Credibility Is the Only Job

An established company's site is read by clients, partners, journalists, regulators and candidates. None of them want persuasion; they want confirmation that the organisation is what it claims to be.

Structure by what the organisation is

Divisions, leadership, locations, history, governance. A corporate site is closer to a reference document than a sales page, and it should be navigable as one.

Name the leadership properly

Full names, roles, and short factual biographies. Anonymous leadership on a corporate site raises questions rather than answering them.

Keep milestones and figures current

Founding date, headcount band, markets, notable milestones. An "about" page describing the company as it was five years ago undermines everything alongside it.

Restraint is the register here: the conservative layout is deliberate, and the fastest way to weaken it is marketing language borrowed from a startup page.

Corporate does not mean vague

The most common failure on a corporate site is language that could describe any company in any sector. Name the industries you work in, the size of client you serve and where you operate; specificity reads as competence.

The pages that actually get read

Careers, leadership and press get more traffic on a corporate site than the homepage narrative does, because that is what journalists, candidates and prospective partners come for. Give them real content rather than a form.