The institutional site is not exclusively dedicated to sales, but rather to expose advantages that convince the visitor about the company's credibility and arouse interest in what it offers. They are usually sites that strictly follow the company's visual identity, are simple and clean.
The institutional website, as the name says, relates a virtual address (examples: sitedaempresa.com.br, site.empresa.com.br) to provide dedicated content for organizations, store, foundation, society, project, NGO, whatever the type of institution.
Content and Layout
As the idea of the institutional site is to provide corporate information, the strategic process for content development and thinking of the layout as literally a "virtual tour" through the company's areas are the fundamental steps. It is always important to mention that this needs to be thought of primarily for mobile devices and also others such as computers, TVs and tablets.
Pages
It is common for the site to be divided into several sessions to organize the content and create a logical path for the visitor to understand where he is and the possibility of where to go. It is common to find on the institutional website:
- Home page: It is common for this page to represent up to 50% of all navigation carried out on the website. The home page is a synthesis of everything you find on the website and also has the highest scroll rate (it is the page that visitors see the most until the end).
- Products or services: These are the pages where you can find a showcase of products and services with explanations about them. This session can consist of dozens or even hundreds of pages depending on the institution and the focus is to show competitive advantages.
- About the company: It's a link for anyone who wants to learn more about the company.
- Customers: In this session, visitors increase brand credibility by seeing success stories, appearances in the media, testimonials, among others.
- Contact: Channel aimed mainly at customers and new customers to understand and choose their preferred channel to speak to the company.
Depending on the website, we also find other pages such as: portfolio, customer area, documentation, history, work with us, videos, location of units, among others depending on the company's needs.
Objectives of the institutional website
The objectives of the institutional website are the desired actions for the visitor to perform on it, where the most common are:
- Contact the company: One of the most common objectives is to receive contact from new potential customers or prospecting contacts. Contacts are normally sent to the company's Whatsapp service channel or by email.
- Quote request or quotation: For websites that have a product catalog and shopping cart, the objective is for the visitor to quote one or several items and send it to the company. Typically sending is to Whatsapp (faster) or email (slower, however, more formal in some cases).
- Present the company and generate trust: This objective is not related to a specific action, however, it is very important. The website supports the salesperson by showing reliability, the company's success stories and even generating resale by showing customers everything the company offers, in addition to what they have already purchased.
👉🏻 See this link for examples of institutional websites If you need assistance to better understand what an institutional website is, contact our team to help your company enjoy all the benefits that this communication channel can offer your institution.
