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The role of the official website and how to operate it from a public relations perspective
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The role of the official website and how to operate it from a public relations perspective

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The role of the official website and how to operate it from a public relations perspective

When a company launches a homepage, the official homepage is generally the first thing they create.

It is sometimes called a corporate site, but what is its actual role?

Also, when thinking from a public relations perspective, there are some important points to keep in mind as to what kind of perspective should be taken when operating a business.

Therefore, this time, we will confirm the role of the official homepage and explain the key points of operating the official homepage from a public relations perspective.

What is the official homepage?

A company’s official homepage generally refers to a corporate site among company homepages.

We post general information about the company, such as “company profile”, “business content”, “service introduction”, “press release”, and “IR information”.

The role of the official website and how to operate it from a public relations perspective

Role of the official homepage

What role does this official homepage play? I will explain the main roles.


  1. Role as the face and signboard of the company

The main premise of the official homepage’s role is to provide proof that the company does exist. Therefore, the official homepage must provide information such as the company’s overview, business details, representative, corporate image and colors, company culture, and location. By doing so, you can create a sense of trust outside the company.


  1. Role of informing external stakeholders

The official website not only serves as proof that a company exists, but also serves to inform stakeholders around the company, including outside shareholders/investors, customers/prospective customers, and business partners. The existence of an official website enables communication with each party and serves as a base for building trusting relationships.


  1. Role as public relations

The official website also plays an important role in corporate public relations. It has an important role in instilling a positive corporate and brand image among shareholders/investors, customers/prospective customers, business partners, prospective employees, and employees. I will explain in detail the role of public relations and the key points of its operation later.


  1. Role as a sales tool

The official website can also function as a sales tool by providing a contact point such as an email form for inquiries and requests for materials, and a chat for inquiries. It is not uncommon for a company to receive new orders simply because it has an official website.


  1. Role as a venue for providing information to shareholders and investors

It is essential to provide shareholders and investors with IR information necessary for making investment decisions, such as financial status, as well as information such as company profile information, executive officer information, capital, and number of employees. The official website is a place where shareholders and others can easily view information all at once.


  1. Role as a recruitment tool
The role of the official website and how to operate it from a public relations perspective

Many companies are always looking for talented people. The official website can also serve as a point of contact for people looking for a job or changing jobs, so it can also be used as a recruiting tool if a company is conscious of hiring. Some companies have a separate website dedicated to recruitment, but many also have a recruitment page on their official website.

The role of the official website and how to operate it from a public relations perspective

Key points of official website operation that understands the role

You can see that the official homepage has a wide variety of roles. Let’s check the main points of operating the official website based on these roles.


  1. clarify your purpose

We have already stated that the role of a corporate homepage is not only to serve as the face and signboard of the company, but also to inform outside stakeholders, conduct public relations and sales, provide information to shareholders, and provide recruitment information. In order to decide which one to strengthen the most and the balance between each, it is first necessary to clearly define what kind of results you want to produce on your company website.

For example, if you want to instill a sense of trust in the public, you need to design with reliable information and designs.

If you want your site to function as a sales tool, you can take measures such as strengthening the link to the inquiry form and listing content that is likely to generate inquiries on the homepage in advance.


  1. Don’t complete everything on the official website

Many companies have not only their official homepage, but also multiple homepages, such as pages for services and businesses, recruitment pages, and IR pages, which they use differently. If the purpose you want to enhance with your homepage is difficult to accomplish on the official homepage, it is also effective to launch a separate dedicated homepage.

The role of the official website and how to operate it from a public relations perspective

Operation method from a public relations perspective

So, if we look at a company’s homepage from a “public relations” perspective, how should it be operated?

Here are some key points on how to use it.


  1. Consider what information is appropriate for the face of the company.

In order for a company homepage to play the role of public relations, it is necessary to carefully examine what kind of information is appropriate as the face of the company. Check to see if it contains the most effective information.


  1. Information design from the user’s perspective
The role of the official website and how to operate it from a public relations perspective

In public relations, there are many targets such as shareholders/investors, customers/prospective customers, partner companies, applicants, and employees, and it is necessary to provide useful information to each of them. Once the information to be provided for each has been decided, the information design of how it will be posted is also very important. From the user’s perspective, aim to design information that will help users navigate smoothly and without hesitation.

The role of the official website and how to operate it from a public relations perspective

・Example of press release

The role of the official website and how to operate it from a public relations perspective

For example, when posting a press release, which is a document that disseminates information about management-related matters and new products and services, on the official website, it is important to carefully consider how to display it.

In addition to displaying the list in a prominent position on the top page, you can also set up a “Press Release” menu in Global Navigation and post information on a dedicated page.

In any case, you want to keep your press releases updated with the latest information and be careful not to keep posting information from years ago.

The role of the official website and how to operate it from a public relations perspective

・Example of IR information

There are many types of IR information for shareholders and investors.

A system to accurately and quickly post necessary data such as greetings from the representative, management policies such as business strategies, market data, company information, financial information such as financial results briefing materials, latest IR news, stock information, etc. You will need to create it.

The role of the official website and how to operate it from a public relations perspective

summary

The role of the official website and how to operate it from a public relations perspective

◆The official website will post general information about the company, such as “company profile,” “business content,” “service introduction,” “press releases,” and “IR information.”

◆The official homepage has a variety of roles, including serving as the company’s face and signboard, informing stakeholders, public relations, sales, providing information to shareholders and investors, and recruiting.

◆The key to operating the official homepage from a public relations perspective is to consider what information is appropriate as the face of the company, and when designing information, consider how to present it from the user’s perspective, and it is also important to create a system to constantly update the latest information.