Language and communication, especially high- versus low-context communication styles, have been shown to lead to differences in Web sites. Low-context communication provides the lowest common denominator for intercultural communication through the Internet by making messages linear, articulated, explicit, and therefore easier to understand in the absence of contextual clues. Based on theories of intercultural business communication and recent empirical studies, this article investigates how communication styles influence Web site design and content. It is hypothesized that, for the global audience, Web sites from low-context communication countries are easier to find, use colors and graphics more effectively, make navigation more user-friendly, contain more corporate and product information cues, and offer more contract- and relationship-related content than Web sites from high-context communication countries. This article also contributes to international business communication by investigating the choice of languages in business-to-business (B2B) Web sites. Empirical findings confirm the influence of high- versus low-context communication styles through systematic content analysis of 597 B2B Web sites in 57 countries. High-context communication style may be detrimental to the design of global Web sites, making them less readable, less effective in their use of colors and graphics, and less interactive for the globally dispersed users.
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