Most people start by running Power Point. Professionals start creating Power Point presentations with a strategy, a clear objective and an understanding of the audience's problems. Only then come the slides, design and animations. If you're creating presentations for companies on your own or outsourcing to specialists, this article will help you build a process from the ground up - without chaos, overloaded slides „about everything and nothing” and boredom that kills the message.
1. define a clear purpose: why are you creating this presentation?
The most common error? Running PowerPoint and immediately start filling the slides with content. Meanwhile, any professional presentation should answer one fundamental question:
What is its purpose for your Power Point presentation?
You build completely differently:
- sales presentation
- a general presentation about the company
- sales offer with price list
- pitch deck
- conference presentation
- training materials
- onboarding materials
- Strategy deck (vision, values, employer branding)
The purpose determines everything: the structure of the narrative, the number of slides, the level of detail, the tone of the communication and even the color palette. Without a clearly defined purpose, even the most impressive design will not save the message.
👉 PRO TIP: When creating content for your next slides, also think about one specific goal per slide. This is the key to a clear and lucid message. The most common objectives for individual slides in presentations for companies: Who we are, What services/products we have, What problems we solve, What sets us apart from the competition, What experience our team has, What markets we operate in, What customers say about us (testimonials), What are the next steps of cooperation. Each slide should give the viewer one key piece of information - no more.
2. tailor your PowerPoint presentation to your audience
There is no universal PowerPoint presentation for everyone, as the audience changes everything from style to structure.
Below I have prepared for you a comparison of the most important differences that will help you design business-effective PowerPoint presentations tailored to your specific target audience.
| Element | B2B | B2C | Internal communication |
|---|---|---|---|
| Language | Concrete, substantive, data-driven and business cases | Affordable, engaging, builds emotional connection | Human, transparent, often less formal |
| Emphasis on | Processes, measurable results, ROI, case studies | Storytelling, metaphors, user benefits | Understanding, motivation, commitment of the team |
| Design | Professional, orderly - credibility before emotion | Dynamic, bold, visually eye-catching | Readability + compliance with organizational culture |
| Example tools | Charts, figures, comparisons, testimonials of companies | Expressive images, icons, emotional photos | Infographics, simple diagrams, team photos |
| Typical target | Persuade to cooperate, show business value | Inspire purchase, arouse emotions | Explain, motivate, unite around a goal |
As you can see, a B2B PowerPoint presentation, a B2C presentation and a presentation for internal communication differ not only in design, but most importantly in purpose, language and argumentation. When creating Power Point presentations for companies, always ask yourself: Who exactly will see these slides and in what context?
3. the way of PowerPoint presentation is crucial
The same presentation can work phenomenally or fail completely, so the context of use is crucial.
Online presentation (Teams, Zoom, Google Meet)
- Larger fonts, less detail per slide
- One key message per slide
- High contrast and maximum readability
Online presentations are all about speed of reception - a slide must be readable in seconds, even on a small screen.
PDF - Presentation sent by email
- Must act independently, without narration by the presenter and without your presence
- More textual context, concise descriptions
- Logical structure and intuitive navigation
- Small file - convenient for shipping
Such a PDF often serves as decision-making material, so its structure and logic are crucial.
Live presentation (meeting, conference, room)
- Minimal text - the slide is supposed to support the speaker, not replace it
- Striking visuals (charts, figures, infographics) that reinforce the message
- Thoughtful animations - used only if they realistically help the audience receive the content
In live presentations, the slide is supposed to support the story, not try to tell it for you.
4 Structure: the backbone of any effective presentation
Regardless of industry or purpose, most effective PowerPoint presentations follow a proven structure:
- Problem / context - Why the issue we are discussing is important right now,
- Solution - What specifically do you offer your clients to help them in their daily work / solve their pains,
- Benefits - What the recipient will gain from your services,
- Evidence - data, examples, testimonials, case studies, „social proof” - to help them make a good decision,
- Call to action - what is the next step of your activities - because everyone feels better knowing the process.
Chaos on slides is almost always due to a chaotic thinking structure, not a lack of „pretty graphics.” The WOW effect comes only when you approach presentation design strategically - with a clear purpose, logical structure and conscious visual decisions.
Without it, the presentation gives the impression of incoherence, lacks natural flow and is essentially no different from a website or company brochure. And that, after all, is not the point.
A presentation gives you the space to say more than in publicly available materials - to explain the context, build a narrative and guide the audience to a decision. It is worth taking advantage of this opportunity.
5. design is a communication tool
A professionally designed Power Point presentation is one in which colors, typography, icons and graphics do not act as decoration, but as consciously designed communication tools. Therefore, in a well-designed Power Point presentation, every element has a strategic rationale and realistically supports business objectives.
- Design guides the viewer's eyes, so key information is immediately noticeable,
- The content hierarchy (font size, their arrangement) shows what is most important,
- Visual consistency builds trust in the brand as it reinforces its professional image.
6. the most important principle
If you have to remember just one sentence, let it be this:
The presentation is not about you, but About the target audience and its needs.
When you start designing with a clear goal, analysis of the target audience and context of use - PowerPoint will become your ally, not a limitation.
If you want your PowerPoint presentations to realistically support your sales, communications and corporate image, treat them like a strategic business tool, not just a set of slides to fill in. If you don't have time to create presentations yourself, write to us >
