MarketingProfs.com has a good article about how you should orient your corporate web site:
"The Web is not a great place to win hearts and minds. It is not a great place to convince people to do something they did not come to the Web already intending to do. Traditional marketing techniques, such as brand name repetition and the use of images to communicate brand attributes, don't work as well on the Web.
What works well on the Web is a useful Web site that wastes no time and gets straight to the point."