A material study photographed in bright daylight. A wall of closely spaced clear turquoise glass fins sweeps around a vertical bend on the right of the frame, the near fins reading thick and deeply coloured and the far ones pale and clear, with a polished pearl silver ribbon rising through the bend. The left of the frame is empty pale mint.
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Part of Websites and Platforms

Corporate and marketingwebsites.

A corporate website is the public face of an established company, built around the decision a customer is actually making, and connected to the systems that handle what happens next. It is one of three services under Websites and Platforms.

A site that starts from a job rather than from a page count, and a way to tell whether it did it.

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HUREAL / Material studies

In your words

Soundslike this?

  1. Our sales team answers the same five questions on every first call.

  2. The site was built for the company we were four years ago.

  3. An inquiry arrives and nobody is sure whose it is until somebody claims it.

  4. We cannot change a page without booking a developer.

  5. We are on the shortlist against firms nobody has heard of, and we look the same as they do.

  6. We are hiring hard, and the careers page is a form and a paragraph.

  7. We have analytics, and none of us can say which pages produce work.

If the pages already do their job and the problem is that nobody finds them, the page for that is Search and AI Visibility.

In plain language

A website with a job,and a way to tell.

We build a corporate site as infrastructure rather than as a document. It starts from a job: what the site has to make happen, for whom, and how the business will know it happened. The structure comes from the customer's decision, the design comes from the structure, and the words come from what your sales team finds itself explaining.

A brochure describes the company. A corporate site answers the decision.

It also means the site does not end at the contact form. An inquiry becomes a record with a source, an owner and a timestamp, and the person who should answer it knows within a minute that it exists. Everything after the form is the half of the job most sites leave to a person and an inbox.

Templates carry the weight. Services, locations, people, projects, careers and legal each get a template rather than a page, so the twentieth service page costs a fraction of the first and still looks like it belongs.

When this is not the answer. If the business sells online rather than explaining itself, the storefront is the project and the corporate site is the smaller half of it: start at E-commerce platforms. If the pages are sound and the problem is that the same requests keep arriving in somebody's inbox, a customer portal removes the request instead of handling it faster.

The capability table

What a corporatebuild includes.

Fifteen capabilities, what each one does in plain words, and what it changes for the business. Nothing here is a category name standing in for work.

Corporate and marketing websites, the capability table
Capability What it does What it changes
Before any designStrategy and structure
Audience and job definition What the site has to make happen, for whom, and how you will know it happened. The scope stops being a page count and starts being an outcome.
The customer's decision path The order a buyer actually researches in, mapped from what your team gets asked. A page exists because a decision needs it, not because a competitor has one.
Content first wireframes Structure and real words, reviewed before any visual design exists. You approve the argument before anyone chooses a colour.
The competitive picture What your buyer sees in their own browser when they build a shortlist. You find out what you are compared against while it is still cheap to respond.
The buildDesign, content and templates
A design system Components and rules rather than a set of pages. The next page costs a fraction of the first.
Page templates Services, locations, people, projects, careers and legal. A new office or a new service is an entry, not a project.
Copywriting Authored from your material, your people, and the questions your sales team already answers. The site explains what is currently explained on the phone.
A content management system Built to your content types and your approval flow. Your marketing team publishes without booking a developer.
What happens after the formWhere most sites stop
Forms, routing and acknowledgement Every inquiry becomes a record with a source, an owner and the time it arrived. Nobody discovers on Friday that Tuesday's inquiry was nobody's.
The CRM connection The record lands where your sales process already lives. The site stops being a separate system with its own inbox.
Analytics and conversion tracking Reporting built around which pages produce work. You can answer the question the board asks.
Before it goes liveThe checks, run in full
Technical search foundation Structure, internal linking, structured data, sitemaps and crawler access. Search engines and assistants read the site the way a person does.
Accessibility Designed to WCAG 2.2 AA and tested with a keyboard and a screen reader. The result is a measurement rather than a claim.
A performance budget Tested on a mid range phone on a cellular connection. The site is fast where your buyer actually reads it.
Migration and redirect mapping Every existing URL mapped before the old site comes down. The rankings you already have survive the move.

Scroll the table sideways to read it.

How it works

A search to a reply,in seven steps.

The parent's drawing, read from the left. This page is about everything before the line: how somebody arrives, what the page asks of them, and what happens to the record they leave behind.

Scroll the drawing sideways to read it.

Seven steps, one of them yours. The point of the drawing is the right hand end: the site does not stop at the form.

What the system does

The work, the path it takes, and everything HUREAL builds. It never means anything else.

What stays with a person

The line, its single opening, and the plate standing in it. On a light board it is the one dark plate.

What you already run

Present, named, and not for sale. The lowest contrast on the board, deliberately.

  1. They arrive from somewhere, and the page knows which.

    Search, a referral and an ad are three different states of mind arriving at one page. The page does not change for each of them, but the reporting does, because the thing you want to know next month is which of the three produced work.

  2. One page, one job.

    A page that offers four things gets chosen for none of them. The job is decided in strategy, written into the template, and it is the reason the page exists at all.

  3. The next step is smaller than the sale.

    A quote, a call or a slot. The step is sized to the decision the visitor is actually ready to make, which is almost never signing.

  4. The form asks for what you will use.

    Every field is there because somebody downstream needs it. Fields that exist because the old form had them are the cheapest conversion you will ever recover.

  5. It becomes a record, and then it is somebody's.

    Source, owner and the time it arrived, in your CRM rather than in ours. What goes out is logged, and what was logged is what tells you which page to change next month.

The template is the point. A page built on a system costs a fraction of one built on its own, and the difference compounds every time you add an office, a service or a person.

Read the method

The deliverables

What youend up with.

  • A live site you own outright

    On infrastructure in your own accounts, with admin access from day one rather than at handover.

  • A design system and component library

    So the next page costs a fraction of the first and cannot drift from the rest.

  • Templates for the pages that repeat

    Services, locations, people, projects, careers and legal, each with a content model behind it.

  • A CMS your team publishes in

    Built to your content types and your approval flow, trained before launch rather than handed over after it.

  • Every inquiry in your CRM

    With its source, its owner and the time it arrived.

  • Analytics that answer which pages produce work

    Set up around the questions your leadership actually asks.

  • The strategy document

    The job, the audience, the decision path and the measurement plan, in writing.

  • The launch checklist results

    Fourteen named checks, run in full, with what each one returned.

  • The redirect map

    Every old URL and where it now points, so the move is auditable a year later.

What is not on this list. The second language. A site authored per language is a different scope and a different set of decisions, and it is on Multilingual websites. So is the publishing programme that fills a site with guides and answers, which is Content platforms.

By category

What a corporate siteconnects to.

By category, because the category is the question. The first real objection is whether this works with what you already run, and the honest answer is a list plus a qualifier, not a wall of logos.

  • CRM

    Where the inquiry becomes a record with a source, an owner and a date.

    Salesforce, HubSpot, Zoho, Dynamics

  • Marketing automation

    Where a follow up sequence and a newsletter live.

    Mailchimp, Klaviyo, HubSpot, Campaign Monitor

  • Analytics and tag management

    Where the question of which pages produce work is answered.

    Google Analytics, Google Tag Manager, server side tagging

  • Applicant tracking

    Where a careers page has to send an application.

    Workday, BambooHR, Lever, an in house board

  • Accounting and ERP

    Where a price, a stock figure or an account is true.

    QuickBooks, Sage, NetSuite, SAP

  • Document and asset storage

    Where the specifications, drawings and certificates a page links to actually live.

    SharePoint, Google Drive, Dropbox

  • Your industry system

    The one system that runs your trade, which is usually the one that matters most and the one nobody else connects to.

    estimating, dispatch, practice management, property management

Every connection is validated by HUREAL's engineers during scoping and confirmed in writing before signature. Where a system genuinely cannot be connected, you hear it during discovery rather than during the build, and the scope is drawn around it instead of making a platform migration the price of entry.

Asked and answered

Questions peopleactually ask.

  • How long does it take?

    The timeline is fixed in the scope you sign before any code is written, so the honest answer for your project comes in the written proposal after the discovery call. What moves it is content and integrations. What does not move it is page count: twenty service pages on one template is a smaller job than five pages that are each unique.

  • Who writes the content?

    We do, from your material, your people, and the questions your sales team already answers. You review every word. If you have a writer you like, we work with them and provide the structure and the brief.

  • Can our marketing team change it afterwards without a developer?

    Yes, and that is a design requirement rather than a feature. The content model is built around your actual content types and your approval flow, and your team is trained on it before launch rather than handed a manual after it.

  • What happens to our search rankings when we move?

    Every existing URL is mapped to its new home before the old site comes down, and the map is a document you keep. Pages that already earn traffic are identified first, so the new structure is drawn around them rather than around a new menu.

  • Do we own the site?

    You do. The domain, the accounts, the code, the content and the data are yours, on infrastructure in your own accounts, with admin access from day one. We do not hold your passwords.

  • What does it cost?

    The build price is set after the discovery call and sent in a written proposal, because an honest number needs the scope. Fixed scope, fixed price, fixed timeline, agreed before any code.

  • How do we check that you can actually do this?

    Four ways, all of them before you sign anything. The method is published phase by phase. The fourteen launch checks are published by name. The demonstration answers you in the browser right now. And phase one produces a written scope, price and timeline that is yours whether or not you continue.

Three pages next to this one

Where thissits.

Close

Two ways to start.Both end with a document you own.

Book a discovery call

For when you know the site has to change and want the scope before the spend. A discovery call with the people who own the outcome. We agree the job, the audience, the decision path and how success is measured, and afterwards you get a written proposal with a scope, a price and a timeline you can sign or walk away from.

Book a discovery call

Request a performance audit

For when you want the evidence before the decision. We look at what you have against the job you want it to do, and give you a prioritised plan with the arithmetic attached. The document is yours either way.

Request a performance audit

Know what you are building? Book a discovery call. Not sure where the problem is? Request the audit. If neither is right for you, we will say so, and tell you what is.

Not ready for either? Talk to the demonstration in your browser for three minutes, or paste your own address and hear it answer as your business. No form and no booking, and the transcript arrives by email a minute later.

Hear it work
A material study photographed in bright daylight. A thin sliver of the monumental pleated turquoise glass wave enters from the right edge of a very wide frame, its fins and one polished silver ribbon catching the light at the crest, above a pearl reflective floor that runs the full width. The left of the frame is an almost empty pale mint room.

A website with a job, and a way to tell whether it did it.

HUREAL / Material studies