Building a corporate website is fun. It’s fun because it’s competitive.
Companies are duking it out in the pages of Google. They’re sparring in the sponsored content on industry blogs. They’re going toe-to-toe in the trenches of exhibition halls. And they’re screaming in the tinny conference lines of dial-in webinars.
All this for the goal of giving their sales teams more toasty-warm leads.
“Sales Lead: A prospective consumer of a product or service that is created when an individual or business shows interest and provides his or her contact information. Businesses gain access to sales leads through advertising, trade shows, direct mailings and other marketing efforts. They can also purchase sales leads from third-party companies. A sales lead is not a sales prospect, meaning that further qualification of the lead is necessary to determine intent and interest.” – Investopedia
Gotta love it.
Unfortunately too many of these companies are testing out different tactics (Blog posts! PPC ads! Sponsorships! Drip campaigns!) without having a firm grasp on which tactics are suitable for what objectives.
It’s a shame, and I don’t want you to make the same mistake. So, in this lesson, we’re going to review the fundamental objectives of a corporate websites. We’ll look what the objectives are, their purpose, and how you can gauge their success.
As you go on to build the rest of your site, everything you do should be supporting these objectives. That means every bit of content you write, every plugin you install, and every design change you make.
Let’s get started.