Today I am going to talk about the importance of having a corporate website, in all cases, whatever your business, its size or its nature. Many clients and friends have asked me if having a website would be good for their business, if it is the best way of communication for their project or if it really serves any purpose. With this article, I hope to clarify these questions.
Many people think that you only need a website when you want to have an online shop. The truth is that nothing could be further from reality. In this day and age, a website is practically mandatory for anyone who has a business.
Can you imagine a place open 24 hours a day, 365 days a year, where you can advertise your business, with a minimum investment? It would be cool, wouldn’t it? Well, that’s what a website does. In the digital era, the window to the world is the web.
What is a corporate website?
A corporate website is a website designed to represent a business, a brand or a company on the Internet. It is the best way to have a digital presence.
The main feature of a corporate website is that it brings together all the information that your potential customer should know about your business. What you offer, where you are, how they can contact you, who is the person or people behind your business, and what are your social networks to follow you.
Having a corporate website has a positive influence on your company as it increases your chances of making yourself known on different platforms without the need to be physically in one place, as well as helping the company to keep the customer informed in a faster, more efficient and simpler way.
In other words, the main objectives of a corporate website are to inform, transmit confidence to the customer and add value to the brand. Although it also has other functions such as being a means to increase the sale of products or services and attract new potential customers.
Basic characteristics of a corporate website
Each website is different, as it must be adapted to the characteristics, content, purpose, message and image of each business. Even so, there are certain characteristics that most of them share, and that must be taken into account when creating a good user experience.
- They must be easy to use, so they must have simple functionality.
- In order to keep the user’s attention, it must have creative texts and a good visual language to connect with the target audience.
- It should have a contact form so that the user has a space to communicate with the company.
- The design of the page must be taken into account as accessibility, aesthetics, usability and functionality will depend on it.
Why is it important to have a corporate website?
I am going to list several reasons why I consider having a corporate website to be so efficient, versatile, useful and important for a company:
1. Online presence
You know what they say, if you’re not on the Internet, you don’t exist. Nowadays we all look for information on the Internet before investing in a product or service. It allows us to compare, evaluate and see other people opinions, almost anywhere, before we even go to the physical shop or the office of a potential job.
So only if you have a website, with all the necessary and relevant information for your customer, they will be able to find you too, anytime, anywhere. All this provides speed, efficiency and convenience.
2. Gaining visibility
A website is like a physical shop window, but in the digital world. It is the main communication channel of any business and the centre of the digital marketing strategy.
We are talking about a permanent advertisement of your business, which allows you to reach a multitude of people with a low investment and a worldwide reach.
3. You are in control
You have absolute control over it, the design, the image you project, the message you want to convey, the tone or the testimonials. Only you decide what you want to show and what you don’t, and what you want your potential clients to think of you.
On the other hand, social networks have their own functioning, rules, display styles, etc., but on your website, you control all of this so that the content is where you want it, how you want it and in the order you want it. Many people think that, simply, through social networks, they will get customers and sales. But this is not the case.
Social media is full of stimuli, distractions and advertising. And they are not able to generate the same trust or credibility as a corporate website. What’s more, you can see Instagram accounts with thousands of followers, but hardly any sales. Don’t confuse these concepts, followers do not equal customers. Social networks are a complement or a support, but they can never replace a corporate website, where you set the path of information.
4. It’s your digital banner
You must understand your website as your base camp, your office, the centre of everything. From your website you can centralise and distribute the information and content you want. Because in the end, all the publicity you do will point to your website.
You will achieve a much more powerful effect if you redirect traffic from your social networks to your website, which is the place where you will really make yourself known and where you can make your mark.
5. Permanent advertising
With an investment that is not outrageous for what it provides, a website is your company’s publicity 365 days a year. It is like hanging a poster with all the relevant and updated information, available to anyone who needs it 24 hours a day.
It is your showcase, permanently open, of the added value you bring to your sector.
6. Customer service
It is a way to be in contact with your customers 24 hours a day, because through it, they can make an enquiry at any time or view your services or products at any time.
Providing contact details assures the customer that there is someone behind the business and that if any problem arises, someone will solve it. Knowing that there is communication transmits security. A website provides a certain peace of mind and guarantee that other channels do not.
7. Getting new customers
A website allows you to expand information, build trust and professionalism, and gives you credibility, which is essential for a business. It allows you to connect, tell your company’s story, and ultimately convince your potential customer that you are the best choice for them.
It is true that many clients who have asked me for a corporate website only want it as a fixed showcase. But a corporate website is the perfect way to carry out communication actions, to make yourself known and to help you get new clients, positioning yourself in search engines such as Google.
8. Increasing sales opportunities
Finally, the reality is that getting visibility, customers and sales is the most complicated part of any business. Why make it even more complicated and put stones in your own way to achieve this goal? Let’s make that process easier.
The more channels you work with, the more chances you have of finding clients. But also more dedication, time and work. Social networks give you more visibility and proximity, but only a good website gives you credibility. In short, as you can see, a corporate website plays a fundamental commercial and human role for a company!
Nowadays, if someone tells you to go to a restaurant for dinner… What is the first thing you do? You probably look it up on the internet to look at the menu, see its location or the rating that other customers have posted. But what happens if that restaurant does not have a corporate website? If a business does not have a website, it conveys mistrust and a negative image.
Well. I hope that all these reasons have been able to clarify your ideas and that I have been able to help you decide if a corporate website would be good for your business. As you can see, having a website offers many advantages.
It is true that to carry it out, you have to make a small investment and a subsequent dedication to make it work as it should, but it will undoubtedly contribute much more to your business than if you did not have one.
Common mistakes on corporate websites
Here are some of the most common mistakes you will encounter when visiting corporate websites on the internet and which should be avoided as much as possible:
- Having an obsolete corporate website:
The need for a corporate website is gradually taking hold in companies and entrepreneurs as they realise its importance. So the first mistake is to have a website from the year 2000. Static, with obsolete content, outdated design and neglected. - Do not keep visual communication in mind:
Create pages for everything you want to explain in more depth, but don’t go overboard. Don’t try to put everything on a home page without visuals or calls to action. Visuals help to contextualise and accompany the narrative text. - Do not value the design of the website:
Be clear, direct, concise and above all, think that things enter through the eyes. Visual design and user experience are very important to connect with your target audience. It should also be in line with your corporate identity and brand image, be functional and attractive to attract more interest. - Web that does not adapt to other devices:
A corporate website must be adapted and optimised for mobiles and tablets so that the user experience is the best. The majority of searches are carried out on mobiles rather than computers, despite the fact that it is on the latter that most people buy products or contract services. - Use your website without thinking about search engines:
A corporate website must be findable for searches by potential customers. To achieve this goal, I recommend working on SEO, labelling content well, optimising it, creating quality content, web performance, etc.
If you are not clear about these points, I advise you to consult a graphic designer before creating something on your own that could damage the communication and message you want to convey about your company.
Tips for creating a corporate website
Whether you are a web programmer, or if you are planning to create one with the tools available today, here are some tips to keep in mind.
1. Be clear, direct and concise.
Concise yes, but don’t limit yourself to just a home page, services and contact. Think of the web as the tool that speaks for your business, so set a path. Create pages for each service or product you offer. Explain your processes, work methodology, frequently asked questions about your services or products, include customer recommendations… Make visible everything that represents your business and all the information that can be useful for your target audience to become your customer.
2. Keep visual communication in mind.
Communication on a corporate website is very important. We have to be very clear about what we offer and how we do it. But communication is not just about writing. The visual section is fundamental, not only to support the narrative discourse, but it is another way of communication in itself. A good visual communication will represent the brand image and its values in a coherent way, giving the website weight and credibility.
3. Automate processes.
Take advantage of the versatility of a website so you don’t have to spend your time and reduce your productivity on things that can literally do themselves. If you have a product with different prices, establish the option to buy it or order it and make the whole process automatic. So that the customer does not have to contact you for anything or any doubt.
4. Trust a professional.
There are parts of the development or maintenance of a website that you can do yourself, but there are always elements of design, corporate visuals, user experience, tags… that escape you. We can screw up and the price can be high: disable the website, end up in the queue of the search engine results list, the page is very slow, the website lacks responsive and your visitor ends up getting tired of your website because it does not work properly. Trust something so important to a professional. It will be money invested in avoiding unpleasantness and in peace of mind.
Conclusion.
Is it important to have a corporate website for a company? From my point of view, yes. It is the starting point of your Internet presence, your showcase, your digital letter of introduction and the centre of your business strategy.
If you decide to have a website, you have to bear in mind that the design must be in line with your company’s brand image, as well as being attractive, functional and optimised for search engines. And if you already have one, remember to keep it updated, both in terms of content and design.
Does your business still not have a corporate website?
Hi, I’m Roberto Vidiella.
I am the founder and Creative Director of VIDI. I am passionate about graphic design, and through this blog, I try to deepen my knowledge and share what I have learned during my career. If you leave me a comment, you help me to keep learning and improving, and I’m really excited about it!