Home > Basics > Providing the “Table Stakes” for your Corporate Website (Pt. 1)

Providing the “Table Stakes” for your Corporate Website (Pt. 1)

August 25th, 2009


I posted earlier about what users are (or will be) looking for when they visit your company’s site. First let’s talk about the basics. What do you need to have on your site that just get you in the game (the table stakes, to use poker terminology).

Brand information
Obviously, the brand comes front and centre. The main landing page has to reflect your brand properly. All brand attributes need to be reflected, not only in the look and feel, but also in the experience. That means that, unless you want your brand associated with “wasting my time,” or “making me do unnecessary things,” don’t have a splash page. Your URL leads directly to the message you want to get in front of your audience right away.

(Side Note: It seems that most web developers realize this intuitively. Most splash pages have the “Skip Intro” link, leading me to believe that most developers understand that people don’t want to see it. I’d love to see the stats to see how many people watch the splash intro in its entirety.)

Company information
Who are you? What do you stand for? Who are your leaders? What’s coming up for the company, including any major press releases, trade show presentations and public financial information. This is where people doing research into the company are going to gravitate. It’s a great opportunity to put your best foot forward.

Major product and/or service information
You have products or services you want to promote, right? Keep this section updated, relevant and with all of the information your customers will want to know about the products or services, including specifications, limitations, updates, notices and, if applicable, where and how to purchase them. If you don’t already have eCommerce capabilities, link to the resellers that have your products, preferably directly to the product purchase page. Make this interaction as Low Friction as possible.

Search engine (that works!)
Invest in a search engine for your site that actually works and delivers the results users are expecting. This is not just good user experience, but also a great way for you to get insight into what your customers relate to your brand. Don’t make them hunt. Again, Low Friction interaction on your site.

… Continued

Categories: Basics
  1. August 26th, 2009 at 13:23 | #1

    I couldn’t agree with you any more with regards to the intro. It’s just a waste of time and I can honestly say I have never once viewed the intro unless I had to i.e. no “skip intro” button.

    Can’t wait to read part 2.


  2. August 30th, 2009 at 16:25 | #2

    We re-launched our company website a year ago and I was never completely satisfied with it. We are aggressively taking a look at it now to correct what was not working. Thanks for the insight….I will take some ideas from Part 1 and 2 and make them work for us.

    And….I love the chicken and the pig story.


  3. August 31st, 2009 at 15:42 | #3

    Thanks for the comment, Deanna. Over the next couple of weeks, I have more posts coming up on how to create a relevant corporate website, but in the meantime, Seth Godin wrote a post some time back on how to create a “Good Enough” website. You may want to check it out.

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