At Prayag, we decided to launch an annual benchmarking study on websites given that we come across a variety of them through the year. This study aims to give an objective view of benchmarked websites on parameters that are most critical for a B2B site. The key considerations are design, content, navigation, and online marketing techniques.
An interesting observation was most sites addressed hygiene factors (both strategic and tactical)- more or less consistent messaging, usage of similar colours, existence of site maps and so on – for e.g. Infosys and TCS have cleverly used their messaging themes (flat world and experience certainty) across the site. A handful of companies had tried to explore beyond known boundaries and take their website to the next level. For example, IBM and Infosys manage to communicate many things on the home page without making it cluttered. Read more at http://www.prayag.com/.
Overall, we found websites had improved compared to last year showing that companies are taking it more seriously. At Prayag, we think that online marketing and web 2.0 elements are still under leveraged aspects to market your site especially among smaller and mid-sized companies. Larger companies have definitely made a start in this direction. In today’s climate, it will be worthwhile for companies to pay more attention to it.