Defining and Building a Business Web Presence

Alternatives to the single corporate (domain) named website?

[RP_Joe]

I'm sorry if this is been asked here before. I searched and couldn't find anything.

Let's say a company has decided to invest in their web presence. More than just a simple website. Is it better to use their corporate name.com, or another name.

What if we build a community, and then there is a merger with the Corporation. There's no plans to merge but over the last 10 years we've seen lots of mergers.
The corporate name.com has no links or domain authority at this point. It's just a typical drab B2B website.

Any advice is appreciated.

[RedBar]

IMHO if it is the corporate website then it should be under their corporate name however if it is one of their branded products then why not construct a site under that name with links back to the corporate site if needed.

That's what I've done for 20 years, it works for me and I am solely B2B, original manufacturer to wholesaler/importer. I've also built unique, my industry, keyword domains but using my standardised corporate template then there is no mistaking it for any other company.

Your client is only just thinking about this after how many years in business?

[RP_Joe]

Thank You RedBar.
Their website is old but there is a new (younger) executive who is interested in building a good website.
I forgot about their brands. This is good advice.

[Webwork]

It's 2015. Thinking a business is "all about its (corporate) website" is so 1999.

It's 2015. Thinking business success is all about pleasing a given search engine is so 2005.

Depending on the target market and other marketing strategies, tactics, etc. tell the boss to consider:

> Corporate site
> Product(s) related site(s) for descriptions, ordering, customer engagement
> Topical authority / resource site(s)
> Topical microsites for transient / time bound missions
> Full on social media strategy "on other sites"
> Full social media on company controlled site(s)
> Apps that serve a useful purpose: fill a need, provide value
> Email marketing / Ezine marketing

Diversify traffic. Atomize traffic sourcing. Drive or pull traffic ubiquitously. Defensible traffic. No single point of failure.

Save the "corporate site" for (boring, reassuring) statement of corporate policy, investor relations, identification of executives and employees, direct employee contact and communication.

[RedBar]

Whilst agreeing with Webwork I just wonder how many companies can afford and have time for some of his suggestions?

All of them cost time and money and any person/people employed to do such things would soon be justifying their job(s) as totally essential regardless of all other employees.

At the end of the day it will depend on the size of the business and whether those things are required, we can only give generalised advice.

Yep, it's 2015 and there's nothing wrong with a bit of old-fashioned, pre 1990, realworld business acumen.

[LifeinAsia]

I think a blending of Webwork's suggestions and RedBar's concerns is best- focus on the ROI for your specific business. Not every company needs a strong social media presence. Not every company needs a corporate intranet site. Not every company needs to have apps.

But many do, and they should attempt to get the best overall ROI from their combined efforts.

[Webwork]

In part, I'm responding to this:

More than just a simple website . . build a community

I'm running with blinders on but I'm forever going to be a fan, in the e-business / digital marketing world, of an atomomized approach to building defensible traffic.

[RedBar]

Building a community is one thing, monetising it for a realworld business is altogether something else IMHO.

Do all business sectors need a community and especially so if they are a major manufacturer? Without a doubt this is a resounding no, I have witnessed this within my own industry, no one is seemingly interested since they are that busy.

Insofar as the retail end of my industry is concerned then, possibly, but even then only to a small degree. Word of mouth recommendation is the biggest thing in my realworld business.

But I have to add that my industry is one of the oldest on the planet, my own company is merely 175 years old and there are many older, within my industry generations of family after family have traded with each other therefore taking my experience as a standard is probably not the right thing to do if one is in the FMCG sector!