No company has
ubiquitous mindshare. Even ones that think they do should still ensure their homepage
reiterates their business functions, goals, and successes so that readers do not
have to waste brain cycles trying to fill in the blanks. (Even behemoth brands like
Coca-Cola fall short of 100 percent world saturation. They might only be missing a
few sheep herders in the mountains of Tibet, but be sure they are spending marketing
dollars to reach them.)
Large companies may feel their business models cannot be explained succinctly
enough for the homepage, and that several lengthy pages in the About section are
required to espouse their brand initiatives, service details, and value proposition.
Any company story can be reduced to a paragraph. It just requires precision copywriting
and confidence on the part of the institution.
Bottom line, no company is too big or too complex to summarize for visitors, first-time or
otherwise. Even the shortest synopsis helps people to know if they are in the right place
or not, so don??™t make them dig for a basic explanation.
Opportunities to learn more
A business??™s homepage serves as a giant diving board for launching into deeper pools of
content.
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