The main goal of a corporate website is to show who we are and what we do. Though obvious, few companies know how to do it correctly. Get the most out of your website with the following Do’s and Don’ts.
Although it’s no longer necessary to convince companies about the importance of having their own website, this doesn’t necessarily mean that they understand how to use it.
Understandably, companies think that the images of their facilities, a photo of the executive team or a welcome message from the president is important information that deserves to be highlighted. However, for an outsider, these items have no interest. Moreover, they are a nuisance.
What the visitor wants to find on our website is our product.
Most people visiting our website got there because they were looking for a specific product or service. Probably they’ve spent a good while looking at one site after another, and when they finally come to us they are tired. The last thing these visitors want to do is to go through a maze of menus, read endless texts or interpret incomprehensible brand names to understand what we do.
For international visitors, we must add the language problem. Even if our business is local, thousands of companies from other countries are studying our market seeking for potential customers, suppliers or partners. Having an English version of our site is not a perfect solution, due to the translation problems.
If we want to increase the chances of getting a new customer or business partner, we should help visitors understand quickly and easily who we are and what we do. The best way to achieve this is to show our product in the home page of our website.
Examples of what should NOT be done:
1. Images of the production facilities
This company decided to show a photo of the factory and a child on their home page. Who would guess that this company distributes paints and varnishes?
2. Ambiguous images
In this case, we find an image of water. Maybe they are pools manufacturers? No, this company makes sanitation pipes.
3. Images that have no relation to the activity of the company
Without doubt, the design of this site is very appealing, but the background image does not help at all to understand what they do. They are an advertising agency.
4. No image at all
This is the most puzzling example, as the home page does not give any indication of the sector to which the company belongs. They are power suppliers.
Examples of what should be done:
1. Isolated Product images
The main image is nice, but somewhat confusing. Do they design interior furniture? Fortunately, just below we find tile images.
However, we must be careful how we use isolated images. In this example, the images are ambiguous, since the tiles can be easily mistaken for marble. It would be necessary to contextualize the images.
2. Product images within a context
In this case, there is no doubt. The company sells caviar. The caviar is accompanied by a spoon and an image of the packaging to leave no doubt.
3. The product is everything
This is my favorite example. The product images dominate completely the site. Even the logo appears only on a secondary level, as an element of the menu. Perhaps, this site would need context, adding some element related to olive oil, to be almost perfect.
4. Projects images
There is no excuse for service companies. Product images can be replaced by images of their projects.