Strategic Outreach

Managing Change Via Communications

Describe Customer Challenges Right on your B2B Home Page

Stating two or more customer challenges that can be solved by a product/service, right on your home page, earns your website 3 points in my Core Score rating.

B2B home page rating scale

Telogis (Aliso Viejo, CA) scores with their sequence of specific customer problems on their banner sequence at the top of their home page.  Telogis provides a Software-as-a-Service platform that helps fleet managers manage their global workforce better through GPS location technology. It includes tracking and scheduling applications for both mobile and office-based assets.

One example from their sequence: “Do you need to find the closest crew and dispatch them to an emergency work order?”  The prominent “Solutions” button takes you to the Telogis answer.  These type of specific problems draw in the site visitor, whether it’s a first-time visit to check out the company, or if it’s a return visit from someone who knows Telogis.

More tasks improved by the Telogis platform are previewed in text blocks on the page, with links. Very clean layout, no clutter. They also get one Core Score point for  their text links to specific problem-solving ideas (see point system at right).

I couldn’t give Telogis a full 3 points for the “Home page succinctly states what the company actually does” slot.  I’ll give them one of the three points for the Business Intelligence graphic with the key areas (listed in quadrants), but there is no text that confirms that they are indeed a SaaS platform provider.  You have to navigate two more levels (past the “Company” and “Why Telogis” pages) to find this, although you could argue that it’s assumed.

Telogis just barely scores the final 3-pointer, quantifying benefits (on the home page), with this text: “When the benefits of driving with Telogis – better fuel use, routing, deployment, response times, safety, hours, maintenance and customer goodwill – can pay for your system in a quarter, don’t drive blind.”   Stating payback is powerful … so why do so many marketers bury it deeper in the site?

Telogis doesn’t get a point for news headlines on the home page, nor for a link to a customer testimonial.

Leader Schmeader

Telogis does however get a Bonus Point for not using the word “leader” in the home page text.  Hallelujah.  It amazes me that companies as prominent as software giant SAS bother to proclaim that they are “a leader.”  My first thought when I see this: “Congratulations, touting yourself as a ‘leader’ just put you in the company of thousands of others including every little fly-by-night outfit in your industry.” If you’re SAS, you should be above this clichéd adjective.

Total Score

The Telogis home page scores 9 out of 12 total.  Impressive.

More critiques to come.

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October 25, 2010 - Posted by | B2B home page, B2B messaging, Brand and Reputation, Business cliches, Website content | , , , , , , , , , , , ,

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