A unique role for the corporate site in supporting sales

Jonathan Holt. Jonathan is a white man with snort dark blonde hair. He is wearing a light collared shirt. Jonathan Holt | 15 Nov 2022

Your corporate website can play a key role in converting potential customers and even non-customers into active customers

Of all the audience groups who visit corporate digital channels, customers are the most likely to report a failed journey and worse brand perception as a result of their visit, according to data from over one million survey responses that we have collected on prominent corporate websites over the past 11 years. 

The most obvious explanation for this is that customers’ needs have often simply been overlooked. So, what do they need? 

The answer for existing customers is most often clear routes to helpful customer service, but among potential customers, aggregated survey data suggests that more than half are looking for either specific product information or information about the company – or both.

Customers Existingcustomersvisitreason

Existing customers visit reasons

Customers Potentialcustomervisitreason

Potential customers visit reasons

Note: the above images are taken from the Bowen Craggs Club event's "Spotlight on Serving customers" presentation

This speaks to an important role for the corporate website: explaining the products or services and the company in a holistic way that no other part of the digital estate is likely to do. 

On estates that are structured around a decentralised, or subsidiaries, model, where brand- or business-level websites provide most of the marketing information, the big-picture view of the customer offering can be entirely overlooked. In the worst, most fragmented cases, this can mean missed opportunities to cross-promote the company’s wares.

Best practice

Nestlé’s Brands section is one example of a company doing the big picture well, particularly in categories – Coffee, for example – that have been recently refreshed. Not only can you easily see all the things Nestlé does, but there is good context around the category and also the flagship brands, including ESG-related signposts and facts. 

Screenshot of the 'Explore our Coffee actions' panel in Nestle Brands section. Image to the left of the screenshot shows a bearded white man wearing a bandana on his head surrounded by green foliage as he picks coffee beans, a bowl of red beans in front of him. The the left is a panel of text and links with the headings: Producing coffee sustainably, Supporting coffee farmers, Developing low carbon coffee varieties, and Making the coffee industry more sustainable.

Providing context around the category and flagship brands supports key messages and informs buying decisions

In other words, there is a very appropriate blending of marketing and corporate communications. 

Non-customers and those who are potential customers but have come to the site with a different hat on (as jobseekers, investors etc) will also benefit by gaining a better understanding of what the company does. And some of them may even be tempted to discover new products or brands as a result.