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Web Design For Corporate Companies.
By Ralph
One of the basic principles of marketing is market segmentation. Matching the right product and services to the right market is critical. This certainly applies to the business and industry. There are obviously several market segments in the business, let alone the IT business in general. There is on the one hand the lower hand of the market i.e. the discount market. This market consists primarily of small businesses and one man bands who have either just started their business. We are here talking of companies or individuals who have a limited budget to spend on their web design, so price is definitely an issue. On the other end of the market there are the corporate companies who have the budget but have very different needs in terms of web design. Trying to sell to each one of these markets requires a different approach. How do we then sell to corporate companies?
A large and medium business looking for a company will probably use similar keywords if they are using search engines. and web site design are the most popular keywords, so go for these in your adwords campaign and search engine optimisation. Corporate customers will however expect to find a potential supplier whose web site design projects a corporate and professional look.
The supplier’s look and feel is therefore a key factor. Afterall and like it or not, first impressions count. What is this corporate look
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and feel? If you are not sure, look at some of the corporate web sites. Look at Nokia’s web site for instance. Professionalism is obvious. Well groomed design, a bit of flash animation, not many colours. Certainly no spelling or design mistakes. The corporate requires particular attention to details.
Obviously the products or services on offer through the will to a large extent determine this look and feel. Corporate identity and the company’s ‘voice’ needs to come across loud and clear through the web design. Use of colours, logos, trademarks, corporate figures on the will usually achieve this corporate look.
Whilst budget and discount companies would show their prices on the web site, corporate web sites need not show your prices. Remember we are not necessarily selling to a price sensitive audience here. Showing your price on the web site might actually put potential corporate customers off your services. Price it too low and your potential corporate customers might think that your services are not good enough. You would be surprised by what some companies are wiling to pay or have been charged for work. Although your potential customers will want to have an idea of cost from the outset, I would not actually show my price list on my corporate web site.
Once the customer goes past your web site and decides to enquire about your services they would expect to be greeted by a professional team. Make sure your sales team, even if it’s just you, come across as being professional. Corporate customers expect to treat with corporate companies. These might not necessarily be large companies but professionalism and track record is a must. Telephone manners, the quality, value and timelines of your quotes are crucial. You have no room for error when you are dealing with people who expect to pay for an excellent product and service.
The corporate market is certainly a lucrative one. If you are used to servicing the discount market, you need to think twice and prepare for a different package offer. You will need to invest into designing your own web site for a more corporate look and feel. You will also have to look into training your sales staff and your internal communication processes so that you come across as a corporate company yourself.
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