{"id":37087,"date":"2011-03-08T09:00:53","date_gmt":"2011-03-08T09:00:53","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=37087"},"modified":"2020-07-27T15:12:55","modified_gmt":"2020-07-27T14:12:55","slug":"enchantment-corporate-site","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/enchantment-corporate-site\/","title":{"rendered":"Enchantment and the Corporate Site"},"content":{"rendered":"

\"\"<\/span>Sometimes \u2013 not nearly enough \u2013 I am so taken with a corporate website that I want to be part of that company. Something about the way they portray themselves, their culture or their industry appeals.<\/p>\n

This isn\u2019t just about the career sites, either. Some companies manage to convey something new and intriguing about themselves in the other stakeholder sections too. <\/p>\n

Some of them, of course, deliberately set out to change people\u2019s perceptions of the company as part of a rebranding exercise; others seem to enchant almost accidentally. Part of the enchantment, of course is delight in the unexpected, whether this is crystal-clean copy, information explaining something I didn’t know I was interested in, images showing something truthful and honest about the company culture or site architecture that connects and illuminates. <\/p>\n

Since I spend much of my time exploring corporate sites, it\u2019s quite hard to enchant me, so what is it that these rare companies are doing that is so persuasive \u2013 and how can others copy this effect?<\/p>\n

\"\"<\/span>I recently received a review copy of Enchantment by Guy Kawasaki<\/a> so I thought I\u2019d see whether he could cast any light on this. My copy of the book is now littered with sticky-notes; there are several ideas I picked up for my own use, but there are also key strands I\u2019ve noted that are relevant to corporate websites. I\u2019ve paraphrased Guy\u2019s points, because he isn\u2019t writing about websites, but it is interesting to see how many of his thoughts apply.<\/p>\n