An impactful corporate site goes beyond just good web design.

With over a billion branded web experiences across the internet—many of which serve as the front door to a business or organization—driving engagement is essential to attracting new customers and maintaining existing ones. While modern site builders empower users to simply click and drag elements into visually-striking templates, tools such as these tend to be geared toward smaller businesses or creative portfolios. At the enterprise level, however, a corporate marketing website requires a much more tailored and strategy-driven approach. Here are some important factors to consider when designing and building a B2B website that drives customer engagement and conversion.

Measurable Goals in Mind

Every business website should have a set of goals or KPIs in mind. However, many templated site building tools assume high-level goals without a deep understanding of your brand's unique strategy and positioning in the market. While these may serve the needs of a boutique bakery or a wedding photography business, a more complex company specializing in the design and manufacturing of specialty tech accessories may run into limitations in terms of establishing and measuring more nuanced goals and metrics.

A seasoned, specialized website design & development agency will always meet with their client early in the project to discuss their overarching vision and specific goals for the website. As a result, your team is equipped with a more robust web platform catered toward your organization's customer base and measures of success.

Grounded by High-Quality Imagery

Adding photos and videos to a website may seem fairly straightforward. For example, when using tools such as a templated site builder, it may be easy to click-and-drag your photos into a gallery module. However, some plug & play platforms such as these tend to overlook image optimization, resulting in blurry or low-resolution photos and videos. Moreover, this may negatively impact the performance and speed of your website, resulting in a compromised experience for your users and potential customers.

Services that allow you to build websites for free have a limited amount of space to store photo and video information. In order to compensate for this space, the program will oftentimes decrease the quality of your visual content to save room. In return, your media ends up lacking quality.

An experience website firm will take the time to optimize each and every image so that it appears the way you want it to on your website. This can be seen as adjusting the resolution properly, changing its size, and even ensuring that it works well on new retina displays that are common in many laptops and desktops.

Quick & Seamless Experience

47% of consumers expect a web page to load in 2 seconds or less; does your corporate site achieve this? Website speed can be increased through leveraging browser caching, so that when a user visits your website, the browser doesn’t have to reload the entire page.  You can also improve your server load time by locating large queries that may be bottlenecking the website load times. Finally, you can optimize your images and other visual content so that your browser doesn’t have to work too hard to load the page.

Designers will also consider the accessibility of your website. They will ensure that your website can be viewed by anyone, regardless of a disability that prevents them from seeing certain colors or reading content. It's also essential to ensure that your website performs just as well on mobile as it does on desktop. Many templates claim to be mobile responsive, but a properly coded website will work just as efficiently on mobile as it does on the desktop version—and not just shrink everything down. This is extremely important as 53% of users will leave a mobile website if it takes longer than three seconds to load.

Clean & Efficient Code

All websites are built using a combination of different computer languages. When you use a template-oriented program to build your website, you will rarely see this code and making changes to it is nearly impossible.

The code for templated websites is often messy and can lead to slow performance. That photo carousel may look nice in the preview, but once implemented it’s often slow and inefficient since it was not coded properly. In the case that you have access to making changes to the HTML or CSS, it becomes apparent that every template is different which means the code for every template is vastly different. This can lead to hours of unsuccessful troubleshooting and in the end, you may be forced to compromise for a different result.

Code is also the backbone to positive search engine performance. Google now has the capability to determine the quality of your website. If they sense that your website will serve as a bad experience for the user, you’re more likely to be placed lower in search engine results. Websites that are not coded properly serve as warning signs for search engines like Google that your website may not provide the user value.

Systemized, Yet Simple Design

To deliver a truly stunning and conversion-driven website, you need to consider every aspect of the experience. From the look of the front-end with optimized imagery, to the back-end that keeps the website running properly—effective web design is simple, yet meticulously systemized. By prioritizing these aspects of your site, you’ll be able to quickly establish the appropriate website decisions and reach your audience most effectively.

When it comes to great web design, the fun part tends to be picking out your typography, imagery, and color palette. Fleshing out your website with the proper visual elements always helps it come to life. However, web designers are trained to think about the less exciting aspects of web design: the user experience. Understanding how a user will navigate a website and designing each page to properly support their intentions is extremely important to achieving your website goals. Hoping to drive sales and adoption of your company's new product? Then your website should efficiently lead prospects to that part of your website. Consider the user experience as understanding the psychology of your website users. Consider hiring a digital agency such as Baunfire to design & develop your corporate website from a business-oriented, holistic viewpoint.

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