The second list builds off the first, but adds a smidge of interactivity
that allows users to expand a box to show a short summary as well as a direct link to
download the full version.3 The third example is a more pragmatic approach to the information.
In addition to the names, it provides users with a metadata snapshot by using
dates and keywords that might be of interest.
All three examples are completely valid. The key to the success of this landing page is providing
information readers will react to, whether that is big-ticket customer names or key
phrases describing the story. The design must play a principal role by clearly and intelligently
representing the content, and providing an uninhibited path to the whole story.
Delivery
Designing the landing page for the case studies is the first piece of the puzzle. How you
choose to ultimately deliver each case study will greatly influence how users access and
consume the content. There are several common options.
Web-based HTML. The first and most obvious choice in delivering written case study content
is leveraging the technology on which the site is built??”the Web. While there may be
other formats for sales purposes (namely PDF, Word, or PowerPoint), as you can see in
Figure 8-7, keeping HTML-based versions on your site is advantageous for several reasons:
WEB DESIGN AND MARKETING SOLUTIONS FOR BUSINESS WEBSITES
180
3.
Pages:
341
342
343
344
345
346
347
348
349
350
351
352
353
354
355
356
357
358
359
360
361
362
363
364
365