before proceeding to the direct development of a corporate website, it is important to think through its future structure in detail. What information you can place on it depends on this. Also, the user experience, that is, the ease of use and the final quality as a whole, largely depends on the correctness of the work performed. Here it is worth proceeding from the fact that the website pages should contain all the key information about the business activities, the goods or services that are supplied to the market, the main values, goals, and ideas of the brand. That is, first of all, you should pay attention to the structure of the corporate website, its functionality and external attractiveness.

You should start with developing the structure. Everything here should be logical, consistent, simple and understandable for any person. It is also worth thinking about flexibility in advance, because there is a high probability that scalability may be required in the future. Maybe you decide to open new branches or release a new line of goods or services. And it would be optimal to implement it with minimal intervention in the main structure.

The ideal» website structure is tree-like. There should be a main page here, from which the transition to sections is carried out, and then to subsections. Subsequently, sites with such a structure can be very easily expanded by simply adding new branches to the basic base. In addition, by adding additional sections, you can reduce the nesting depth, which will increase the convenience of working with sites, finding the necessary information. Now users will only need to make 2-3 clicks to get to the desired page, which will have a positive effect on the user experience.

In order to understand which sections should be present directly on your site, you need to proceed from the specifics of the business, as well as what target audience you are focusing on. That is, it is important for you to identify the interests and preferences of potential buyers and create their portrait. Also, at this stage, you can already collect a semantic core, that is, the set of phrases by which your site will be promoted in search results. The presence of semantics will significantly help you determine those pages and categories that should be present for sites operating in your niche. As a result, you will get such a resource architecture that will initially be focused on the user audience, and then you can fill it with relevant content and start working.

The classic structure of a corporate website will look like this:

1. Home page.
2. About the company page.
3. Catalog of goods or services.
4. Cases, that is, completed projects.
5. Blog.
6. Page for business partners and wholesale customers.
7. Contacts.

Now we will consider in more detail each of the elements of the corporate website structure, we will tell you what information should be presented in each of these sections.

Home page of the corporate website

The home page of your corporate website is what each visitor will see first. It is on its basis that a general impression of the business itself will be formed, a decision will be made on subsequent interaction, cooperation. Therefore, it is important for you to tell about your company in the most concise, but at the same time brief, manner, to show what goods or services you offer to the market, to emphasize the main competitive advantages. And all this information should be perceived by the audience in just a few seconds. That is, a quick glance should be enough for a person to understand that your business is useful for him, relevant and then go on to study the assortment and features of cooperation in more depth.

To make the main page of a corporate website easy to perceive literally at a visual level, it is necessary to divide it into thematic blocks, namely:

• Header. In this block, you should add the name of your company and its logo, contact phone number, as well as a menu (including a drop-down menu), through which access to other sections will be provided. In most cases, the header is made continuous, that is, it will be displayed on all pages of the site.
• Cover. Here, special attention should be paid directly to the design, since it plays a key role in forming the first impression. Here, it is worth considering a title that reflects the essence of the organization's activities, several relevant images, as well as a summary of unique selling propositions. Try to make sure that the whole essence of your business is reflected in a few phrases.
• Advantages. They can be displayed in the form of blocks with icons, infographics and a short description. Here, it is important to focus on those advantages that your audience will appreciate. Think about how your business compares favorably with your closest competitors and attribute these facts to your own advantages. Try to avoid such classic expressions as “individual approach”, “high quality services”, “lowest prices”, especially if such phrases do not really coincide with reality. That is, you need to point out exactly those benefits that the client will receive in the process of cooperation with you.
• Services. Here you need to tell about the services or products your business supplies to the market. You can briefly present this information here, and then provide links to the relevant sections. This way, a potential client will be able to go directly to the section that interests them and get comprehensive information there.
• Promotions. Select a small block on the main page of your site in order to provide the audience with information about special offers that are currently valid in your company. This is what will stimulate the audience to get to know your products in more detail. But we would like to draw your attention to the fact that this block will need to be changed from time to time along with new promotions.
• Our clients. It would not be a bad idea to provide such a section on the main page in order to show who your products or services are suitable for. Here, describe your target audience with an emphasis on who will benefit from certain products that you supply to the market. This way, a potential buyer will be able to make sure that your offer suits them completely.
• Procedure for providing services. Here, you can use infographics to show that even a fairly complex and multi-stage process of cooperation with your company will be as simple and flexible as possible. You can also present the stages of cooperation with the company in the form of several blocks, indicating what actions a potential client will need to take.
• Figures demonstrating the efficiency of the business. Here, in the form of small icons, you should indicate specific facts indicating the reliability of your company. This is what will increase the authority of your resource in the eyes of the target audience.
• Information about employees. Show the main specialists of your company, emphasize their high qualifications, experience and the contribution they have made to the formation of your company and its development. This will create a sense of transparency, openness, trust. Only here add real photos of your employees, and not stock images of people with artificial smiles.
• Block with reviews. This is what will increase the loyalty of the audience to your business, show the experience of other buyers, and make sure that you are responsible for reliability. You can also add logos of your partners, those certificates and awards that the company has earned during its work on the market. That is, the main thing here is to confirm the quality of your services.
• FAQ. This is a block with the most popular questions and answers to them. Add here what your audience most often asks consultants or managers. Thanks to this, people will be able to find answers to their questions as quickly as possible, without even resorting to the help of your consultants.
• Footer. This is the so-called basement of the site, where you can place links to the most popular and important sections, including a block with a privacy policy, authorship information, as well as other important information that may interest potential clients. The footer should also be made continuous, like the site header.

Remember: the main page is not elastic. And if you take into account the fact that it should contain a lot of information, it should be presented in a concise form, focusing on the most important points. If necessary, you can place other blocks here, change their sequence, adapting to the specifics of the business, as well as the portrait of the target audience that the company focuses on in the work process.

Section “About the company”

In principle, some business representatives can add information about their company directly to the main page of the site. But still, if you work in the field of B2B services, if your activities are related to finance, law, education, healthcare, then it would still be advisable to create a separate section on the corporate website “About the company”. These are the niches where trust is extremely important. Before moving on to cooperation with you, potential clients or partners will study your company. This is necessary in order to understand whether it is worth relying on your business in principle. Therefore, this page is this is your chance to present information about yourself in the most comprehensive and favorable light.

In this block, without unnecessary pathos, tell about when your company was created, what goals you pursued here, what you had to implement to achieve the results that you have today. Here you should focus on information that will be useful to your potential partners, clients and will help them to be convinced of your responsibility, reliability, stability. You can also talk about the values of your business and the goals that you set for yourself.

If there are well-known organizations or individuals among your clients, then you can also talk about this here, presenting it as your own achievements. Also add information about various awards, participation in social projects, photos of production areas. If you haven't placed a photo of your team on the main page, you can do it here, paying a little attention to the responsibilities of each employee, their strengths, and professional skills.

Catalog of goods or services

When working on a catalog of goods or services, it is important for you to think through their layout correctly and group them into appropriate sections. One of the most common mistakes at this stage is acting on intuition. The fact is that your logic will not always be clear to the audience and people will not be able to navigate your catalog as easily as you intended, or understand the logic. As a result, this may lead to them simply leaving your site and going to look for the goods or services they need from competitors.

Recall that at this stage you should already have a semantic core at your disposal. This is what you should be guided by when building your catalog. Also work directly on the product cards. It should be provided separately for each product item, supplemented with a detailed description with technical characteristics, photos, revealing all the features of the product in the smallest detail. Also indicate the cost or price range if the same item is produced in several nomenclatures.

It is also worth implementing a feedback form in the product catalog itself, using which your customers could contact managers for advice and directly a button for adding the product to the cart. Thanks to this, the actions of users wishing to order a product or service are minimized.

Section with completed projects

A section such as cases is designed to show the audience your professionalism, convince them of how well you cope with the tasks, and confirm your words with actions. Such a page on a corporate website will be especially useful for companies that specialize in selling not ready-made, standard goods, but in manufacturing products to order, providing certain services, as an option, in the field of logistics, construction, repair, software development, etc.

Show what task you faced within the framework of a certain project, with the help of what solutions you managed to implement it. Highlight a number of non-standard approaches and technologies that helped you complete these works as efficiently and quickly as possible, highlight specific results, such as saved funds, efficiency of implementation, higher energy efficiency. It would also be a good idea to provide customer reviews and indicate that they were satisfied with their cooperation with you. This is what will help emphasize the value of your services or products and show that you can solve the problem facing a potential client.

In this case, supplement the descriptions themselves with real photos, numbers, infographics, if relevant in a particular case.

Blog

A corporate website blog is a section that will help you convey useful and interesting information to your audience, introduce them to advanced technologies, solutions, and products in your niche. Regular publications in such a section will help promote the site in search results, indicating that you are working with the site and developing it. And this, in turn, will cause a positive reaction from your clients and will also be appreciated by search bots. And you will also be able to attract a new audience to your site through information requests, increase organic traffic to the site, and build effective internal linking.

But here we want to draw attention to the fact that blog posts should be regular and sufficiently expert. With such articles, you will be able to once again show your audience your expertise in this niche, increase loyalty and engagement rates. And these are some of the key parameters for the successful and effective development of your site and business as a whole. More information on how to properly organize and maintain a corporate blog is available here.

Section for wholesale customers and business partners

If you work not only with the retail market, if you want to scale your business by attracting new partners, then you should think about what you can offer them. It is better to place the relevant information in a separate section of the corporate website so that wholesalers and potential partners, that is, those who will be interested in it, can immediately see where they can find it and not waste their time.

In this block, you should place information about the affiliate programs that are currently active for you, describe the terms of wholesale purchases, add links to the relevant price lists. It would also be a good idea to highlight the tools that you plan to use for the comprehensive development of your business, thereby persuading potential clients and partners to cooperate.

Contacts

This section is mandatory for absolutely any business, since in it your potential clients will find all the necessary information about how to interact with the brand. In particular, here you need to indicate:

• all phone numbers that website visitors can use to contact company representatives;
• e-mail, links to profiles in instant messengers, social networks;
• the physical address of your representative offices in a particular region so that customers can appreciate the convenience of delivering your orders, the possibility of self-pickup.

In some cases, it would be a good idea to add a map with the location of the office or warehouse, as well as other related information, if it is relevant to you. It is important to remember that the more communication channels you provide, the more convenient it will be for your audience to find points of contact with the business, which will significantly increase the chance of placing an order.

Thinking over the design of a corporate website

We have already mentioned that any website, especially a corporate one, is a business card of the business as a whole. But its design is this is what will help create the appropriate atmosphere, emphasize the solidity of your company, its reliability. The visitor's emotions can be influenced by the shapes, colors, fonts used. Here, the emphasis should be on solutions that evoke a feeling of confidence, calm, trust. Everything should be designed in such a way that after interacting with your site, a potential client or business partner has a pleasant impression. Moreover, correctly selected solutions will help increase brand recognition.

Modern trends rely on minimalism, a harmonious combination of color solutions with the addition of several bright accents that will attract the attention of the audience. The image should be high-quality, clear, and the fonts should clearly stand out against the basic background. This way, people will be able to read your text without straining their eyes too much. Do not forget that the website design should harmoniously fit into the overall corporate style of the company. If you already have a brand book, then be sure to use corporate fonts and colors when designing your website.

The entire design of your corporate website should be user-friendly and pleasant. It is also very important to provide a mobile version of your online presence, since most of the modern audience prefers to go online and view websites directly from their smartphones and tablets. This means that your website should be displayed as correctly and beautifully as possible on any user device, regardless of its screen size. Moreover, the presence of a mobile version is one of the mandatory requirements of modern search engines. If you do not provide it, you should not expect high positions in search results. Here you need to use adaptive layout and develop separate layouts for smartphones, tablets.

Creating the functionality of a corporate website

By the functionality of a corporate website, we mean a set of options with which visitors to the resource can solve current problems, and businesses - achieve their goals. This category of tools includes:

1. CTA buttons. These are buttons through which businesses engage the audience in interaction. By clicking on them, you can order a product or service, make a purchase, subscribe to a notification mailing list, read more, etc. The presence of CTA buttons is mandatory on all sites where it is necessary to receive conversions. Therefore, it is important to place them in visible places of the online platform, where the likelihood of interaction between the user and the business is highest. For example, 3 such buttons are usually placed on the main page. They must also be present in the product catalog.
2. Feedback form. Another mandatory element of any commercial site. It is used to collect applications, reviews, and requests for cooperation. Such buttons are usually placed on the main page, as well as in the "contacts" section. Other options are possible depending on the specifics of the business and the features of the catalog.
3. A search bar for quickly finding a product, service, information, including auto-completion, a system of filters, sorting. This is what will allow your visitors to find the information they are interested in as quickly as possible, if necessary. It is usually placed under the header, that is, in a visible place.
4. Breadcrumbs. This term has come to be used to describe a navigation chain that displays the path from the main element on your site to where the user is currently located. This improves site orientation, and the visitor can go to any other stage at any time with just one click. This solution will be especially useful in product catalogs with a large number of attachments.
5. Personal account. This is where the personal information of your business client will be stored. Directly from this account, you can manage your orders and conveniently interact with the company's managers. If desired, you can add personalization elements here, such as special offers, individual bonuses, recommendations based on purchases already made, etc.
6. Registration form. Only a registered user will receive a personal account. But here it is important to think through the form so that the user spends a minimum of time filling it out. It should also be very simple for subsequent authorization. Therefore, it is in your interests to remove secondary columns, leaving literally the name and phone number. Another useful solution would be to add the option of authorization via social networks or by phone number.
7. Online chat. Not all users prefer consultations by phone. For many, a more convenient option here would be correspondence, namely online chat, operating in real time. Through it, consultations can be provided, assistance in choosing a product or service, solving difficulties that arise when placing an order, etc.
8. Placing online orders. This includes not only the ability to directly place a purchase, but also the choice of the most convenient method of payment and delivery of the order, the presence of notifications about the status of the purchase, the ability to track delivery, etc.
9. Interactive widgets. These are additional activities that are designed to attract the attention of the audience and interact with your business. Alternatively, you can place an online calculator to calculate the cost of an order with delivery to a particular region of the country, the final price of a wholesale purchase, etc. You can also provide mini-games or quizzes, providing the winners with additional bonuses or discounts on the purchase.
10. Pop-up. These are pop-up windows that you can use to convey important information to your audience, stimulating them to further interact with the business and make a purchase. Alternatively, you can use pop-up windows to remind a person about a personal discount, show them that the manager is online in the chat, ready to provide advice, etc. Thanks to pop-up windows, you will attract the attention of the audience.

Additionally, the functionality of the corporate website can be expanded by integrating with other services. Alternatively, you can connect analytics tools to it so that the webmaster can immediately receive all the information he needs about the effectiveness of the site, analyze the figures obtained and take appropriate measures to improve the indicators. You can also automate some of the work with the user audience by connecting your site to modern CRM systems.

Features of promoting corporate sites

Promotion of corporate sites is necessary so that your potential clients and business partners can find your business on the Internet directly through organic search. This means that the online representation of the business should be at the top of the search results. The basis of all this work is competent SEO promotion. Only with its help can you get excellent results and ensure their preservation over a long period of time. For new sites at the launch stage, you can also use contextual and targeted advertising, but in this case, the financial investments will be quite serious, that is, it is impractical to launch such campaigns on an ongoing basis. That is, from the very beginning, prepare yourself for the fact that you will have to work with SEO. In particular, you will have to act in the following areas:

1. Internal SEO optimization. In this case, we are talking about creating a website that would be highly appreciated by the audience in terms of ease of use, information content, as well as the search engine in the process of scanning and indexing pages. Here it is important to work out a number of technical aspects, collect a semantic core, distribute keywords into separate categories, sections, prepare relevant content. All this is important to do at the stage of launching the site, which we mentioned above. That is, you are already initially making an SEO-optimized resource. As a result, you will have to review current key queries from time to time and make appropriate adjustments to the content, as well as write texts for the blog.
2. External SEO optimization. Involves collecting external link mass. In this case, you need to select a number of authoritative resources in your niche and agree on publishing your materials on their platforms, containing links to the corresponding pages on your platform. The larger the external link mass, the more trust search engines will have in a specific resource. This will help it move to the top of search results. But again, we repeat that it is very important to get quality links here. Otherwise, you can make the situation worse by getting sanctions from search engines. In this case, we are talking about launching a link mass from dubious, second-rate sites.

To perform these works, it is better to involve an appropriate specialist, as well as use specialized tools that will help optimize the upcoming work, automate some of them, collect analytics and structure data. Thanks to such a comprehensive approach, you will keep the promotion of your own website under control.

Additional recommendations for promoting a corporate website

Now we will give a number of recommendations, using which you will significantly simplify and speed up the promotion of your corporate website to the top of search results:

• Approach the choice of the domain of the online platform as professionally as possible. The name of the company, its field of activity should be displayed here. Thanks to this, the audience will understand what site we are talking about from the URL address. The domain zone should be classified either by region or by topic of activity.
• Think over commercial factors. This point will be especially relevant for sites that specialize in the sale of goods and services. All the material that will be presented on your sites should emphasize your authority, reliability, and indicate the high quality of your products.
• Focus on forming a solid brand image. The company's reputation is taken into account not only by users, but also by search engines. Therefore, it is important for you to track the audience's feedback on interactions with you. Track reviews and other mentions of you on the network, thank them for positive feedback and try to smooth out the negative, if any. Publishing expert materials, attracting the services of opinion leaders in your niche, additional participation in popular media, launching interactive events, etc. will help to form a good reputation on the network.
• Register your business in reference directories, add it to Google or Yandex maps. This is what will allow you to increase the volume of external link mass and improve the influx of the target audience. Thanks to the presence of a mark on the maps, you will get an additional platform for collecting reviews and responding to them. You can register in all directories and relevant sites presented at the top of the search results for your target queries.
• Launch internal interlinking to connect pages with each other. This will improve the movement of the user audience on the site, improve the quality of indexing. In the main sections, leave links to lower-level attachments, while in subsections - to adjacent or higher ones.
• Avoid duplicates. This problem is very often observed on sites with a large number of pages. The presence of duplicates negatively affects the promotion of the site. A regular site audit will help to identify such a problem.
• Add micro-markup to your site. This is what will allow search engines to better understand how your site is structured and what information it contains. It is optimal to use extended snippets here.
• If you work in the B2B segment of the market, it is important to focus primarily on your own benefit, namely, reducing costs, increasing work efficiency, and optimizing internal processes. Here the main emphasis should be on highly specialized queries, introducing them into the content.

It will also be useful to launch referral programs for partners and clients, SEO promotion of even local representative offices, if they are provided for in your business. In any case, do not forget to regularly test your site, monitor the dynamics of its development and make appropriate adjustments in a timely manner. All your actions should be aimed at ensuring that the audience feels comfortable on your site and returns to it again and again.

Let's sum it up

As you can see, launching a corporate website involves the implementation of quite large-scale work both at the preparatory stage and after the launch. This is the only way to get an online platform that will be highly efficient, will attract clients, business partners, will increase sales, and will help maintain your image as a solid and reliable brand.

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