Website technology has moved quickly and the categories of site have multiplied with it: corporate sites, brand sites, marketing sites, B2B and B2C stores, portals, video sites, aggregators. The corporate site is the oldest of these, and the brand site and the marketing site are the ones that have pushed the idea furthest. So what does a marketing site have to get right?
1. It has one job
A marketing site carries content of value: the company’s positioning, the product’s advantage, the evidence behind both. But the content is not there to be admired — it is there to be read by a specific customer and to move them toward a decision. That single purpose runs through the whole build, which is why the early conversations matter so much. Style, design elements and content structure all have to be settled between the two sides before work starts, so that what gets designed actually suits the customer it is aimed at.
2. It is judged from the visitor’s side
A marketing site exists to be looked at by the target customer, so its content and structure have to be reasoned from where the visitor stands rather than where the company stands. The test is blunt: can a visitor find what they need, and read what they came for, without being taught how? A site that only displays what the company wanted to say, and never what the visitor was looking for, fails on the one measure that matters. That gap is precisely why the marketing site emerged as a category of its own.
3. The visual has to do work
A marketing site delivers the company’s atmosphere visually, at a level of finish that creates an impression before a word is read — and that impression is what lifts conversion. Which makes the visual design the hardest part, not the easiest. The structure and the visual hierarchy have to carry the visitor rather than decorate around them; the palette has to match the brand rather than the designer’s taste; the type has to be sized so the central message is what the eye lands on first. None of that is optional, and none of it is guesswork.
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