When building a corporate website, it's common to encounter a disconnect: website requirements are limited to "having an official site that displays products," while business introductions simply copy text from brochures. As a result, after the site goes live, customers can't find the information they need, and operators don't know where to update. To solve this, you need to consider website requirements and business introductions within the same framework, not as separate tasks.
Clarify Core Business First, Then Define Website Requirements
Website requirements shouldn't just be "build a website"—they need to be specific to your business. Start by answering three questions:
- What customer problems does your business primarily solve? For example, do you provide equipment, services, or solutions?
- What information do customers care about most before purchasing? For instance, product specifications, service processes, case studies, or certifications.
- Which business areas are current priorities that need prominent display? Which are secondary and can be placed in less prominent positions?
Write down the answers—this forms the foundation of your website requirements. For example, if you're a corporate training company with core business in internal training courses, your website requirements should include course listings, trainer introductions, and a custom training process, not just a photo of your office building.
Organize Business Introduction in Customer-Friendly Language
Business introduction isn't about copying your company profile or product manuals; it's about expressing information in a way customers understand. Keep these points in mind:
- Avoid internal jargon: For example, "providing one-stop solutions" is less specific than "helping you complete the entire process from equipment selection to installation and maintenance."
- Highlight value, not just features: When introducing products, don't just say "uses imported motors"; add "for more stable operation and reduced downtime."
- Arrange content according to customer decision-making order: Typically, customers first look at "what you do," then "can you meet my needs," and finally "how to contact and cooperate." So, your homepage should have a one-sentence business overview, followed by sections on services, case studies, processes, and contact information.
Structure Your Website to Align with Business Introduction
When planning your website's structure, base your column design on the business introduction content. For example:
- Homepage: Include a one-sentence introduction to core business, main product/service entries, and latest case studies or news.
- About Us: Don't just write company history; highlight your capabilities, team, and certifications to build trust with customers.
- Products/Services: Categorize by business type, then subdivide each category. Ensure each product has its own page with applicable scenarios, specifications, images, etc.
- Case Studies: Showcase successful cases related to your business, including customer background, problem, solution, and results (remember to anonymize).
- News/Updates: Publish company news and industry insights to keep the site fresh, but ensure content is business-related and avoid irrelevant reposts.
If you have multiple business lines, you can set up sub-columns, but avoid deep hierarchies. Aim for users to reach any page within three clicks.
Let Website Requirements Drive Content Preparation
Before building the site, list the required materials based on your business introduction to avoid missing images or text at launch. For instance:
- Each product needs 3-5 high-resolution images and a description.
- Each case study needs background, challenge, solution, and results sections.
- Team introductions need member photos, titles, and areas of expertise.
When preparing materials, name image files with business keywords, such as "shuinifasheji.jpg" instead of "IMG_001.jpg," to facilitate future maintenance and SEO optimization.
Continuously Adjust Based on Customer Feedback After Launch
Going live is just the beginning. Operators should regularly check:
- Can customers easily find answers to common questions on the site? If not, consider adding an FAQ section or adjusting navigation.
- Is the business introduction outdated? For example, if service processes change or products are updated, modify content promptly.
- Use backend data (if available) to see which pages get more traffic and which have high bounce rates, then optimize content accordingly.
Combining website requirements and business introduction isn't a one-time task but a continuous iteration. Every business adjustment should be reflected in website content to maintain consistency.
In summary, treat website requirements as the skeleton of your business introduction, and business introduction as the lifeblood of your website requirements. Only by integrating both can you create a truly useful corporate website. If you're planning a new site, consider organizing your team to clarify business first, then start designing pages.
