How to position a commercial website

Unlike blogs, theThe core goal of a business website is not the amount of content, but the clear expression of your business value。
It exists for one reason:
Make visitors quickly understand what you can do and want to contact you.

1. First of all, let's be clear: what exactly is the business website trying to accomplish?

Many companies fall into two extremes when they make official websites:

• Using the official website as a poster: It's nice to look at, but after reading it users don't know what you sell, how to work with it, how to contact it
• Use the official website as an instruction manual: Piles of jargon and feature lists, but lack of trust and evidence, users are afraid to take action

A competent business website has to accomplish at least 5 things at the same time:

1. brand identity: Who are you? What industry do you belong to? What problem are you trying to solve?
2. valuation: What results can you deliver to your clients? (not what features you have)
3. confidence-building: What makes you believe in you? (Cases, data, qualifications, team, customer reviews, media reports)
4. Reduced decision-making costsAre the price, plan, process and FAQ clear?
5. action-oriented: What do users do next? (enquiry, trial, quote, booking, download information, subscribe, call)

对Internet search engineIt's the same logic: it prefers to show pages that are “useful, reliable and satisfying to users” rather than pages written to manipulate rankings.

2. The core of the “positioning” of the business website: not what you want to say, but what the user needs to confirm.

When users come to a business website, they are usually making a very realistic set of judgements in their minds:

• Are you the type of company I need?
• Can you solve my problem?
• Are you reliable? Is there any proof?
• How do I get started next? How much will it cost? How long will it take?

So the positioning of the business website is not to write a sentence “we are committed to become ......”, but to be clear:

For whom (target group) + What to address (scenario issues) + What results to deliver (value promise) + On what basis (trust in the evidence) + Next Steps (Pathways to Action)

(You can just use this to locate the template):

Official website positioning a sentence template:

We help [target customers] solve [key problems] in [typical scenarios], achieve [clear results] through [product/service approach], and provide [evidence/cases/guarantees] to get you started with confidence.

Example:

• We help [cross-border e-commerce team] to solve the [data fragmentation] problem in [multi-channel placement], achieve [ROI measurable growth] through [unified analytics platform], and provide [real cases and security compliance] to support rapid go-live.
• We help [small and medium-sized enterprises] in [brand upgrade] to solve the problem of [low conversion of the official website], through [brand strategy + website renovation] to achieve [more leads and consulting], and provide [project review and quotation transparency] guarantee.

3. Who are your “global users”? The 6 most common types of audience for a business website

A business website is not just for “customers”. Global organisations, in particular, need to consider multi-role access:

1. potential customerI want to know if you can solve the problem and if it's worth it.
2. Internal decision makers: Concerns about risk, cost, ability to land
3. cooperative partner: Concerned about co-operation models, resources, channel policies
4. Investors/Media: concern for narrative, growth, credible sources of information
5. job seekers: Concerned about company culture, jobs, vision
6. Existing Customers: care support, documentation, service portal

An official website with a well-done positioning will make it possible for each category to quickly find their entrance (navigation, footer, exclusive landing page).

4. Three typical positioning models for commercial websites

A) Brand display type

Suitable for: branded companies, consumer brands, industries requiring “image and tone” (design, fashion, catering, high-end services, etc.)
Focus: visual consistency, brand story, values, experience and emotions
Conversion: stores/appointments/channels/consultations

B) Business Transformation

Ideal for: B2B, SaaS, service companies, businesses that need to acquire customer leads
Focus: product value, scenario planning, case evidence, CTA design, forms and appointments
Conversions: trials, demo appointments, quotes, downloadable materials

C) Endorsement of trust type

Suitable for: healthcare, finance, education, legal, government-related, To B high customer unit price industry
Focus: qualification compliance, team professionalism, process transparency, risk control
Transformation: advice, interviews, audits, programme evaluation

5. Official website information architecture: a global “standard section map”

The following is a “user-friendly” structure for the website:

Top Navigation

• Product / Service
• Solution or Industry
• case (law)
• Resources (blogs / white papers / help centre)
• About Us
• Contact Us / Get a Quote / Book a Demo

Required page (required for almost all business official websites)

1. fig. beginning: One-sentence positioning + three values + evidence + CTA
2. Products/Services page: what you sell, how you use it, and who you apply it to
3. Solutions/Industry Pages: Value by scenario (easiest to convert)
4. case page: Speak with Evidence
5. About Us: Company Profile, Mission & Vision, Team, Development History
6. Contact Us: Multi-Channel Contact + Forms + Addresses + FAQs
7. Legal & Compliance: Privacy policy, cookies, terms and conditions, etc. (essential for globalisation)

Optional but highly recommended (especially B2B)

• fix a price:: Even if the price is not disclosed, state “how it was quoted/factors affecting it”.”
• FAQ: Reduction of consultancy costs
• invite applications for a job: Branding and Talent Portal
• Media & News: Endorsement of authority
• Help Centre: Reduce after-sales pressure

6. How to write the home page so that “users understand in seconds”?

The front page is the easiest place to fail: it's either too empty or too full.

Recommend you use this GSM structure (great for newbies):

1) First screen: one sentence positioning + one clear CTA

• Bottom line: who we help, in what scenario, and what results we get
• CTA: Book a Demo / Get a Quote / Free Trial / Contact Sales (select one of the main buttons)

Attention: Don't stack 5 buttons on the first screen, users will hesitate.

(2) Three values: expressed in terms of “results”, without terminology

Example write-up:

• Faster go-live: two weeks from requirements to deployment
• More controllable: key indicators are traceable in real time
• More secure: meet industry compliance requirements and data protection

3) Applicable Scenarios

Translate your business into the language of your users:

• What industry is it suitable for?
• What roles are suitable?
• What typical problems are appropriate?

4) Trust in the evidence

• Client Logo (Publicly available)
• Key data (how much to improve, how much to save)
• Qualifications (ISO, industry licences, etc.)
• Media coverage/awards (verifiable)

5) Cases/Customer Stories

One or two representative cases, preferably with “before and after” comparisons.

6) Final CTA

Again, the next steps are given: book an appointment, get a quote, get in touch, try it out.

7. Make users trust you: a list of “trust components” for a business website

You can interpret trust as:Instead of “feeling”, users can make decisions “based on evidence”.

It is recommended that you match at least 8 types of trust components (as many as you can):

1. Clear company identification information: Company name, address, registration information (publicly releasable portion)
2. Team and Author Information: Especially when writing blog/insight content, it's important to be clear who the author is (Enhance credibility）
3. Cases and data: Client outcomes, results of use
4. Transparent process: Steps of cooperation, delivery cycles, after-sales mechanisms
5. Safeguards and policies: Refunds/Returns/Services SLA (applicable operations)
6. Security and Privacy: What do you do with user data (Globalisation is particularly important）
7. Media/Partner Endorsements: Verifiable links
8. FAQ FAQ: Direct elimination of doubts (the more specific the better)

8. Content strategy for the official business website

Don't just write “we're professional”, write “why users will choose you”.”

8.1 Three content levels (from “can't read” to “want to consult”)

Tier 1: Understandable in one sentence (for all)

• What do you do? To whom? With what results?

Tier 2: Scenario Explanation (for potential customers)

• What problems are they experiencing? Why must they be solved now?
• How do you solve it? How is it different from other solutions?

Tier 3: Evidence and details (for policymakers)

• Price/cost structure
• Implementation cycle
• Risk and Compliance
• security mechanism
• KPIs and measurement

8.2 Copywriting: replacing “adjective + vision” with “verb + result”

Put:

• “Industry-leading,” “empowering,” “one-stop,” “all-encompassing”
  Change to:
• “Reduce X time to Y” “Reduce costs Z%” “Take approvals from 7 days to 1 day”

8.3 How to write a case: using a standard structure to make it accessible to all readers

The cases suggest a uniform format:

• Client background (industry/size/region)
• Problems encountered (specific, perceptible)
• Your approach (steps, tools, programmes)
• Results (data, comparisons, time)
• Client testimonials (publicly releasable)

9. SEO for business websites: not “write a lot of articles”, but “make each page relevant to user intent”.”

Many companies think SEO = blogging. In fact, the main battlefield of SEO for official websites is:

• Home, Products, Solutions, Cases, About, Contact
  These pages themselves correspond to a large number of search intents (brand terms, business terms, industry terms, comparison terms).

9.1 Four Types of Keywords for Official Website SEO

1. brand word: Company name, product name (must be first)
2. operative word: Type of service/product you offer
3. scene word:: User questions (“How to.../solve...”)
4. Contrast and Decision Words: A vs B, price, alternatives

9.2 The principle of “user-centred” content (also applicable to SEO)

Google Internet company It stresses the need for “practical, reliable, user-centred content” and provides self-checking questions: whether it is original, whether it is of substantial value, whether it is worth bookmarking and recommending, and so on.
The official content should also be able to pass the test of these issues, otherwise even the best technology will find it hard to be stable in the long run.

9.3 Technical SEO Basics

• sitemap / robots / canonicalisation
• Clear header hierarchy (H1/H2)
• Internal links: solution page ↔ product page ↔ case page ↔ contact page
• Multi-language: if you are globally oriented, it is recommended to use clear language catalogues and corresponding versions (to avoid automatic jumps that make crawling difficult)

10. Structured data: making search engines “know you” better”

Structured data is not a “just add it and rank it”, but it helps search engines understand “who you are, where you are, and what you offer”.

Three categories are most commonly used on commercial websites:

1. organisations: Labelling the homepage with company information, logo, contact details, etc., will help Google Recognitionwith distinguishing organisations.
2. Local business: If you have an offline store/office with customers, use local merchants.Structured dataHelp show richer results.
3. breadcrumbs: Helps to understand the hierarchical structure and may reflect hierarchical information in search results (following structured data guidelines).

11. Website experience and performance: global users will vote with their feet

It doesn't matter how pretty you make it, if the site is slow, stuck, and bouncing around, users will go away.
Google's Core Web Vitals give very intuitive experience target values:

• Load: within 2.5 seconds if possible
• Interactive response: as far as possible ≤ 200ms
• Layout stability: try to < 0.1, ref:Google for Developers

The most common “slowdown culprits” for commercial websites:

• Big picture/video first screen autoplay
• Too many tracking scripts (ads/analysis/chat plugins)
• Overweight fonts and animations
• Uncompressed images, no caching strategy

Suggested principles of prioritisation (simple but effective):

• First screen as “light” as possible: compressed images, delayed video
• Plug-ins can be as few as possible
• Get the mobile experience right first (mobile is usually a higher percentage of global traffic)

12. Security: the official commercial website is an asset of trust, not a “done and dusted” one.”

Security is not just for e-commerce or login systems. Business official websites also need basic security capabilities:

12.1 HTTPS and Certificate Management

TLS certificates and management are a fundamental capability of an enterprise website.NIST The practice guidelines also emphasise the reduction of certificate-related risks through a formal certificate management process.

12.2 HSTS: Reducing the Risk of Degradation Attacks

HSTS Inform the browser via the response header to “only use HTTPS”, which can reduce the risk of the initial HTTP connection being hijacked. MDN and OWASP both provide clear explanations and usage guidance.

12.3 Understanding Common Web Risks (for Managers)

OWASP Top 10 is a list of Web application security risks commonly used in the industry for security awareness and risk communication.

13. Compliance and privacy: “Data protection and cookies” on the globalised website”

As long as your website collects any user information (forms, analytics tools, chat plugins, cookies), you need to take privacy and compliance seriously.

以EUFor example, the rules on online privacy and cookies emphasise that certain cookies require user consent and that websites need to be clear about how they are used and managed.

It is recommended that you have at least these pages/mechanisms:

• privacy policy
• Cookie Policies and Preferences
• clause (of contract or law)
• If there are marketing emails: subscription confirmation and unsubscribe mechanisms
• Description of data processing: what you collect, what you use it for, who the third parties are

14. Accessibility: global users include people with different abilities

“Accessible to global users” is not only about language, but also about accessibility:
WCAG is an internationally recognised body of standards for Web accessibility guidelines to help make content more user-friendly for users with disabilities.

You don't need to be professional right off the bat, but it's recommended to at least be:

• Adequate text contrast
• Images have alternative text (alt)
• Keyboard operable (basic navigation)
• Forms are clearly labelled with error messages
• Do not use “colour only” to convey information (e.g. only red and green to distinguish states).

Not only is this an ethical/compliance issue, but it would also improve the overall user experience.

15. Data and measurement: a commercial website should be “operational”, not “live and let live”.”

It is recommended that you start by defining 3 types of KPIs:

15.1 Operational KPIs

• Number of enquiries / number of leads
• Number of demos booked
• Number of trial registrations
• conversion rate

15.2 Content and trust KPIs (intermediate indicators)

• Case page dwell time
• Click-through/Expand Rate
• White Paper Downloads
• Key Page Scroll Depth

15.3 Experience KPIs (underlying health)

• Is Core Web Vitals up to standard (LCP/INP/CLS）
• Mobile Usability
• 404 and Jump Issues

16. 0 to 1 landing route (30/60/90 days)

Days 0-30: Positioning and Skeleton

• Clear positioning of a phrase, target audience, main conversion goal
• Build column structure and page listings
• First of all: home page, product/service page, solution page, case page, about page, contact page, privacy and terms of use.
• Go live with basic structured data (Organization/Breadcrumb etc.)

31-60 days: content and evidence

• Completion of 3-6 high-quality case studies
• Each solution page includes: process, FAQ, CTA, comparative advantages
• Completion of the multilingual strategy (if globally orientated)
• Doing speed and mobile experience optimisation (Core Web Vitals）

61-90 Days: Growth and Iteration

• Optimised for data: first screen copy, CTAs, form fields, pricing notes
• Establish content cadence: 2-4 pieces of resource content (white papers/guides/insights) per month
• Enhanced security and compliance (certificate management, HSTS, cookie management)

17. 12 most common mistakes in positioning commercial websites

1. You can't tell what you're selling on the first screen.
2. Replacing value explanations with terminology stacking
3. No clear CTA (users don't know the next step)
4. No case and evidence (users are afraid to believe)
5. The contact details are too deep.
6. Solution page written as a product feature sheet
7. Multi-language done but structurally confused (fighting each other)
8. Website too slow (especially mobile)
9. Too many tracking scripts lead to lag and privacy risks
10. No privacy/cookies/terms
11. No security baseline (HTTPS/HSTS)
12. No operations after launch (no iteration of content and data)

18. Frequently asked questions on the official business website

Q1: What is the difference between a business website and a “marketing landing page”?

A commercial website is a “global trust and brand asset” that reaches multiple audiences with a long-term message;
A landing page is a “single goal conversion page”, usually centred around a campaign/product/keyword for strong conversion.

Q2: My company's business is complex, should I tell all on the home page?

Don't. The front page is only about one main narrative: who you help with what problem.
Complex businesses are placed on “Solution/Industry Pages” and are triaged by structure.

Q3: What if I don't have any customer cases?

Start with a “methodological case”: explain how you solved the problem using publicly available project types, processes, delivery criteria, and simulation data.
Also strive for 1-2 publicly releasable cases as soon as possible (even if they are small clients) and trust will improve significantly.

Q4: Should I disclose the price?

Depends on the business. High unit price ToB It's okay not to disclose, but at least write clearly: factors affecting the price, the cooperation process, the offer period, suitable for the crowd, to reduce the uncertainty of the user.

Q5: Do I need to blog for my business website?

Not essential, but it’s strongly recommended to create a “Resource Centre”: white papers, guides, insights, FAQ.
It supports SEO and can be used as “trust material” in sales communications.

Q6: Will the globalisation website be multilingual or English first?

If you are explicitly international, English is usually the least expensive “global language entry point”.
But if your main market is the Chinese-speaking area, do a good job with Chinese first, and then gradually expand English with key regional languages.

Q7: What is the first thing to be optimised after the official website is launched?

Prioritisation Recommendations:

1. First Screen Positioning and CTA
2. Scenario Representation and Case Evidence for Solution Pages
3. Forms and contact paths (reducing resistance)
4. Speed and Mobile Experience (Core Web Vitals)