Corporate web design is crucial for promoting a company and its products/services. Clear content, effective branding, and easy navigation are key components. Functionality is important to avoid losing visitors.
Unlike many recreational or personal websites, business websites are created for the specific purpose of promoting and branding a company and its products or services. Corporate web design has become as much a part of marketing and communications as a company’s announcements, press releases, and other promotional materials. Some of the most important components of corporate web design are clear content, effective branding, and an easy to navigate layout.
While features such as elegant graphics and Flash animation can serve to impress visitors, the most important feature of any business website is clear and accessible content. Corporate web design that focuses on site aesthetics but neglects to ensure the presence and clarity of key business information is ultimately ineffective. Copy or text on a company site should be clear, concise, and free from corporate jargon and clichés, such as “synergistic,” “impactful,” and “think outside the box.” Website visitors should be able to easily access information that will give them a clear overview of the company. This information is typically organized into sections such as: Welcome, About Us, Mission Statement, Contact Us, and Media.
Branding is another important component of corporate web design. The company logo, corporate colors and even corporate font should be used consistently within the company website to ensure that visitors are able to associate them with the company. A business that wants to establish itself as a cutting-edge, high-tech company might choose features like a Flash intro and streaming video and audio, while a business that wants to portray itself as warm and friendly might choose to feature photos of faces smiling and employees helping customers. However, a business wants brands itself, it can do so through corporate web design using a combination of the right graphics, colors and copy.
Corporate web design that leaves no room for a high level of site functionality risks losing visitors who may become frustrated with the site and leave prematurely. Websites that take a long time to load, contain broken links and script errors, and are difficult to navigate all reflect badly on the business as a whole. A business website layout should feature clearly labeled menus and sidebars, as well as plenty of buttons to help visitors return to the main pages. Websites that contain a high volume of content organized across several pages should include a sitemap to streamline the visitor’s overall site experience.
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