The importance of a good website design and performance while branding commercial products has been in the interests of the researchers from the past many years, however, their role in branding countries is an overlooked subject. For the countries, involved in nation branding, the websites of their foreign missions play the role of digital shopfronts through which foreign publics can appraise them in a digital setting. By analyzing the page loading speed, color schemes and ease of navigation to the social media channels and the main elements of nation branding, the researcher in this article examines the role of Pakistani embassies’ websites around the world in branding Pakistan as a positive and favorable country. The findings indicate that Pakistan needs to work more on this area especially in presenting its culture, history and traditions in order to promote a softer and stable image and boosting its tourism and foreign investment. Similarly, Pakistan needs to improve its presence and performance in the social media world as well, as very few units were involved in its use and very limited platforms were being utilized.

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