Figure 8-1. This software company uses a combination of third-party validation content to fill out its
Customer Success section.
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The other major question is how to fit the general success section into your site??™s navigation.
There isn??™t any consistency to this across the Web. In fact, finding the customer success
section on some sites is a challenge because it??™s hidden within an area that might not
be intuitive to the user. Sometimes it falls within the About section, sometimes within the
Products or Services sections, sometimes within more esoterically titled sections like
Resources.
How this section is presented sends a clear message to visitors on how seriously they
should consider the material. A link in the main menu demands visitors??™ attention; it invites
clicks and tells them that the success of your customers is a critical facet to the overall
company message. By contrast, burying the same material within nested subsections has
the opposite effect. Treating customer success material as second- or third-tier content
not only makes it less enticing to read for visitors, but less attractive for other customers
to volunteer their own stories.
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