• by Dan Roche , February 5, 2013

As customers head to Facebook, Twitter, Pinterest and other social channels to connect with a brand, where does the company website fit in the mix? Should organizations be devoting the time and resources to engaging customers on their corporate sites if social media channels are garnering more traffic? 

Before you jump ship on enhancing your business website, an October study by nRelate found that 48% of online shoppers said they trusted content from brand websites. According to this survey, not even mainstream news sites neared the trustworthiness shoppers find with corporate sites. 

While companies should certainly have a developed social media strategy, it’s also important to have a strong corporate site that drives traffic to social sites and vice versa. Beyond social media buttons, here are five key elements that are necessary to supply current and potential customers on your website:

• About Us – This section is what most website visitors click on when first visiting your site. Therefore, it’s critical to include the most important details about your company and its expertise here. How long have you been in business? Why is your business unique? How are you different from your competitors? 
  
  
• Contact Details/Feedback – If a client or potential client wants to get in touch with you, this information should be clearly accessible on various pages of your website. Phone numbers and emails are essential, but customers also like to see a physical address or at least a general location. Website visitors then know if they could easily meet with you in person and what time would be best to contact you (e.g., time zone). 
  
  
• Team Information – Including team or executive bios accompanied by their photos helps put “faces to names” for your clients. Customers want to know who the leadership or key team members are that will be handling their business, and by not including these details, customers may think your company has something to hide. 
  
  
• Third-Party Endorsements – Media coverage, client testimonials as well as case studies and awards not only build your company’s brand recognition, but they paint a better picture for your customers as to how your business fits into the overall marketplace.
   
• Clear Outline of Products and Services – How many times have you visited a business website and couldn’t articulate what products or services the company provided? If visitors to your site are confused about what work your company does, they will move on to the next provider. Clearly outline the products and services your business offers and then provide links to more product/service specifics. 

While the above components may seem fairly basic, it’s amazing how many brand websites fail to include this information. Corporate sites still serve as the go-to online source for company information. Websites are universal, and anyone can visit a company webpage. Visitors aren’t required to sign up, login or become a member in order to find information or engage with your brand. Plus, not everyone uses or is a fan of social networking, so be sure to maintain a fresh brand website with updated information. It’s your brand’s home and just as reflective of your company as what you post on Facebook or Twitter.