2013 Index | Services Marketing Rankings | CA.com and HP.com make huge plays — and steal first place from IBM.com

World-class services marketing requires the Website to start the dialog with the customer’s problem or issue and present services as a solution to the problem. Smart organizations extend this marketing architecture by providing a wealth of content that illustrates the organization’s credentials and forward-thinking expertise.

To assess how effectively a Website markets services, the siteIQ evaluation team identifies and measures 53 types of services marketing content, features and capabilities. (Note: Professional services Websites (business consulting) are measured against 40 features & capabilities that represent business consulting consulting-related navigation requirements.)

Usability reviews focus on how easy it is to find services marketing content; content quality and clarity; and how effectively the site encourages prospects to engage with the company’s salespeople and/or find a reseller or partner.

This case study announces 2013’s leaders, laggers — and fast movers in the Services Marketing category.

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Services Marketing | Drum Roll Please!

This year’s Services Marketing results delivered a slew of ranking shifts and shocking debuts in what is usually a predictable category.

It isn’t much of a surprise that Accenture.com ranked the highest of the professional services sites at 2nd place. But who could have seen that Cognizant.com would enter the race at 13th place? And who would have thought HP Networking wouldn’t provide a single letter of services marketing on its zone?

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About the Author:

President of siteIQ :: I focus on best practices – and share with our clients and Library members how leading Web teams deliver world-class user experiences. My job is to find best practices and illustrate why they work. How the smartest Web teams innovate – and solve common problems. How leaders put the right pieces together to perfect effect.