What Information Is Critical for a High-Conversion Corporate Website

Why doesn’t every corporate website become high-converting and useful for the business? One common reason is a lack of understanding of what a corporate website is and what it is meant to do. A multi-page website overloaded with information about the company and the product often simply does not serve business goals.

Want an easy way to remember the core idea? A corporate website is the equivalent of an embassy.

Imagine your company as a country. The company website is its diplomatic representation around the world. Its role is to shape the country’s image, represent its interests, communicate, and build connections.

An embassy where visitors get lost in corridors is not helpful. Instead of clear information and support, they encounter bureaucracy, mistrust, and lack of transparency — and leave with nothing. A bad corporate website works the same way. A beautiful facade does not fix the problem.

This metaphor may be useful if you are planning to build a website for your company.

A good “embassy” starts with organization. With a clear understanding of goals, roles, functions, flows, structures, and interaction models.

Before design begins, you need clarity on several key things. Below is the information worth preparing so the website works toward real results.

You don’t need everything in a perfect state. Honesty and clarity matter far more. A design team can help structure the information, ask the right questions, and highlight gaps, but it cannot replace the client’s understanding of their own business.

1. Define a clear business goal for the website

One of the most common problems with corporate websites is a vague goal. The website seems necessary, but no one can clearly explain why without a pause.

Before starting, it is useful to answer a few questions honestly and document the answers. First of all, for yourself. A good design studio will ask these questions anyway, either through a brief or in conversation.

Key questions

Can you clearly explain what your product is for and what its core idea is?

How did the product idea originate?

What stage is the company at right now?

What do you see as your main strength?

What to prepare

• Company description, industry, and positioning
• Short description of products or services
• Existing brand perception (how the market currently sees the company)
• Key company differentiators
• Regulatory and legal requirements (GDPR, compliance, industry regulations)
• Constraints and mandatory elements (what cannot be changed, what must be included)

2. Identify your audience and buying context

Key questions

Who is your product created for?

Describe your target audience’s characteristics in more detail.

What pains does your target audience have?

What is missing for your audience in the market?

Why should your audience be interested in interacting with your product?

What to prepare

• Target audience definition
• ICP / buyer personas
• Roles in B2B buying (decision maker, influencer, buyer)
• B2B buying process (stages and deal cycle length)
• Geography and markets
• Languages and localization requirements

3. Clarify strategy and key messages

Key questions

What are the key values of the product?

What are your short-term and long-term product goals?

What action do you want users to take after interacting with the website?

Do you have tone of voice guidelines, or do you need help defining them?

What to prepare

• Value proposition
• Mission statement / elevator pitch
• Key business messages
• Page and content priorities
• Content that cannot be published publicly

4. Analyze the competitive landscape

Key questions

Who are your main competitors right now?

Which competitors do you consider primary, and whom do you want to outperform?

How does your product differ from others, and what does it offer that competitors don’t?

What is truly unique about your product?

What to prepare

• List of direct and indirect competitors
• Reference websites (what works / what doesn’t)

5. Prepare content and materials

Key question

How do you currently communicate with your target audience?

What to prepare

• Draft or finalized page texts
• Product and service descriptions
• Case studies, testimonials, proof of expertise (if available)
• Existing sales materials (pitch deck, sales deck, one-pager, presentations)
• Keyword list (if SEO is in scope)

6. Clarify sales and communication channels

Key questions

Which sales channels do you plan to use or already use?

Which communication channels do you consider most effective for your product, and why?

What to prepare

• Acquisition and communication channels
• How the website connects to the sales funnel

7. Set functional and technical requirements

Key question

Are there any limitations (technical, business-related, etc.)?

What to prepare

• Required website functionality
• Necessary integrations
• Information about existing systems
• Analytics and metrics requirements

8. Define success metrics and effectiveness

Key question

How will the business evaluate the website’s effectiveness?

What to prepare

• Success metrics for the corporate website (leads, inquiries, meetings, etc.)

9. Align process and ownership

Key question

Are there any strict deadlines for the project?

What to prepare

• Budget (estimated)
• Timelines
• Stakeholders and approval process
• Designated client-side contact person

10. Check infrastructure readiness

Key question

Do you already have a registered domain or hosting?

What to prepare

• Domain information
• Hosting details (if available)
• Existing analytics tools (GA, GTM, etc.)

Technical brief format

A technical brief does not have to be a complex document. A working format usually includes:

• website goal
• audiences
• product description
• existing content
• visual references
• technical constraints

Even a few pages in free form help the team reach results faster.

What this preparation gives you

When this information is collected:

• the project starts faster
• the website structure becomes logical
• design works toward the goal, not personal taste
• fewer revisions, more precise results

A high-conversion corporate website is the result of collaboration between the business and the design team. It is a system that helps users make a decision in your favor.

The more precise and honest the input information, the fewer revisions are needed, the faster the launch, and the higher the website’s value for the business.

This is exactly the type of input we work with at Outcrowd when building corporate websites, turning them into tools rather than just beautiful pages.

As a result, the corporate website starts fulfilling its function and delivering real value to the business.

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