What makes a good corporate and corporate website

What makes a good corporate and corporate website

Paul Schmidt 14. March 2018 Expert Topics

0 Comments // Reading Time: 6 min.

Today, it is no longer a question that a large company or a group of companies needs a meaningful website that is convincing in terms of both content and technology. But in contrast to the classic corporate website - the digital business card on the Internet - a website is a much more versatile affair for a corporation or a large company. We show you what is important about a corporate website: no matter whether the user is a potential customer, an investor or an application candidate for your company.

The heart of the website: the home page

Many users of a corporate website first land on the home page. Thus it is not only the heart of a website, but also the summary of all contents and the central pivot. The first thing that should be clear on a start page is what your company does, what your offer is like and what is currently happening in your company. Furthermore, the contents of the home page should be structured in such a way that the majority of users are presented with the contents that are relevant to them. Therefore, you should be aware of who the core target group of your website is. If you pick up this large group, you can guide all other users to the content that is important to them via intelligent navigation and a well-functioning search.

The overall site structure and navigation

Unlike an online magazine or a small website, a corporate website has to cope with a multitude of different formats and communicate them well. So it is important to consider before the implementation of the website, into which individual parts one wants to divide the content to be presented.

Classic corporate websites usually contain content categories such as:

  • Product and service description: What does your company do? What kind of products does your company produce? What services does your company offer?

  • Company structure and team: How is your company structured? What type of company are you and are there subsidiaries/sister companies? Who works for you and who manages the business?

  • News and Press: What news and reports are there in your company? Here you can make press information and data available to interested journalists in a comprehensive and compact form.

  • Shareholders: If you can invest in your company as an outsider, a shareholder area is indispensable. Here you can find all information and documents such as quarterly reports for investors.

  • Careers and jobs: Employer branding means that companies not only make themselves a brand to potential customers, but also present themselves positively and attractively to their employees. In a career section on your website, you should make it clear why it is worth working for your company in addition to the current job advertisements.

Your company needs a web presence?

Depending on the case, there are of course other page areas for corporate groups and larger companies that require a main category on your website that is tailored to your business area. For this you should make yourself clear, however, to what extent the importance of each individual point is given. For example, the main navigation of a page should not contain more than about 4-6 points, so that visitors are not overwhelmed by small details when they enter your website. In a subnavigation, various details can then be packaged.

You need a good design that reflects your company.

Just like your other marketing materials such as brochures, business cards and trade fair presentations, the design of your corporate website should reflect your company. A uniform image of your company, which is usually defined in a corporate identity (CI for short), is important so that you can optimally transport your business on an optical and thus emotional level. This also applies to the website. Don't forget to communicate your content with a balanced mixture of texts, images and graphics in such a way that you can convince the user of your site with a high information density and visually address it.

Content is King

Microsoft founder Bill Gates said "Content is King" back in 1996. The older the quote gets, the more truth it can be attributed. For several reasons, content is the most important thing for a corporate site: First of all, you won't convince anyone who visits your site if the content on your site doesn't "captivate" them. You have to bring the user to your site with factual arguments as well as with the way you sell your company.

But you only get the user on your website when search engines can also do something with your content. So the second reason why content is becoming more and more important is that search engines, especially Google, are becoming more and more important as a marketing channel. Beside the technical structure, which provides for the optimal machine readability and speed of your web page, Google convincing and substantial contents are most important. And more of it rather than too little. One of Google's highest priorities is to show the user relevant search results. These search result columns should be filled with your website and content.

A separate login for employees or existing customers

For various reasons it can make sense that different contents of your website are not equally visible to all. So you can make with a user login for different visitors different parts of your contents accessible. For example, it can make sense for employees to make certain internals visible above your website that they do not want to show to customers. On the other hand, there may also be individual pages for existing customers that you want to make accessible only to them, not to the public.

The technical foundation

All the points mentioned so far need a stable technical foundation on which you can build your website. A content management system (CMS) is indispensable for the website of a corporate group or a larger company. Here you can manage your website and add multimedia content. TYPO3, for example, is a wonderful CMS to use. Besides the CMS on which your website is based, it is important that all the specific extensions you need for your website are implemented flawlessly. This is the only way to be on the safe side with your company and always offer the user a flawless user experience. Also with regard to search engines, the professional structure of your website is without alternative. If your website is not built properly, the visibility at Google and Co. is in danger. Last but not least, the consistent implementation of updates of the CMS and the individual components is immensely important to ensure the technical timeliness of your website and to be banned from security vulnerabilities.

Conclusion and summary

In order to get a good corporate and company website up and running, the following things are important: to find valuable content that is packed into an appealing design via a meaningful start page and navigation that is based on a technically clean and continually updated foundation.

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