Revised February 25, 2019
Revised November 29, 2017
Revised May 12, 2017
The core of any organization’s online presence is its website. A company’s website is its face to the world, first impression for many prospective customers, online storefront or office, key brand communication vehicle, and digital sales engineer—all rolled into one.
A business home page needs to concisely communicate what the company does, for whom it does that, and why it is different and better than every other firm with similar offerings. It should logically guide visitors down paths that meet their needs, and compel them to contact the company, subscribe, download, or simply learn more.
Ideally, the website should set the company apart not only through words but also the visual presentation: what “personality” does the brand convey through the colors, fonts, layout, and other design elements?