In 2025, people learned the information through short videos and mobile phones from the media, as well as AI tools. The frequency of users of enterprises and brands in official website has been very low, but as an early window in the Internet publicity channel, it is no longer a necessary rigid demand, but it is better to have it than nothing. At present, many enterprises in official website are in a formal existence, and basically do not maintain and update. Since it is not worthwhile to invest too much energy in maintenance, why not cut off unnecessary formalism and useless functional furnishings, leaving only a section that can convey products or services with light maintenance, so that users can learn more about the content they care about. As a user, if you want to know the content of an enterprise or brand, open its official website. I don't want to see old content and flashy propaganda animation. There is a marketing phrase that always says, "Please pay attention to or log in to official website for more details." When you pay attention to logging in, you don't know anything, but what you know is the same formal and polite graphic content.
Official website's "Lightweight Road": Reflections on the Transformation from Formalism to Precise Positioning
In 2025, which is dominated by short videos, self-media and AI search, the "presence" of corporate official website has disappeared. Redundant column navigation, industry trends that have not been updated for a long time, and flashy entrance animations only leave users with a negative impression that "form is greater than content". This situation deserves enterprises to re-examine the value of official website-does it still need to exist as a "standard"? If it is retained, how to locate the meaning of existence? After considering from three dimensions: user demand insight, official website function reconstruction and operation strategy optimization, some ideas on the road of lightweight transformation of enterprise official website are obtained.
First, the user perspective: official website's "tool attribute" regression
The core demands of users to visit official website have changed fundamentally. According to the user behavior research in 2025, 83% of visitors expect to get the information of enterprise core services or products within 5 seconds, instead of browsing decorative content. This change stems from the impact of external information channels:
1. Short video and self-media: direct delivery of product value through the 3-second attraction rule;
2. AI search tools: users rely more on structured data (such as prices and parameters) than brand stories;
3. Social platform: users build trust through KOL evaluation and UGC content, and official website becomes a "supplementary verification" channel.
Official website should transform from a "brand image exhibition hall" to an "efficient information hub", focusing on key nodes in the user decision-making chain.
Second, functional reconstruction: cut off redundancy and keep the "business breathing system"
Official website's maintenance cost and value output are seriously out of balance, so it is necessary to realize lightweight operation through the strategy of "giving up";
Cut off the "face project" to reduce the UI effect, delete the modules with high energy consumption, use the combination of text and static diagram as much as possible, and focus on the content;
Merge repetitive columns (such as "About us" and "Company Profile") to reduce the decision-making cost of users.
Keep the core service page of "Business Respiratory System": concentrate important information such as core selling point, price and delivery cycle of products/services with one page;
Real-time data display: such as inventory status, service response aging, service availability status, and parameter data actually related to products;
Lightweight form: only collect the necessary information (name+demand) to minimize the user's input operation, and it's too tired to start up. Don't let me type.
Reduce the maintenance cost of enterprises and minimize the use and learning cost of the website system.
Third, the operation strategy: from "content maintenance" to "traffic closed loop"
Official website needs to form synergy with external channels to turn traffic into business opportunities;
Accurate content strategy
5-second rule: the first screen highlights the core value of the enterprise (explaining the core business of the enterprise in one sentence);
Dynamic loading: non-first-screen content is loaded on demand, reducing the initial request. (or consider directly abolishing unnecessary content)
Multi-channel diversion optimization
Short video platform: official website short chain is embedded in Tik Tok/Aauto Quicker profile;
AI search adaptation: optimize structured data and improve the search visibility of fields such as "product parameters" and "price".
Data-driven iteration
Optimize the page through data monitoring;
Consider official website as a product data center, which can be correlated with customer information.
Thinking about the road of enterprise official website's lightweight, let's record it here first. The times are changing, and people's thoughts are constantly changing. The "Thoughts" page is official website, the studio of Anqiqi, specially designed to record emerging thoughts. There are no fixed updates, but each update will have some meaning. Thank you for visiting and reading ~