Creating corporate website content involves writing skills which balance the needs of the target customer and the goals of the website owner. When targeting corporate clients, a website will serve as the virtual receptionist and must have a welcoming home page for receiving and making the site visitor feel comfortable. Decisions are often made after viewing a website’s product or service offerings. So, in addition to the welcoming Home page, business website content must include a well-written About page, Product or Services Page, and Contact Page.
Basic Corporate Website Content
Home Page: Search results often lead Internet users to the Home Page, a web page which gives site visitors a quick idea of the company or business, what it does, and the products or services that it offers. The Home Page introduces the website and gives an overview of what the website is about. Colours, text and images appearing on the Home Page set the theme of the website. The Home page must have a link to other parts of the website and every page of the website must have a clear link back to the Homepage.
About Page: The About Page is where site visitors can learn about the business and the owner/s or people behind it. Use the About page to connect with readers by telling the story behind the business. Include important contact details at the end of the About Page.
Product Page: Most sales are made at the Product Page which identifies the products, their uses and other important information. While marketing products and services is a primary goal of the corporate website, the approach must be subtle so that web page content of the Product Page must be geared towards the target client, his needs and how the products can improve his business or life.
Services Page: Businesses which offer services to clients need the Services page to identify and outline the different services they offer. When there are several services involved, the Service Page will contain a bulleted list enumerating each service which is linked to a separate web page devoted to the service information.
Department Pages: Companies typically consist of departments which clients and potential customers may wish to connect with directly. Separate department web pages encourages further reading, helps site visitors become familiar with the business, and builds trust among potential customers.
Tips for developing Product/Services Page
Describe the products or services: Readers go online to search for products and services that they need, and hope to learn more about them before making a decision to purchase them. Products and services pages must describe what the corporate website offers in clear terms. These pages must tell the reader what the product or service is about, using bullet points to list features, benefits and uses. Describe the benefits and list a product or service’s uses for the reader to understand how they meet specific needs.
Show value for money: Unlike individual purchasers, corporate clients carefully assess purchases or investments and are less likely to be impulsive buyers. The Products/Services Page must be able to illustrate how the product or service offering can provide the best value for the client’s money.
Provide detailed specifications: Corporate clients are more likely going to purchase or make buying decisions faster when they obtain complete information about the product or service. Enumerate and provide as much details about the product or service. More detailed specifications found in brochures may be incorporated in downloadable PDF files for easy reference.
Add pictures and videos: Pictures speak a thousand words and potential clients can best appreciate a product’s features when they are visualised through photos or videos. Videos not only hold the attention of readers, but are also helpful for showing step-by-step uses of the product or demonstrating how a service works in actual situations.
Make the content all about the audience:While a corporate website must necessarily inform the reader about the business, the people behind it and the product/service offerings, the tone and language must appeal to the target audience. Thus, the website content writer must have a good grasp of the business and a clear understanding of the profile of the target customers, particularly their needs, motivations and wants. Business website content may take on the first person (We) or third person (company name) point of view, depending on the nature of the business. Corporate websites, however, leave a good first impression using a formal tone and third person point of view. Business website content is important because it:
- Tells your story
- Answers questions about your business
- Inspires and entertains
- Promotes decision-making
- Breathes life to a brand, and
- Builds trust
Creating corporate website content requires a good blend of writing and subtle marketing skills. A website content writer’s background, experience, portfolio and testimonials are a good gauge of the skills of a content writing service.