A tsunami of new “help me choose” features started hitting Websites in 2007 — and they’ve come in and out of vogue ever since. In this Golden Oldie Case Study we put four “Find a Product” features on Sun.com, IBM.com, HP.com, Dell.com through their paces. Turns out that the best & worst practices we saw then still apply now.
IBM bought itself a new Website for its 100th birthday, the Global Services site seems “hand crafted”—almost as if human beings who like services wrote the content. It’s engaging, snappy, and even a bit assertive. How does IBM do it?
Mirror, mirror on the wall, who has the best Website of all? To find out, we evaluated 23 Websites, stepped them through 1,200 types of content & features, and put them through their usability paces. Then we scored, ranked, and rated each one and put all the answers in this report.
When it comes to professional services marketing, content is key. But as important as the message may be, how it is delivered is even more important. How important? It determines whether or not people read it.
IBM Global Service’s pages are anything but boring. Each service type has its own unique personality — from information architecture, to content, to design. In fact, visitors get a bit of variety every time they click on a link. So how does IBM Global Services’ zone maintain any level of consistency when each page is a brave new world? The devil’s in the details.
Services Marketing Content | 5 ways IBM Global Services turns “less is more” content into marketing gold
Enter IBM.com’s Global Services and Smarter Planet zones who have cracked the code on how to tell powerful services marketing stories using very few words. How do they do it? They use five important techniques.
Most sites rely on headers and headlines to inform, impress or intrigue visitors. And then there’s the IBM Global Services site which takes a slightly different tack — short, snappy headers that encourage visitors to take specific next steps.
When marketing services, image is everything — and a site’s call to action plays a large part in that image. It tells visitors how much the organization wants to talk to them and help them with their problem. So how does a contact module say, “We’re here to help”? The header is a good place to start.
When it comes to services marketing, it’s not enough to tell visitors what the service does — or even brag about your organization’s expertise. With services, you are known by the company you keep. Here’s how the IBM Global Services site uses case studies, events, & social media to tell its story.
Just because IT products are complex doesn’t mean that finding them on a Website has to be. The latest minimalist design trend is requiring Web teams to get creative on how to present large portfolios of complicated products in short, simple, compact formats. Intel.com has successfully tackled this challenge by retooling the “navigation matrix”.