a7

Valuable company sites at a glance

Site Genre: Pattern Group a

magnify image Figure A7.1 IBM’s homepage prominently displays links to its products and services, as well as links for specific customer groups (for example, home, small business, and government). Links for less important visitors, such as developers, partners, and investors, are displayed in a less prominent position and in a lighter font at the lower left side of the page.

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This pattern forms the core of all company sites. Combine it with one or more of the other site genre patterns, especially PERSONAL E-COMMERCE (A1), EDUCATIONAL FORUMS (A8), and WEB APPS THAT WORK (A10).

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PROBLEM

Company sites must address the needs of many audiences, but a site that does not balance its attention to these different audiences in proportion to their size will not succeed.

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SOLUTION

magnify image Figure A7.6 A company homepage must focus on its primary audience without forgetting about secondary audiences or company branding.

On the company homepage, above the fold, dedicate 95 percent of the area and links to the visitor groups that account for 95 percent of the total visitor population, and keep the remaining area and links for the visitor groups that account for the remaining 5 percent. Use the space below the fold of the homepage to provide explicit links for each group, including those in the 5 percent category. Balance space for your branding against the navigation needs of your target audience. Throughout the site, focus attention on the specific roles of your customers, and use value propositions that they’ll understand. Include in-depth presentations and lists of information to keep visitors engaged if they want to know more.

Other Patterns to Consider

For valuable company sites, using the 95 percent solution, create a HOMEPAGE PORTAL (C1) that gives people an UP-FRONT VALUE PROPOSITION (C2) and MULTIPLE WAYS TO NAVIGATE (B1). Use FAMILIAR LANGUAGE (K11) targeted to the role and kind of visitor, including customer, partner, press, investor, or potential employee. Make use of online marketing by offering E-MAIL SUBSCRIPTIONS (E2) to a free company newsletter, to maintain ongoing contact with previous site visitors. Post job openings to recruit potential employees.

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