Corporate Best Practices
What would comprise best practices for a corporate web site? This varies according to the interests of particular corporations and their corporate interests versus each audience, not to mention markets and products. Also, a site used for transactions, product sales, internal communications or other such applications will have highly specialized requirements. Leaving those matters aside, a generic checklist might look like this:
 | Decide whom you wish to serve. For each audience, different criteria apply, but it is feasible to treat all audiences via one site. Professionals at your company will know the basic information needs of each group. Going out via the Internet, however, offers the chance to communicate more than in the past and comparisons with other companies which communicate openly will be a factor in decision making. |
| Research user capabilities and interests in the Internet technology environment. That is, find out what the current orientation the audience has to this medium - whether they use it; what future plans are, and so forth. Some audiences may not yet have connections; others will surprise you. |
| Link disparate (regional, divisional) sites to the main corporate site. This can be extended to industry groups, community organizations and more -- linkage increases the potency of your message delivery strategy and the value of the site to those who use it for research. |
| The opening "home" page should clearly identify the company and its business, projecting the same "look and feel" seen in advertising, signage and letterheads. Each audience should be able to feel comfortable instantly, seeing their interests catered to with a button or link to information sectors meeting their needs. |
| Navigation must be intuitive and simple. Various examples exist on some of the sites listed below. A readily available site map should be accessible from all pages so the user does not lose his way. Similarly, a home page button should be on each page to allow a return to the starting point. |
| Technology applied is tricky. Simplify it. Many people are unable to use the latest features, so simple presentations are best. Some people will see junk or nothing when they call up sites with the latest sound and motion, because they don't have the software or hardware to handle it. This does not preclude attractiveness, however, so design professionals are essential to the process. |
| Check with counsel. The usual legal and regulatory concerns apply here as in other forms of communication, so appropriate professionals need to be in the data review process. |
| Keep it fresh. The Internet’s appeal is based on immediacy, especially across time zones. Dynamism will make people want to return to your site. Automation can help by channeling certain documents (such as press releases) from in-house production staff, but realize that maintenance is required once the commitment is made and it can be expensive - up to 80 percent per annum of the cost of getting started. |
| Provide a search engine. No matter how well material is organized on the site, people will look for things according to their criteria. A good search software package responds to this personal interest. |
| Provide for feedback. The Internet and web sites are evolutionary by nature. Thus, it makes sense to have a constant feedback loop with the customers or clients being served. A combination of e-mail forms on the site and regular surveys of users will allow adjustment to changing needs. |
