Overview of the company
Although it??™s a number impossible to quantify, most businesses would be astonished to
know how many people land on their site with absolutely no clue to what the business
produces, manufacturers, manages, or consults about. Either explicitly or implicitly, a fundamental
explanation of any company??™s reason for being should exist on the homepage.
This message can arrive through several channels. A simple block of text often works well.
The right-hand image in Figure 5-1 shows Medicor Imaging??™s homepage, which explains
what they produce from the outset. (Notice that they mention DICOM, imaging, and
healthcare??”keywords that their target audience specifically looks for.) Other companies
might use taglines, photography, graphics, animations, or a combination of elements to
paint a picture of the company??™s services.
Explaining the corporation??™s business should be a front-burner priority for the homepage.
Many global brands fall into two pitfalls that prevent them from doing this well:
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They think that they are too well known to explain themselves.
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