December 15, 2014 | Paul Gibson

Why Corporate Websites Are Like Getting Socks for Christmas

Knoxville Web Design

Nothing beats the joy of waking up on Christmas morning and running to the Christmas tree to see what Saint Nick has brought you.

And nothing can suck that joy away faster than picking up a soft, crinkly, poorly wrapped cylindrical package with your name on it. Socks. Santa hates you. It’s like he didn’t want to bother going to get the coal, so he just grabbed socks instead.

But you know what? Socks can be cool! (Just ask Craig Ferguson). Inside that package could be a pair of lovingly crafted hand-knit socks, or a toasty pair of Smartwool Men’s PhD Outdoors. It isn’t necessarily socks you dread: it's the boring, run-of-the-mill white gym socks you don't want.

When it's time to start developing your corporate website, keep that in mind. Like socks, corporate websites have a basic mission they have to accomplish. They have to communicate your brand, deliver your message, and (if you’re into inbound marketing) act as a hub for your online marketing and communications.

And on the surface, that doesn’t sounds too exciting - but it can be exciting if you put some effort into it.

Make it gorgeous.

A lot of corporate sites focus exclusively on being “professional” and “elegant,” but that can be taken too far. At the end of the day, make sure you don’t end up at “sterile.” You can do professional and elegant and still have it look amazing - you just need to throw another adjective in there, like "vivid" or "powerful" or "relatable" - whatever fits your buyer persona and industry.

Make it engaging.

Plan out your design in a way that makes your content enjoyable to consume. Big blocks of text are boring. Include some strong visuals, calls to action, and interesting layouts. More than just making things pretty, this can make it easier to read your content, and make the content itself more effective at accomplishing its goal.

Make it fun.

Get the most leverage out of your top-of-the funnel offerings. Infographics, interactive timelines, videos… there are tons of things you can do to take boring facts and make them fun. Content that is fun and interesting is much more likely to get shared and enjoyed.

Keep it fresh.

Once you get your gorgeous, engaging, fun new site launched, stay on top of it! Publish new content often and make sure it's interesting. This isn't only about keeping your website visitors happy - it's the best thing you can do for your SEO, too. Your website is one of the most powerful tools you have to build your business: use it!

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Paul Gibson

Paul Gibson

As the leader of our design team, VIEO Design principal and founder Paul Gibson oversees our designers and developers as they create marketing-optimized websites, digital graphics, and print materials. Paul also oversees VIEO's 3D printing division. To date, his most impressive project has been a replacement head for an old My Little Pony. He went with Yoda.

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