It is common for this site to be simple in functionality, that is, without online sales mechanisms, integration with systems or other more complex resources. Therefore, the most important steps are related to the design and organization of the content to generate a good experience for the visitor. It is interesting to think that the institutional website will offer a "virtual tour" experience through the company and this can increase credibility and involvement with the brand in general, thus encouraging the visitor to relate to your brand.
See below what an institutional website normally contains:
- The content is mainly divided between texts with links, images, videos and animations that speak to the nature of web browsing (scrolling, pressing links, brushing to see larger images, among others);
- In most cases, the home page is the most important page on the site and it condenses approximately half of all hits on it. The home page summarizes what is most important and it is common for the visitor to scroll to the end more than others;
- The purpose of the institutional site is not to sell directly, however, it needs to dedicate a session to the products and services offered in order to convince the visitor of its competitive advantages, as well as offering mechanisms to develop the relationship between visitor and company;
- Every client or potential client is interested in knowing if the institution in question is trustworthy, if he can trust what is there and the brand, in general. That is why it is essential to dedicate specific content to this need and this culminates in pages of testimonials, testimonies, success stories, services performed, among others depending on the company;
- Access channels: The institutional website uses the links to guide the visitor through all the company's channels, be it social networks, login to an area for the customer, its virtual store, documentation to download, among many others. Access channels are more related to the strategy when architecting the content than a specific link, but it is important to use resources such as the search bar, site tree, FAQ, main subjects, among others intended to guide and show all content paths offered;
- Informing visitors, employees and partners about the institution's news is also fundamental and on the site it is possible to write up to thousands of articles very easily. This item is usually called a blog, articles, newsletters, updates or whatever the institution prefers. This is one of the most powerful features of the institutional site;
- Service: This section needs to be clear and objective in offering the visitor your means of contact for the visitor to choose their favorite. Here are forms, maps, phone links, emails, among others. Companies with branches and more units can have a specific tab to make it easier to find addresses;
These are just examples of what an institutional website contains, but it is important to understand that the web's main characteristic is flexibility of resources to offer creative and unique experiences. It is very important that the architecture of the website is designed with experienced people to unite the content with the functionalities that the web offers. If you need more information or help to develop your website, from planning to monitoring the results, we at Eco Webdesign are at your disposal. Take all your doubts about what is contained in an institutional website with us.