Content that’s all about “you”. Websites that cultivate the “cult of personality”. Imagery that is more than a pretty face. Integrated social media.
If you are running a professional services Website, that’s the new world you are facing.
But here’s the question. Who is ready for this new marketing paradigm? Which sites are the most usable? Where do they have the perfect balance of content & features? With $45 billion in revenues between them — and huge investments in their Websites — how do the Accenture.com and the IBM Global Services sites stack up?
To find out, we evaluated the 3 professional services sites on the 2011 siteIQ eBusiness Index. We’re talking sites that do real business on the Web. They serve 1.7 million visitors a day (that’s about 53 million visitors a month) — and drop over a million pages onto users’ desks every day.
Since opinions are good — but facts are better — we conducted these evaluations using our Professional Services Best Practices Benchmark which is packed full of the 432 types of content, features & capabilities** you need on a best-in-class professional services Website.
Of course, great Websites are much more than the sum of their parts. That’s why we rolled up our sleeves and conducted a second usability review based on 67 questions that measure how each professional services site achieves visitor goals & objectives.
Then we crunched the numbers — ranked & rated each site — created cool graphs to tell the story — added our unvarnished opinions — and rolled it all up into this neat report.
2011 was the year when these sites worked really hard to stay in the same place. When the dust settled Accenture ended up as the biggest fish in a world of tiny ponds – but needs to keep a really big fish – IBM’s Global Services site – squarely in its rear view mirror.
Accenture.com retained its crown. Accenture.com has been a story about doing important things right this year. This team has been focused on improving the content, features, and usability that move visitors from the home page to the services they need — and then connect them to a salesperson.
This attention to detail netted Accenture.com first place – and with a few nudges in the right direction its services marketing could easily become a best practice.
IBM Global Services skated into second. First of all, it’s not our intention to dis the Global Services team’s efforts this year – but when you look at the numbers it’s pretty clear that its second place finish is really a testament to the success of IBM.com’s redesign. Case in point: all of this site’s increases were in the corporate marketing zones that belong to someone else.
Despite this, IBM.com’s Global Services site is the one to watch in 2012. If it adopts IBM.com’s emerging “cult of personality” strategy, all bets are off for most of its competitors.
Deloitte.com equals an anchor – for the third year in a row. 2011 didn’t bring good news for Deloitte.com. For yet another year, its complete lack of progress solidified it as the proverbial boat anchor on our roster. There are a few bright spots, to be sure — such as its unique home page design — but once you crack the surface, this site doesn’t even begin to present its parent as one of the largest ($29 billion; 182,000 employees) and most influential companies in the world.
Our clients tell us that they use our reports to:
If you want the inside scoop on sites that create business on the Web — where they excel and how they do it — you’ve come to the right place. Here’s what’s in this 37-page report.
Think of it as a way to cut through the competitive clutter and laser focus your teams on the best and good practice Websites that really matter.
Think of it as a perfect way to drill down into every nook and cranny of these sites – and see who does it best.
This report features 50 graphs, charts, and tables — perfect to educate your stakeholders and make a business case with executives.
Want to know what’s in the report page-by-page? Check out the simple Table of Contents.
Facts are great – but graphs are better. That’s why all of our reports are packed with graphs you can use to make your case. Here are some interesting facts from this report.
Twice a year, we audit & evaluate the 23 Websites that represent the best-of-the-best on the IT Web. We put them through their usability paces. We score them based on over 1,200 types of content, features, & capabilities for eighteen Website zones & cross-site utilities.
Then we rank and rate them based on the results.