Corporate website marketing, explained properly
A corporate website is a sales tool, not a brochure. This site explains how business-to-business companies make one produce revenue — every discipline involved, how each actually works, what it costs, and where it commonly fails.
What this site covers
The disciplines that matter most
Six places a corporate marketing team can make the largest difference to what its website produces.
Demand generation & website conversion
Most corporate marketing problems are one of two things: not enough of the right people arriving, or too few of them doing anything once they do. Both halves have to work, and they are usually owned by different people.
Demand generation
Search, content, paid media, social, email, webinars, and account-based programmes — the 21 disciplines that put a company in front of buyers and bring them to the site.
Website & conversion
Design, architecture, page optimization, landing pages, forms, performance, analytics, and reporting — the 15 disciplines that decide what the traffic is worth.
Where each discipline fits
Strategy & Foundations
12 disciplinesThe decisions made before any channel is switched on — positioning, audience definition, site architecture, and the plan everything else is measured against.
Reach & Awareness
11 disciplinesThe disciplines that put a corporate website in front of buyers who do not yet know the company exists.
Capture & Conversion
9 disciplinesWhat happens once a buyer arrives — the pages, forms, offers, and follow-up that turn anonymous traffic into a sales conversation.
Measurement & Optimization
4 disciplinesThe instrumentation, reporting, and testing that tell you which of the above is actually producing revenue.
Website legal issues
Almost every legal problem a corporate website produces was created by someone acting reasonably — an image pulled from a search results page, a domain registered on a developer's personal account, a tag added without an inventory. Thirteen issues explained for the people who carry the consequences.
General information, not legal advice. We are not attorneys — consult a qualified attorney licensed in your jurisdiction.
Guides, a glossary, and two decades of archive
Cross-cutting guides on strategy, budgets, metrics, AI search, and website audits — plus a search engine marketing glossary and articles first published here in the mid-2000s.