How To Use Your Website To Show Company Culture

When it comes to building a successful business, the culture of a company is crucial.  At its core, company culture is the values, beliefs and behaviors of a company and its employees. It impacts what your audience thinks about your company and can also determine whether a customer decides to purchase from you or not.

Company culture starts from within. Building a website that showcases your company culture is a key element in connecting with your audience and keeping them coming back. Here are three simple yet effective ways to highlight and market your company culture.

Imagery and Videos

The age-old adage “a picture is worth 1000 words” still rings true. Whether it’s through a hero image on the homepage or woven throughout the site, photos are the first things that a visitor will notice, even before the words on the page. ­Prospective employees want to see themselves reflected in the company and the same can be said for potential clients. Using stock videos and photos on your website –– we’ve all done it at some point. While using stock images and videos is convenient and quick when initially building your website, they shouldn’t be a permanent fixture. Using real photos of your employees and workspace gives visitors to your site an inside look at your company’s diversity and what it’s­ like to work there.

The same can be said for videos. Videos of employees, projects and workplace interactions help to liven up your website and gives visitors an opportunity to picture themselves there with you.

Messaging and Tone of Voice

It’s not just what you say, but how you say it. Your tone of voice is how you use words or phrases that make an impression on your audience. It helps to establish a relationship between your company and visitors to your website. For example, if your website copy is often funny or uses colloquial language, the audience may perceive your company as being light-hearted and engaging. If your website copy is more authoritative and inspirational, the audience may form an opinion that your company means business and you’re serious about the work that you do. Whether it be serious and compassionate or entertaining and playful, your audience can better understand who you are through the tone of voice you use throughout your website.

Giving your website a tone that resonates with your target audience helps to humanize your company and can be a powerful tool when you want to differentiate yourself from the competition.

About Us and Careers Pages

While undoubtedly, the entire website is important, the About Us page is where potential employees and prospective customers will go to learn what sets you apart from the competition. Your About Us page is one of the most important places to demonstrate company culture. This is an opportunity to share your story, who you are and what fuels your company. How did your company start? Do you have a special cause that drives the work that you do? What is your “why?” This is where you’ll want to highlight your company’s mission, values, beliefs, your team and their expertise. You’ll also want to showcase awards or recognitions that your company has earned –– this shows that your company strives for excellence and growth.

When it comes to spotlighting your employees, it’s ok to brag about them a little bit. Calling attention to your team’s expertise and background gives prospective employees an idea of what type of talent your company hires. Your careers page is paramount when attracting prospective employees. Adding employee testimonials doubles down on your company values and earns buy-in from website visitors.

At Raven Creative, we can help you design a powerful and captivating website that accurately depicts your company culture, who you are and what sets you apart from the competition. Contact Us today to see how we can help.