For some, grinding away at press
releases is worth the potential press coverage they can deliver. For others, aggregating and
then boasting about awards may have the most positive impact on product sales.
Section nomenclature and positioning
As we discuss each angle of validation, consider how the content will snap into the architecture
of your site. Larger types of content certainly demand their own section; press
releases, for instance, were covered in Chapter 6, but if you have a lot of customer-centric
ones, it may be important to give that category of press releases its own home on the website.
Similarly, case studies are also significant enough to demand their own real estate
within your domain.
INDEPENDENT VALIDATION
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8
The name of this section depends on the content contained within. If the section is just
going to have case studies, consider calling it ???Case Studies.??? If the section has a blend of
content??”case studies, some press releases, maybe some press coverage and testimonials??”
you may want to consider giving it a more generic name, like ???Success??? or ???Customer
Success.??? As you can see in Figure 8-1, some businesses consolidate their third-party validation
material into one area for easy browsing.
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