Your website is a touch-point, a first impression, and an opportunity to show the world what, how, and why you do what you do. If your website isn’t an accurate representation of your organization, you’ll miss a ripe opportunity to create a lasting impact with your audience.

Taking a cue from the lessons we learned during the redesign process for our clients, here are five ways your website should represent your organization.

1. Showcase Your Work

Put your work front and center, make it easy to sort through, and make it easy for your users to get lost in your success stories.

On the Adage site, we sort our work by industry, project type, and software and give our projects the visual representation they deserve.

Show your work instead of telling about it.

2. Detail All Your Offerings

Adage Technologies has a pretty wide variety of offerings in development and design for web, mobile, software, and e-commerce, so we knew our website needed to give a high-level look at what we’re about while allowing visitors to drill down into specific information about each offering.

Make sure your website lists your services and offerings in a clear, concise manner. Mystery in messaging or presentation kills potential conversion paths.

3. Illustrate your Process

What you do is important, but how your organization does it it is a valuable message that many websites neglect.

With Adage’s Process page, we explain our process in a visually interesting way and showcase our team members, our most valuable asset. This gives a more personal touch to the site and highlights one of our most powerful differentiators.

4. Represent Your Brand Promise

Our new site gives a much better representation of Adage’s personality and brand. Prior to the design process, we revisited our company’s mission statement and brand and style guidelines. It’s important for organizations to have core branding messaging in one centralized location.

Some tweaks to our branding reflect our current offerings and reaffirm our commitment to our partners, clients, and our work, building a stronger identity. The goal is to make sure our clients and others will be able to better associate with Adage.

It’s important that any company’s website has an identity and personality, and we made deliberate strides to achieve that.

One very specific example that we strongly recommend: We forgo generic stock photos in favor of a lot of in-house photography that shows our office, our employees, and our everyday working environment.

5. Make Navigation Straight-Forward

Even if your site does a great job showcasing your work, detailing your offerings, illustrating your process, and representing your unique branding, it doesn’t do much good if visitors can’t readily find any of this content. The simplicity of navigation and exploration is paramount.

Navigation on the Adage website was drastically improved when we employed the hub-and-spoke method of site organization. This format makes it easy both to find specific pages on the site and to explore and discover new pieces of valuable content.

Download our Digital Transformation Workbook

Our Digital Transformation Workbook simplifies what digital transformation means for your organization. You’ll be able to assess your organization’s preparedness for change with our readiness checklist. We have an overview of the ABCs of Digital Transformation. There’s also a set of questions to help you identify internal weaknesses and strengths as you face a Digital Transformation. Don’t wait to improve your digital presence and your audience’s online experience.