Business Website Platform Guide: From Brand Display to Lead Generation
A business website is more than just "having a website" — it's a crucial part of brand image and customer acquisition. A great corporate website should balance aesthetics, functionality, and marketing capability. This guide will walk you through building an effective business website from scratch.
1. Key Considerations Before Building
Before you start building, clarify the following questions:
1. What is the website's goal?
- Brand display? Online consultation? Online sales?
2. Who are the target visitors?
- End consumers? Enterprise clients? Job seekers?
3. What features are needed?
- Product showcase, news publishing, online inquiry
- Multi-language support, membership system, payment functionality
4. What resources does the team have?
- Do you have designers/developers? Or fully outsourced?
- Will there be dedicated maintenance after launch?
2. Platform Selection
2.1 Business Website Solutions Comparison
| Solution | Recommended Scenario | Monthly Fee | Technical Requirement |
|---|---|---|---|
| WordPress | Complex functionality, needs extensibility | ¥50-500 | Medium |
| Webflow | Design-oriented, high visual demands | $14-39 | Medium-High |
| Site builders (Strikingly) | Simple showcase | ¥30-100 | Low |
| Custom development | Special requirements | ¥3000-30000 | High |
2.2 Domestic Chinese Site Building Platforms
| Platform | Features | Starting Price |
|---|---|---|
| Strikingly (Shangxianle) | Simple templates, quick launch | ¥30/month |
| Fanke Jianzhan | Rich marketing features | ¥68/month |
| Niushangwang | Marketing-oriented site building | ¥168/month |
| Alibaba Cloud Quick Site | Alibaba Cloud ecosystem | ¥500/year |
3. Website Content Architecture
3.1 Standard Corporate Website Structure
Home
├── About Us
│ ├── Company Profile
│ ├── Milestones
│ └── Team Introduction
├── Products/Services
│ ├── Product Categories
│ └── Product Details
├── Case Studies/Clients
├── News/Blog
├── Contact Us
│ ├── Contact Info
│ ├── Online Inquiry
│ └── Map Navigation
└── Others
├── FAQ
├── Privacy Policy
└── Careers
3.2 Core Page Content Requirements
Homepage Essentials:
- Convey core value within 3 seconds: What do you do? Why choose you?
- Clear navigation and call-to-action buttons (Banner CTA)
- Display key metrics (customer count, years of service, case studies)
- Trust elements (client logos, certifications, media coverage)
About Us:
- Company history and development milestones
- Core team and strengths
- Mission, vision, and values
Products/Services Page:
- Clear product categories
- Key selling points for each product (3-5 bullet points)
- Pricing information or lead inquiry guidance
- Customer testimonials and case studies
4. SEO Optimization Points
4.1 Website Structure Optimization
URL Structure:
✅ example.com/products/product-name
✅ example.com/about/team
❌ example.com/?p=123
❌ example.com/page?id=456
Title Tags:
✅ Homepage: Brand Name | Core Keywords
✅ Product Page: Product Name - Brand Name
✅ About Page: About Us - Brand Name
4.2 Content Optimization
- Each page has a unique Title and Description
- Use H1-H3 heading structure
- Add Alt text to images
- Reasonable internal link distribution
- Add structured data (FAQ, Breadcrumb, Organization)
5. Lead Generation System
5.1 Conversion Tools
| Tool | Purpose | Recommendation |
|---|---|---|
| Live Chat | Real-time communication | LiveChat, Tidio |
| Contact Form | Lead collection | Contact Form 7, HubSpot |
| Booking System | Meeting scheduling | Calendly |
| Email Subscription | Lead acquisition | Mailchimp, Brevo |
| Analytics | Traffic and behavior monitoring | Google Analytics, Hotjar |
5.2 Conversion Rate Optimization
Homepage CTA (Call to Action):
- "Free Consultation" → Contact form
- "Book a Demo" → Booking system
- "Download Whitepaper" → Email capture
Product Pages:
- Each product has a "Request Quote" button
- Display customer reviews and case studies
- Offer free trial or samples
About Us Page:
- Showcase certifications and partner case studies
- Contact information prominently displayed
6. Website Maintenance
6.1 Maintenance Checklist
Weekly:
- Update blog/news (at least 1-2 posts)
- Check contact forms are working
- Respond to online inquiries
Monthly:
- Update product information
- Check for broken links
- Backup the website
Quarterly:
- Update case studies
- Review competitor websites
- Optimize SEO keyword strategy
- Update team and contact information
6.2 Performance Monitoring
| Metric | Target | Tool |
|---|---|---|
| Page Load Time | < 3 seconds | Google PageSpeed |
| Homepage Open Rate | > 70% | Google Analytics |
| Bounce Rate | < 50% | Google Analytics |
| Contact Form Submission Rate | > 2% | Form analytics tools |
| Mobile Responsiveness | Pass | Google Mobile-Friendly Test |
7. Budget Reference
| Item | Minimum Budget | Recommended Budget | Notes |
|---|---|---|---|
| Domain | ¥50/year | ¥50/year | .com/.cn |
| Hosting/Server | ¥50/month | ¥100/month | Domestic cloud server |
| Site Building (DIY) | ¥0 | ¥0-500 | WordPress |
| Site Building (Template) | ¥500 | ¥1000-3000 | Purchase template |
| Site Building (Custom) | ¥5000 | ¥10000-30000 | Development company |
| Annual Maintenance | ¥0 | ¥2000-5000 | Content updates + maintenance |
| SEO Services | ¥0 | ¥3000-10000/year | Choose as needed |
8. Summary
Business website building should be centered on goals and user needs. Don't build a website just for the sake of having one — think about what value it can bring you. For most SMBs, we recommend using WordPress or Webflow, combined with a good content strategy and SEO, to make your website a true channel for brand display and lead generation. Launch is just the first step; continuous updates and optimization are the keys to unlocking your website's full value.