Vertic Insights Volume 4 by VerticInsights

Vol. 4, 2021

A Glimpse of Our Strategic Digital Thinking

The World’s Largest Study on Corporate Websites

In this Issue LETTER FROM THE CEO

A Shift in How Corporations Present Themselves to the World

The 2021 Global Corporate Website Index

Why the Corporate Website Still Matters

Three Corporate Website Trends That Elevate Customer Experience

POINT OF VIEW

Transformation: Corporate Brand & .COM in Healthcare Designing a .COM website in 2021

VERTIC.COM

In this Issue LETTER FROM THE CEO

A Shift in How Corporations Present Themselves to the World

The 2021 Global Corporate Website Index

Why the Corporate Website Still Matters

Three Corporate Website Trends That Elevate Customer Experience

POINT OF VIEW

Transformation: Corporate Brand & .COM in Healthcare Designing a .COM website in 2021

VERTIC.COM

LETTER FROM THE CEO

A Shift in How Corporations Present Themselves to the World

uring the past 18 months, corporate strategy,

To demonstrate the importance of a company’s dotcom,

actions, and operations have changed in more

Vertic has developed a Global Corporate Website

ways than we can possibly count. However, when

Index to rank and evaluate the world’s top-performing

considering an organization’s digital presence, it is

The 2021 Global Corporate Website Index

corporate websites. It establishes industry benchmarks,

now business-critical to have the right one. We no

gathers valuable intel, and gives marketers a way to

longer go online, but live online. Something else has

appraise their website’s performance. The Index sheds

also shifted significantly for corporations in the wake

light on best practices, identifies areas of improvement

of 2020: The smartest ones are changing how they

per sector, and forecasts megatrends for 2021 to help

present themselves to the world.

companies get a better ROI from their website.

In a new era where stakeholder capitalism and

300 hundred sites across 21 sectors have been

itself is transforming to reflect its increased

and Use-of-Technology. The number one website on

corporate citizenship matter tremendously, business

evaluated for Design & User Experience, Relevancy,

responsibilities. As a result, corporations now have

the Index scored the highest average across these

bigger opportunities to respond to new behaviors

categories. The Index also provides an analysis of

with more effective digital experiences. In a complex

of consumers admit to judging a company’s credibility based on their website design (Stanford)

industry sectors and their position on the digital

world, the digital ecosystem should make it easier to

adoption curve. This snapshot features a breakdown

do business with any company. And I believe that the

of a sector’s score and insights into current challenges

corporate website is at the heart of how companies

and areas for improvement.

now express the ways in which they are making difference.

The best corporate websites can satisfy a marketer’s

A corporate website or “dot com” is no longer just a

brand values and ethics for all possible stakeholders,

need for relevant data, play a vital role in positioning

brochure to communicate a company’s products and

of the customer decision journey is now digital (Forrester)

industry benchmarks, gathers valuable intel, and gives marketers a way to appraise their

furnish essential information to policymakers, and

and a vital platform to engage all stakeholders, shape

website’s performance. How does a website

provide meaningful experiences in a digital-first world

perceptions, drive behavior, and generate revenue. It

measure up to the competition? The Index

that goes far beyond what’s possible on standardized

is the first place where customers, investors, and job

templates on third-party platforms.

seekers go to experience a brand and learn about an

organization. And it is of increasing importance in our expanded digital lives in 2021.

Sebastian Jespersen, CEO and Founder of Vertic

evaluates and ranks the world’s top-

performing corporate websites. It establishes

attract talent, inform the investment community,

services. It is the spine of a brand’s digital ecosystem

he Global Corporate Website Index

sheds light on best practices, identifies areas of improvement per sector, and forecasts

of buyers indicate that the corporate website is the most influential touchpoint in decision credibility (DemandGen Report)

megatrends trends for 2021 to help companies get a better ROI on their website.

VERTIC.COM

LETTER FROM THE CEO

A Shift in How Corporations Present Themselves to the World

uring the past 18 months, corporate strategy,

To demonstrate the importance of a company’s dotcom,

actions, and operations have changed in more

Vertic has developed a Global Corporate Website

ways than we can possibly count. However, when

Index to rank and evaluate the world’s top-performing

considering an organization’s digital presence, it is

The 2021 Global Corporate Website Index

corporate websites. It establishes industry benchmarks,

now business-critical to have the right one. We no

gathers valuable intel, and gives marketers a way to

longer go online, but live online. Something else has

appraise their website’s performance. The Index sheds

also shifted significantly for corporations in the wake

light on best practices, identifies areas of improvement

of 2020: The smartest ones are changing how they

per sector, and forecasts megatrends for 2021 to help

present themselves to the world.

companies get a better ROI from their website.

In a new era where stakeholder capitalism and

300 hundred sites across 21 sectors have been

itself is transforming to reflect its increased

and Use-of-Technology. The number one website on

corporate citizenship matter tremendously, business

evaluated for Design & User Experience, Relevancy,

responsibilities. As a result, corporations now have

the Index scored the highest average across these

bigger opportunities to respond to new behaviors

categories. The Index also provides an analysis of

with more effective digital experiences. In a complex

of consumers admit to judging a company’s credibility based on their website design (Stanford)

industry sectors and their position on the digital

world, the digital ecosystem should make it easier to

adoption curve. This snapshot features a breakdown

do business with any company. And I believe that the

of a sector’s score and insights into current challenges

corporate website is at the heart of how companies

and areas for improvement.

now express the ways in which they are making difference.

The best corporate websites can satisfy a marketer’s

A corporate website or “dot com” is no longer just a

brand values and ethics for all possible stakeholders,

need for relevant data, play a vital role in positioning

brochure to communicate a company’s products and

of the customer decision journey is now digital (Forrester)

industry benchmarks, gathers valuable intel, and gives marketers a way to appraise their

furnish essential information to policymakers, and

and a vital platform to engage all stakeholders, shape

website’s performance. How does a website

provide meaningful experiences in a digital-first world

perceptions, drive behavior, and generate revenue. It

measure up to the competition? The Index

that goes far beyond what’s possible on standardized

is the first place where customers, investors, and job

templates on third-party platforms.

seekers go to experience a brand and learn about an

organization. And it is of increasing importance in our expanded digital lives in 2021.

Sebastian Jespersen, CEO and Founder of Vertic

evaluates and ranks the world’s top-

performing corporate websites. It establishes

attract talent, inform the investment community,

services. It is the spine of a brand’s digital ecosystem

he Global Corporate Website Index

sheds light on best practices, identifies areas of improvement per sector, and forecasts

of buyers indicate that the corporate website is the most influential touchpoint in decision credibility (DemandGen Report)

megatrends trends for 2021 to help companies get a better ROI on their website.

VERTIC.COM

Corporate Website Ranking Rank

Company

TATA Group

Average score

“ A corporate website is no longer just a brochure to communicate a company’s products and services. It’s the spine of a brand’s digital ecosystem and a vital platform to engage all stakeholders, shape perceptions, drive behavior, and generate revenue.”

Sector

Country

Technology

India

Airbus

Aerospace and Defense

France

McKinsey

Business Services

United States

Goldman Sachs

Financials

United States

Accenture

Technology

Ireland

Levi Strauss

Apparel

United States

Deutsche Telekom

Telecommunications

Germany

Amazon

Retail

United States

Nike

Retail

United States

Four Seasons Hotel & Resorts

Hotels, Restaurants and Leisure

Canada

changes to how we live and work. To navigate

Under Armour

Apparel

United States

have resorted to digital channels to shop, research, and

ViacomCBS

Media

United States

Live Nation Entertainment

Media

United States

Roche

Healthcare

Switzerland

Itochu

Wholesalers

Japan

The Walt Disney Company

Media

United States

Merck & Co.

Healthcare

United States

Tech Data

Wholesalers

United States

General Motors

Motor Vehicles & Parts

United States

Ralph Lauren

Apparel

United States

— Sebastian Jespersen

Reflections on 2020

How does the Index work?

The global pandemic has made rapid and lasting

300 corporate websites across 21 sectors have

lockdowns, social distancing, and remote work, people

of Design & User Experience, Relevancy, and Use-

been assessed for performance based on the criteria of-Technology. The number 1 website on the Index

make decisions. These sudden changes in behavior

scored the highest average across these categories.

have fast-tracked the digitalization of customer

The Index also provides an analysis of industry

interactions by years. The bottom line is that people

sectors and their position on the digital adoption

no longer go online; they live online. Corporations now

curve. This snapshot features a breakdown of a

have even bigger opportunities to respond to new

sector’s score and insights into current challenges

behaviors with more effective digital experiences.

and areas for improvement. For further details into our process, visit the Methodology section in this

The corporate website is more critical than ever

document.

Today there’s little question that the best-performing

Vertic has partnered with multiple Fortune 500

presence. And the right corporate website not only

their digital maturity. Our extensive research and

companies are the ones with the strongest digital

companies to rethink their websites and increase

informs customers and attracts talent, but ultimately

expertise are the foundation of the Global Corporate

influences an entire ecosystem of interested

Website Index.

stakeholders.

VERTIC.COM

Corporate Website Ranking Rank

Company

TATA Group

Average score

Sector

Country

Technology

India

Airbus

Aerospace and Defense

France

McKinsey

Business Services

United States

Goldman Sachs

Financials

United States

Accenture

Technology

Ireland

Levi Strauss

Apparel

United States

Deutsche Telekom

Telecommunications

Germany

Amazon

Retail

United States

Nike

Retail

United States

Four Seasons Hotel & Resorts

Hotels, Restaurants and Leisure

Canada

changes to how we live and work. To navigate

Under Armour

Apparel

United States

have resorted to digital channels to shop, research, and

ViacomCBS

Media

United States

Live Nation Entertainment

Media

United States

Roche

Healthcare

Switzerland

Itochu

Wholesalers

Japan

The Walt Disney Company

Media

United States

Merck & Co.

Healthcare

United States

Tech Data

Wholesalers

United States

General Motors

Motor Vehicles & Parts

United States

Ralph Lauren

Apparel

United States

— Sebastian Jespersen

Reflections on 2020

How does the Index work?

The global pandemic has made rapid and lasting

300 corporate websites across 21 sectors have

lockdowns, social distancing, and remote work, people

of Design & User Experience, Relevancy, and Use-

been assessed for performance based on the criteria of-Technology. The number 1 website on the Index

make decisions. These sudden changes in behavior

scored the highest average across these categories.

have fast-tracked the digitalization of customer

The Index also provides an analysis of industry

interactions by years. The bottom line is that people

sectors and their position on the digital adoption

no longer go online; they live online. Corporations now

curve. This snapshot features a breakdown of a

have even bigger opportunities to respond to new

sector’s score and insights into current challenges

behaviors with more effective digital experiences.

and areas for improvement. For further details into our process, visit the Methodology section in this

The corporate website is more critical than ever

document.

Today there’s little question that the best-performing

Vertic has partnered with multiple Fortune 500

presence. And the right corporate website not only

their digital maturity. Our extensive research and

companies are the ones with the strongest digital

companies to rethink their websites and increase

informs customers and attracts talent, but ultimately

expertise are the foundation of the Global Corporate

influences an entire ecosystem of interested

Website Index.

stakeholders.

VERTIC.COM

Sector Ranking Rank

Sector

Average Score

Media

Business Services

Apparel

Airlines

Technology

Household Products

Motor Vehicles and Parts

Engineering and Construction

Hotels, Restaurants and Leisure

Food, Beverage and Tobacco

Telecommunications

instant access to content—anytime, anywhere. Players

Energy

have pushed legacy brands like Disney and Time Warner

Financials

Aerospace and Defense

Retail

Wholesalers

Healthcare

At the other end of the spectrum, and averaging just 57,

Industrials

categories of UX & Design & User Experience Avery

Chemicals

Logistics

Materials

Design

Relevancy

Technology

From Media to Materials Media companies scored the highest average on the Index at 74. It’s no surprise that most companies in the Media sector are ahead of the curve on digital

transformation. ViacomCBS, Live Nation Entertainment, and The Walt Disney Company all boast high scores in

the UX & Design & User Experience categories. All three lead the Media sector and rank in the Index’s overall top 10 corporate websites.

The digitalization of the media industry has been driven by changing consumer behaviors and expectations,

especially among younger generations who demand

like Amazon, powered by their digitally born Prime Video,

consolidated industries where earnings are protected

Media to step up their digital game. To keep thriving,

business continuity in 2020 has changed the way we all

by contract and rental income. However, disruption to

media companies must keep technology at the heart of

conduct business—forever. Even this sector will need

what they do and continue to create compelling content

to rethink its approach to customers and business

that exceeds customer expectations. The website is a

development. Companies should use the downturn to

crucial touchpoint for communicating the experience

elevate their brand by developing clearer messaging

they offer.

around their mission and establishing a stronger thought leadership strategy.

companies in the Materials sector scored low in three

As the global economy bounces back from a tumultuous

Dennison and Owens Corning are the only organizations

investing more in augmented reality, analytics, machine

2020, this sector is expected to perform better by

that scored above the cross-sector average.

learning and customer experience. Materials companies must have a corporate website that reflects their digital

Materials companies might not place much value on a

transformation journey and engages all stakeholder with

corporate website because they often operate within

relevant and meaningful experiences.

VERTIC.COM

Sector Ranking Rank

Sector

Average Score

Media

Business Services

Apparel

Airlines

Technology

Household Products

Motor Vehicles and Parts

Engineering and Construction

Hotels, Restaurants and Leisure

Food, Beverage and Tobacco

Telecommunications

instant access to content—anytime, anywhere. Players

Energy

have pushed legacy brands like Disney and Time Warner

Financials

Aerospace and Defense

Retail

Wholesalers

Healthcare

At the other end of the spectrum, and averaging just 57,

Industrials

categories of UX & Design & User Experience Avery

Chemicals

Logistics

Materials

Design

Relevancy

Technology

From Media to Materials Media companies scored the highest average on the Index at 74. It’s no surprise that most companies in the Media sector are ahead of the curve on digital

transformation. ViacomCBS, Live Nation Entertainment, and The Walt Disney Company all boast high scores in

the UX & Design & User Experience categories. All three lead the Media sector and rank in the Index’s overall top 10 corporate websites.

The digitalization of the media industry has been driven by changing consumer behaviors and expectations,

especially among younger generations who demand

like Amazon, powered by their digitally born Prime Video,

consolidated industries where earnings are protected

Media to step up their digital game. To keep thriving,

business continuity in 2020 has changed the way we all

by contract and rental income. However, disruption to

media companies must keep technology at the heart of

conduct business—forever. Even this sector will need

what they do and continue to create compelling content

to rethink its approach to customers and business

that exceeds customer expectations. The website is a

development. Companies should use the downturn to

crucial touchpoint for communicating the experience

elevate their brand by developing clearer messaging

they offer.

around their mission and establishing a stronger thought leadership strategy.

companies in the Materials sector scored low in three

As the global economy bounces back from a tumultuous

Dennison and Owens Corning are the only organizations

investing more in augmented reality, analytics, machine

2020, this sector is expected to perform better by

that scored above the cross-sector average.

learning and customer experience. Materials companies must have a corporate website that reflects their digital

Materials companies might not place much value on a

transformation journey and engages all stakeholder with

corporate website because they often operate within

relevant and meaningful experiences.

VERTIC.COM

other marcom entryways such as

direct mail and toll-free numbers in

favor of their websites. Even corporate apps now connect to the home page with a thumb click.

Nine out of ten B2B buyers said that online content influenced their purchasing decisions.

The post-sale phase is as important, if not more, than

wooed to the next level as though they’re still sought-

for everything connected to your brand. By leveraging

pre- and post-hire.

pre-sale. The website must serve as a one-stop shop

after leads. The same goes for your employees, both

the latest technologies, such as chatbots, interactive

FAQs, self-serve tools, experience-based eCommerce,

Optimize and adjust the user experience dynamically

site-for-all helps keep the messaging consistent and

is critical. It’s where companies obtain their greatest

and AI, your site becomes all things to all people. One-

Why the Corporate Website Still Matters

that encompass websites, social networking, digital

are they willing to start by listening to a sales pitch.

influenced their purchasing decisions. No longer

potential employees, investors, and other important

information, industry benchmark assessments, and

stakeholders are most likely to go to learn more about

individualized thought leadership content.

your brand and company, and it should be based on the

Most platforms today are centered around the company’s

a destination, but as a path. It’s about the digitized

most likely is not aligned with the CDJ. For instance,

many companies use naming conventions in their site

methodology are key components for building a

navigation based on their lines of business (LOBs) rather

successful corporate website that allows the user to

than on how their customers think.

reach and consume the desired information as quickly

They want to do their own homework, reach their own

No longer is it advisable or tolerable to send prospects

structures. Since more and more engagements come

but ready to pull the trigger.

Acquisition and retention are not separate siloes in the

In order for you to control the journey, the customer

search. Google is the road most traveled. Without it, your

portal. Many established firms have all but abandoned

must cross into the digital ecosystem through a single

satisfaction, such as digital product performance

Today’s user has gotten used to searching for

For a staggering 71 percent of B2B buyers, the

customer decision journey (CDJ) starts with a generic

digital solar system. This is where your customers,

as possible.

conclusions, and (perhaps) call you when they’re all

marketing, and customer service.

for retaining customers while increasing their

customer decision journey. Data, insights and a

Nine out of ten B2B buyers said that online content

a way that transcends the traditional functions of sales,

Your website is the sun at the center of your company’s

will remain digital, and 57 percent of the journey will be

cultures, and experiences to compete in this new digital

media, communications, and transaction processing in

technological tools, there are other critical elements

internal structure and existing market strategy, which

done before ever engaging your sales department.

marketplace. They are creating entire digital ecosystems

The Center of the Digital Universe

However, digital transformation shouldn’t be seen as

find what they want. From there, 67 percent of the CDJ

leveraging the latest technologies to build new processes,

the digital ecosystem. On top of all the available

people land on your site, 76 percent want it to be easy to

some degree. To that end, many old-line businesses

re-imagining every facet of their operations. They are

Share of Life™, yet it’s often deprioritized within

Relevancy and Interpreting Intent

website would be a billboard in the wilderness. Once

are actively engaged in digital transformation. They are

the decision journey on track.

same design and navigation system.

We are no longer going online. We are living online. Today, every company must think of itself as being digital to

throughout these different phases. Post-acquisition

what they want rather than using large drop-down menu

to one site and existing customers to another.

from mobile devices, clicking on hamburger menus and thumbing through pages has become less and

digital world. A powerful sales technique is to make

less desirable. Users want to type keywords and find

the prospect feel like they’ve already purchased from

information instantly. Otherwise, they move on to the

you. Show them what their experience will be like after

next site. However, gone are the days when search was

they’ve joined your happy family. Customers want to be

facilitated solely by keywords.

VERTIC.COM

other marcom entryways such as

direct mail and toll-free numbers in

favor of their websites. Even corporate apps now connect to the home page with a thumb click.

Nine out of ten B2B buyers said that online content influenced their purchasing decisions.

The post-sale phase is as important, if not more, than

wooed to the next level as though they’re still sought-

for everything connected to your brand. By leveraging

pre- and post-hire.

pre-sale. The website must serve as a one-stop shop

after leads. The same goes for your employees, both

the latest technologies, such as chatbots, interactive

FAQs, self-serve tools, experience-based eCommerce,

Optimize and adjust the user experience dynamically

site-for-all helps keep the messaging consistent and

is critical. It’s where companies obtain their greatest

and AI, your site becomes all things to all people. One-

Why the Corporate Website Still Matters

that encompass websites, social networking, digital

are they willing to start by listening to a sales pitch.

influenced their purchasing decisions. No longer

potential employees, investors, and other important

information, industry benchmark assessments, and

stakeholders are most likely to go to learn more about

individualized thought leadership content.

your brand and company, and it should be based on the

Most platforms today are centered around the company’s

a destination, but as a path. It’s about the digitized

most likely is not aligned with the CDJ. For instance,

many companies use naming conventions in their site

methodology are key components for building a

navigation based on their lines of business (LOBs) rather

successful corporate website that allows the user to

than on how their customers think.

reach and consume the desired information as quickly

They want to do their own homework, reach their own

No longer is it advisable or tolerable to send prospects

structures. Since more and more engagements come

but ready to pull the trigger.

Acquisition and retention are not separate siloes in the

In order for you to control the journey, the customer

search. Google is the road most traveled. Without it, your

portal. Many established firms have all but abandoned

must cross into the digital ecosystem through a single

satisfaction, such as digital product performance

Today’s user has gotten used to searching for

For a staggering 71 percent of B2B buyers, the

customer decision journey (CDJ) starts with a generic

digital solar system. This is where your customers,

as possible.

conclusions, and (perhaps) call you when they’re all

marketing, and customer service.

for retaining customers while increasing their

customer decision journey. Data, insights and a

Nine out of ten B2B buyers said that online content

a way that transcends the traditional functions of sales,

Your website is the sun at the center of your company’s

will remain digital, and 57 percent of the journey will be

cultures, and experiences to compete in this new digital

media, communications, and transaction processing in

technological tools, there are other critical elements

internal structure and existing market strategy, which

done before ever engaging your sales department.

marketplace. They are creating entire digital ecosystems

The Center of the Digital Universe

However, digital transformation shouldn’t be seen as

find what they want. From there, 67 percent of the CDJ

leveraging the latest technologies to build new processes,

the digital ecosystem. On top of all the available

people land on your site, 76 percent want it to be easy to

some degree. To that end, many old-line businesses

re-imagining every facet of their operations. They are

Share of Life™, yet it’s often deprioritized within

Relevancy and Interpreting Intent

website would be a billboard in the wilderness. Once

are actively engaged in digital transformation. They are

the decision journey on track.

same design and navigation system.

We are no longer going online. We are living online. Today, every company must think of itself as being digital to

throughout these different phases. Post-acquisition

what they want rather than using large drop-down menu

to one site and existing customers to another.

from mobile devices, clicking on hamburger menus and thumbing through pages has become less and

digital world. A powerful sales technique is to make

less desirable. Users want to type keywords and find

the prospect feel like they’ve already purchased from

information instantly. Otherwise, they move on to the

you. Show them what their experience will be like after

next site. However, gone are the days when search was

they’ve joined your happy family. Customers want to be

facilitated solely by keywords.

VERTIC.COM

Obtaining Simplicity with Sophisticated Technology

Our patience has simply gone down over time.

That’s why the best sites today combine artificial

page, which allows the user to start their journey

Prominently placing a search prompt on the home

intelligence (AI), natural language processing (NLP), and

on the website just like they would on Google,

machine learning (ML) to enhance findability and create

is just one example. A key to success is that the

a better user experience. These sites understand intent.

search functionality has higher intelligence built-in,

They present findings using storytelling to guide and

demonstrating a deeper understanding of intent that

empower users. They help them make better-informed

can interpret needs or pains better than Google. This

critical decisions faster and faster.

type of search further helps achieve individualization while delivering a unique content experience to a

In order to attain a successful value-adding online

market segment of one, rather than personalized

experience, we start by attaining zero degrees of

content to many.

separation between the customer and your brand. We analyze data and formulate insights on what

customers and other stakeholders need to hear from

In a Complex World, It Should Be Easier

the brand and company. This informs the content

demand and content strategy for the site. Using that

The content architecture should be transformed from

approach, we’ve created three paradigm shifts in

a linear experience into a circular one that keeps

relevant content in front of the user throughout the

website design:

decision journey. Amazon is the main driver behind this experience, setting expectations across B2C and B2B

n Simplicity: Build a humanistic and intuitive UX/UI

sites, where users are reaching their destinations in

around your brand’s content, accommodating the

fewer and fewer clicks.

customer decision journey and ensuring that the user constantly progresses through that journey.

Aligning the content architecture and the

n Findability: Implement an onsite search function that

implementation of functionalities has proven to

helps the user find information as quickly as possible

significantly reduce bounce rates and increase

using their own terminology. By not limiting them to a

conversion. Without this ability to find value-adding

keyword list, we are able to glean data about how they

information, products, and services.

In a complex world, the digital ecosystem should make

ness decision.

content through an intuitive UX, bounce rates will

think and what they need, helping draw them into zero

only increase, driving customers to other outlets for

degrees of separation from the brand.

n Usability: Create a content architecture that

accommodates a circular user flow where the user

it easier to do business with any company. Rethinking

never hits a dead end but is always presented with

relevant content and information that advances them is essential in designing an interface in which it’s

company? According to research from Demand-

platform. It dynamically tailors relevant experiences to

Gen, 71% of B2B buyers say that a company’s website

the needs of users, which is mission-critical for cor-

is the most influential touchpoint when making a busi-

porations to stay competitive, attract the best brains and serve impatient investors.

Consequently, every company, regardless of industry,

the potential to shorten sales cycles, increase conver-

the buzz was about engaging customers with shiny

When looking for a new product, 87% of shoppers

stage of the decision journey.

the corporate website has evolved into an intelligent

The corporate website is currently undergoing a sig-

sion and improve overall customer satisfaction at each

obvious where the user should begin their journey.

hat is your first touchpoint when evaluating a

the website strategy is mission-critical in an entirely

new post-digital environment. If done correctly, it has

to the next phase of their journey. UX / UI simplicity

Three Corporate Website Trends That Elevate Customer Experience

nificant transformation. Back at the turn of the century,

now has to think in terms of this digital experience.

content on social media, and very few marketers were

begin their search in digital channels, according to data

able to document any direct business impact. Today

in a Salesforce report. For those involved in the B2B

VERTIC.COM

Obtaining Simplicity with Sophisticated Technology

Our patience has simply gone down over time.

That’s why the best sites today combine artificial

page, which allows the user to start their journey

Prominently placing a search prompt on the home

intelligence (AI), natural language processing (NLP), and

on the website just like they would on Google,

machine learning (ML) to enhance findability and create

is just one example. A key to success is that the

a better user experience. These sites understand intent.

search functionality has higher intelligence built-in,

They present findings using storytelling to guide and

demonstrating a deeper understanding of intent that

empower users. They help them make better-informed

can interpret needs or pains better than Google. This

critical decisions faster and faster.

type of search further helps achieve individualization while delivering a unique content experience to a

In order to attain a successful value-adding online

market segment of one, rather than personalized

experience, we start by attaining zero degrees of

content to many.

separation between the customer and your brand. We analyze data and formulate insights on what

customers and other stakeholders need to hear from

In a Complex World, It Should Be Easier

the brand and company. This informs the content

demand and content strategy for the site. Using that

The content architecture should be transformed from

approach, we’ve created three paradigm shifts in

a linear experience into a circular one that keeps

relevant content in front of the user throughout the

website design:

decision journey. Amazon is the main driver behind this experience, setting expectations across B2C and B2B

n Simplicity: Build a humanistic and intuitive UX/UI

sites, where users are reaching their destinations in

around your brand’s content, accommodating the

fewer and fewer clicks.

customer decision journey and ensuring that the user constantly progresses through that journey.

Aligning the content architecture and the

n Findability: Implement an onsite search function that

implementation of functionalities has proven to

helps the user find information as quickly as possible

significantly reduce bounce rates and increase

using their own terminology. By not limiting them to a

conversion. Without this ability to find value-adding

keyword list, we are able to glean data about how they

information, products, and services.

In a complex world, the digital ecosystem should make

ness decision.

content through an intuitive UX, bounce rates will

think and what they need, helping draw them into zero

only increase, driving customers to other outlets for

degrees of separation from the brand.

n Usability: Create a content architecture that

accommodates a circular user flow where the user

it easier to do business with any company. Rethinking

never hits a dead end but is always presented with

relevant content and information that advances them is essential in designing an interface in which it’s

company? According to research from Demand-

platform. It dynamically tailors relevant experiences to

Gen, 71% of B2B buyers say that a company’s website

the needs of users, which is mission-critical for cor-

is the most influential touchpoint when making a busi-

porations to stay competitive, attract the best brains and serve impatient investors.

Consequently, every company, regardless of industry,

the potential to shorten sales cycles, increase conver-

the buzz was about engaging customers with shiny

When looking for a new product, 87% of shoppers

stage of the decision journey.

the corporate website has evolved into an intelligent

The corporate website is currently undergoing a sig-

sion and improve overall customer satisfaction at each

obvious where the user should begin their journey.

hat is your first touchpoint when evaluating a

the website strategy is mission-critical in an entirely

new post-digital environment. If done correctly, it has

to the next phase of their journey. UX / UI simplicity

Three Corporate Website Trends That Elevate Customer Experience

nificant transformation. Back at the turn of the century,

now has to think in terms of this digital experience.

content on social media, and very few marketers were

begin their search in digital channels, according to data

able to document any direct business impact. Today

in a Salesforce report. For those involved in the B2B

VERTIC.COM

Average Searches Conducted Prior to Engagement

They do this in two main ways. One, they embed an in-

1. Map The Customer Decision Journey

On average, B2B influencers do 12 searches prior to visiting a specific brand’s site

have to make sense of convoluted menus or navigation.

on your website. Explore their decision journey from a

telligent search functionality into the site, so users don’t

Gather user data and study your customers’ behavior

And two, they adopt a circular content architecture, so

need basis. Why are they visiting your website? What

customers never reach a dead end on the website. They

is their mission or objective? How are they discovering

can always keep clicking to access more relevant con-

and consuming content? Are they finding what they

tent that is aligned with their decision journey.

need?

2. Segment Of “One”

2. Make It Easy

based on traditional segmentation, featuring demo-

digital behavior, build your content architecture around

A decade ago, companies created customer personas

Once you have a deeper understanding of customers’

graphics such as age, location, gender, and income. But

their decision journey. Think of how you can apply

now, successful companies are focusing on individual-

Source: Think with Google

simplicity to the navigation of your site. Do you need to

ization, tailoring the digital experience for an audience

restructure your menus or search functionality? Would

of one.

buying process, 71% of researchers start with a gener-

than heavyweight global consumer brands. And the

ic search, as noted in a Google survey.

top five—Tata, Airbus, McKinsey, Goldman Sachs, and Accenture –aren’t necessarily household names. The

As consumers increasingly rely on search engines to

industry conclusions also offer interesting takeaways.

find what they need, the role of the corporate website

We saw strong performance from companies in the

also grows in importance. Search results often bring

media, business services, and apparel industries—sec-

customers deep within your website, and you want

tors that embraced digital transformation quickly. While

them to find useful and relevant information without

companies in the industrials, chemical, logistics, and

much effort. Your website is no longer just a brochure;

materials ranked below average.

it’s a platform that should provide value for your cusdigital ecosystem.

Three Characteristics Of Top-Performing Websites

In our current Global Corporate Website Index, Vertic

attributes that promote a meaningful user experience:

tomers and elevate your brand. It is the spine of your

Each of the most successful websites shares

evaluated 300 corporate websites in 21 industry sec-

develop a more intimate relationship with each individ-

3. Create Content That Resonates

creases in revenue by 5% to 15% and marketing-spend

pain points are, what interests them – to produce con-

ual. Companies leading in personalization drive in-

partner working with them to add value to their lives.

What insights could you share that are relevant to their

Top-performing companies are creating value-adding

career or industry? How could you help them solve an

experiences for their customers, fostering “entan-

ongoing challenge?

glement” by connecting with their audience beyond a simple transaction. Through their websites, these

Your website is one of the most significant invest-

resonate with customers’ interests and values. Instead

ing strategy. By leveraging insights from these global

companies are providing experiences and content that

ments you will make in your company’s digital market-

of trying to give information to customers, they are de-

tion they’re seeking.

company’s website. Start with these simple steps:

omy and syntax. Think of your company as a business

3. Entanglement

Three Takeaways To Use

top-performing websites, all are B2B companies rather

tent that speaks with them, leveraging their own taxon-

McKinsey survey.

with an abundance of options. Top-ranked companies

make it extremely simple for users to find the informa-

Use what you know about your customers – what their

efficiency by 10 to 30%, according to results from a

trends that span industries, location, and segments.

Some of the insights are unexpected. Among the five

easy for them to do business with you.

content consumed, products purchased, and so on – to

1. Simplicity

Today’s consumers are navigating a complex world

in a way that is intuitive for your customers? Make it

They track and analyze customer data – pages visited,

tors using three criteria – user experience, relevance,

and the use of technology – and uncovered three major

a chatbot help answer FAQs? Is the content organized

trends, you can design meaningful and memorable

signing experiences with them.

experiences with your customers. That’s why we’re

committed to continuing to update our website index and educate brands about improving their websites

Use the insights from this study to strengthen your

to keep pace with industry peers and other digital leaders.

VERTIC.COM

Average Searches Conducted Prior to Engagement

They do this in two main ways. One, they embed an in-

1. Map The Customer Decision Journey

On average, B2B influencers do 12 searches prior to visiting a specific brand’s site

have to make sense of convoluted menus or navigation.

on your website. Explore their decision journey from a

telligent search functionality into the site, so users don’t

Gather user data and study your customers’ behavior

And two, they adopt a circular content architecture, so

need basis. Why are they visiting your website? What

customers never reach a dead end on the website. They

is their mission or objective? How are they discovering

can always keep clicking to access more relevant con-

and consuming content? Are they finding what they

tent that is aligned with their decision journey.

need?

2. Segment Of “One”

2. Make It Easy

based on traditional segmentation, featuring demo-

digital behavior, build your content architecture around

A decade ago, companies created customer personas

Once you have a deeper understanding of customers’

graphics such as age, location, gender, and income. But

their decision journey. Think of how you can apply

now, successful companies are focusing on individual-

Source: Think with Google

simplicity to the navigation of your site. Do you need to

ization, tailoring the digital experience for an audience

restructure your menus or search functionality? Would

of one.

buying process, 71% of researchers start with a gener-

than heavyweight global consumer brands. And the

ic search, as noted in a Google survey.

top five—Tata, Airbus, McKinsey, Goldman Sachs, and Accenture –aren’t necessarily household names. The

As consumers increasingly rely on search engines to

industry conclusions also offer interesting takeaways.

find what they need, the role of the corporate website

We saw strong performance from companies in the

also grows in importance. Search results often bring

media, business services, and apparel industries—sec-

customers deep within your website, and you want

tors that embraced digital transformation quickly. While

them to find useful and relevant information without

companies in the industrials, chemical, logistics, and

much effort. Your website is no longer just a brochure;

materials ranked below average.

it’s a platform that should provide value for your cusdigital ecosystem.

Three Characteristics Of Top-Performing Websites

In our current Global Corporate Website Index, Vertic

attributes that promote a meaningful user experience:

tomers and elevate your brand. It is the spine of your

Each of the most successful websites shares

evaluated 300 corporate websites in 21 industry sec-

develop a more intimate relationship with each individ-

3. Create Content That Resonates

creases in revenue by 5% to 15% and marketing-spend

pain points are, what interests them – to produce con-

ual. Companies leading in personalization drive in-

partner working with them to add value to their lives.

What insights could you share that are relevant to their

Top-performing companies are creating value-adding

career or industry? How could you help them solve an

experiences for their customers, fostering “entan-

ongoing challenge?

glement” by connecting with their audience beyond a simple transaction. Through their websites, these

Your website is one of the most significant invest-

resonate with customers’ interests and values. Instead

ing strategy. By leveraging insights from these global

companies are providing experiences and content that

ments you will make in your company’s digital market-

of trying to give information to customers, they are de-

tion they’re seeking.

company’s website. Start with these simple steps:

omy and syntax. Think of your company as a business

3. Entanglement

Three Takeaways To Use

top-performing websites, all are B2B companies rather

tent that speaks with them, leveraging their own taxon-

McKinsey survey.

with an abundance of options. Top-ranked companies

make it extremely simple for users to find the informa-

Use what you know about your customers – what their

efficiency by 10 to 30%, according to results from a

trends that span industries, location, and segments.

Some of the insights are unexpected. Among the five

easy for them to do business with you.

content consumed, products purchased, and so on – to

1. Simplicity

Today’s consumers are navigating a complex world

in a way that is intuitive for your customers? Make it

They track and analyze customer data – pages visited,

tors using three criteria – user experience, relevance,

and the use of technology – and uncovered three major

a chatbot help answer FAQs? Is the content organized

trends, you can design meaningful and memorable

signing experiences with them.

experiences with your customers. That’s why we’re

committed to continuing to update our website index and educate brands about improving their websites

Use the insights from this study to strengthen your

to keep pace with industry peers and other digital leaders.

VERTIC.COM

and increasingly has become a dynamic sales and communication tool rather than a classic static information hub.

With this in mind, below are 5 key areas for brands

to consider when thinking of launching a new digital experience in 2021.

The world is digital-first — so is your brand

Often, when a company is redesigning their .com, it is part of a larger rebrand or repositioning

of the brand. Rebranding efforts have traditionally

focused on new messaging, logo treatments, primary colors, graphical elements and how it all applies to

traditional mediums e.g., posters, presentations, out of home, printed letterheads, business cards and eventually, the web.

The reality is that we no longer go online, but live online, and brands today are created through

meaningful digital interactions. As the majority of

here are many important things to consider when

designing a .com in 2021, features like using AI for

over a decade. We have created what are now consid-

As technology platforms and aesthetic styles evolve,

experiences for large, global enterprise companies like,

become a standard in 2021. In many ways, 2020

ered digital trends for best-in-class websites and digital

intuitive site search, contextual navigation, integrations of e-commerce, modularity etc. Today, many of these

GE, SAP, Merck, CSL, NOV, and Dropbox. Designing a

features are standard on any new .com. At Vertic, we

successful .com experience requires more depth and

have built modern .com’s for Fortune 500 companies for

intricacies than the mere traditional user interface.

a brand’s customer interactions will be through a

screen, redesigns and rebranding efforts will need

so do .com’s. What was a digital trend in 2020 will

to invert the order and begin with focusing on how

the brand comes to life on a digital screen. The brand

was the most digitally disruptive year; the pandemic

must be distinct and recognizable on a multitude

accelerated digital transformation and cemented a

of screen sizes and digital platforms. It has to be

digital-first world. The .com is the center of a brand

easy to find a myriad of brand icons on your phone

VERTIC.COM

and increasingly has become a dynamic sales and communication tool rather than a classic static information hub.

With this in mind, below are 5 key areas for brands

to consider when thinking of launching a new digital experience in 2021.

The world is digital-first — so is your brand

Often, when a company is redesigning their .com, it is part of a larger rebrand or repositioning

of the brand. Rebranding efforts have traditionally

focused on new messaging, logo treatments, primary colors, graphical elements and how it all applies to

traditional mediums e.g., posters, presentations, out of home, printed letterheads, business cards and eventually, the web.

The reality is that we no longer go online, but live online, and brands today are created through

meaningful digital interactions. As the majority of

here are many important things to consider when

designing a .com in 2021, features like using AI for

over a decade. We have created what are now consid-

As technology platforms and aesthetic styles evolve,

experiences for large, global enterprise companies like,

become a standard in 2021. In many ways, 2020

ered digital trends for best-in-class websites and digital

intuitive site search, contextual navigation, integrations of e-commerce, modularity etc. Today, many of these

GE, SAP, Merck, CSL, NOV, and Dropbox. Designing a

features are standard on any new .com. At Vertic, we

successful .com experience requires more depth and

have built modern .com’s for Fortune 500 companies for

intricacies than the mere traditional user interface.

a brand’s customer interactions will be through a

screen, redesigns and rebranding efforts will need

so do .com’s. What was a digital trend in 2020 will

to invert the order and begin with focusing on how

the brand comes to life on a digital screen. The brand

was the most digitally disruptive year; the pandemic

must be distinct and recognizable on a multitude

accelerated digital transformation and cemented a

of screen sizes and digital platforms. It has to be

digital-first world. The .com is the center of a brand

easy to find a myriad of brand icons on your phone

VERTIC.COM

home screen, in search results, news media etc. With

we were launching one-off sites that visually mutate

is easily shared and can be collaborated on across

takes this into consideration to ensure the user can

and ways to showcase brand characteristics and

too inefficient, cumbersome and costly to maintain

in realtime, ensures extreme efficiency and brand

this stream of content. We will will start seeing sites

screens and various devices, we have more options

and quickly grow old in terms of features, is over. It is

nuances such as through animations, video, and visual

as more digital properties are added to a company’s

effects. Translating a digital brand to offline channels

digital portfolio.

and assets are considerably easier than the reverse i.e., translating an offline brand to the vast digital

In 2021, it is no longer acceptable to have a multitude

brand, you must start with digital.

slightly different variances of a brand and respective

ecosystem. So if you are going to reimagine your

of sites, sub-sites, products and apps that all have

designs, based on when they were launched, on

Design systems: build smarter, increase

which platform and by which team. With the rise of

efficiency and save money

digital design tools like Figma, Sketch, Adobe XD,

With more and more digital content and

etc. it has become increasingly easier for brands to

services being built by brands around the world and

create simplicity across their digital design systems

the increasing nature of the teams working distributed,

that can be easily modified on a master level, applying

remotely and designing this content, we will see a

changes instantaneously across wireframes, design

larger focus on robust design systems. The time when

and frontend code. Building one design system that

all multitude of creative and implementation teams

always find their way and navigate seamlessly within

consistency.

As new features are being added into the design

system, it becomes readily available to all teams,

thus limiting duplicate efforts across your

organization, streamlining

operational efficiencies and

that function more like rich media and / or publishing

sites e.g., YouTube, Netflix

85% of businesses used video as a marketing tool, up from 61% in 2016. Source: Wyzowl

can customize the visual

layout of the site to better

fit their online preferences. YouTube has multiple

players to select from

and lets the user switch

between a light or a dark

accelerating time to market.

theme. Other sites allow

users to choose whether

Design for personalization & customization

they want the navigation displayed at the top or bottom

personalized or customized experiences with

By now it’s well established that customers like

of the page.

more accurate and relevant content based on the

Design for simplicity, accessibility and speed

user’s preferences. This converts more prospects into

As we spend more and more time online,

customers.

users’ patience with digital experiences are

decreasing, and the mandate for speed and instant

In 2021 we will see more articles and videos being

gratification is rapidly increasing. A site should be

produced by brands. This means we will see a natural

simple, modern and aesthetically pleasing to look at,

need for better segmentation and filtration of this

easy to scan through and quick to load. This has been

content. As it will be easy to discover and consume rich

an important factor in UX and SEO for years, and will

media and video content, so the design will also need

become even more critical in 2021 as the amount

to have a high degree of usability combined with the

of digital competition and content is increasing. A

conventions that end users are used to having.

modern minimalistic design is not only aesthetically

pleasing to look at, but the layout and site architecture

The power of experience platforms like Episerver,

also helps on load speeds and subsequently helps

Adobe AEM and Sitecore combined with intelligent

pages ranks on search engines. Striking the right

content experimentation and personalization services

balance between a simple SEO optimized design and

like Optimizely and Demandbase will ensure the right

having enough visual brand DNA present within your

content gets in front of the user at the right time

site is key to an impactful .com.

and place, and optimized according to how the user

engages with content. These experiences will be highly

Modern minimalistic design that utilizes simple layouts

dynamic, everchanging and it is critical that the design

and CNN where the user

and site architecture is not only aesthetically pleasing, but

VERTIC.COM

home screen, in search results, news media etc. With

we were launching one-off sites that visually mutate

is easily shared and can be collaborated on across

takes this into consideration to ensure the user can

and ways to showcase brand characteristics and

too inefficient, cumbersome and costly to maintain

in realtime, ensures extreme efficiency and brand

this stream of content. We will will start seeing sites

screens and various devices, we have more options

and quickly grow old in terms of features, is over. It is

nuances such as through animations, video, and visual

as more digital properties are added to a company’s

effects. Translating a digital brand to offline channels

digital portfolio.

and assets are considerably easier than the reverse i.e., translating an offline brand to the vast digital

In 2021, it is no longer acceptable to have a multitude

brand, you must start with digital.

slightly different variances of a brand and respective

ecosystem. So if you are going to reimagine your

of sites, sub-sites, products and apps that all have

designs, based on when they were launched, on

Design systems: build smarter, increase

which platform and by which team. With the rise of

efficiency and save money

digital design tools like Figma, Sketch, Adobe XD,

With more and more digital content and

etc. it has become increasingly easier for brands to

services being built by brands around the world and

create simplicity across their digital design systems

the increasing nature of the teams working distributed,

that can be easily modified on a master level, applying

remotely and designing this content, we will see a

changes instantaneously across wireframes, design

larger focus on robust design systems. The time when

and frontend code. Building one design system that

all multitude of creative and implementation teams

always find their way and navigate seamlessly within

consistency.

As new features are being added into the design

system, it becomes readily available to all teams,

thus limiting duplicate efforts across your

organization, streamlining

operational efficiencies and

that function more like rich media and / or publishing

sites e.g., YouTube, Netflix

85% of businesses used video as a marketing tool, up from 61% in 2016. Source: Wyzowl

can customize the visual

layout of the site to better

fit their online preferences. YouTube has multiple

players to select from

and lets the user switch

between a light or a dark

accelerating time to market.

theme. Other sites allow

users to choose whether

Design for personalization & customization

they want the navigation displayed at the top or bottom

personalized or customized experiences with

By now it’s well established that customers like

of the page.

more accurate and relevant content based on the

Design for simplicity, accessibility and speed

user’s preferences. This converts more prospects into

As we spend more and more time online,

customers.

users’ patience with digital experiences are

decreasing, and the mandate for speed and instant

In 2021 we will see more articles and videos being

gratification is rapidly increasing. A site should be

produced by brands. This means we will see a natural

simple, modern and aesthetically pleasing to look at,

need for better segmentation and filtration of this

easy to scan through and quick to load. This has been

content. As it will be easy to discover and consume rich

an important factor in UX and SEO for years, and will

media and video content, so the design will also need

become even more critical in 2021 as the amount

to have a high degree of usability combined with the

of digital competition and content is increasing. A

conventions that end users are used to having.

modern minimalistic design is not only aesthetically

pleasing to look at, but the layout and site architecture

The power of experience platforms like Episerver,

also helps on load speeds and subsequently helps

Adobe AEM and Sitecore combined with intelligent

pages ranks on search engines. Striking the right

content experimentation and personalization services

balance between a simple SEO optimized design and

like Optimizely and Demandbase will ensure the right

having enough visual brand DNA present within your

content gets in front of the user at the right time

site is key to an impactful .com.

and place, and optimized according to how the user

engages with content. These experiences will be highly

Modern minimalistic design that utilizes simple layouts

dynamic, everchanging and it is critical that the design

and CNN where the user

and site architecture is not only aesthetically pleasing, but

VERTIC.COM

POINT OF VIEW

also helps with the load speeds,

Transformation: Corporate Brand & .COM in Healthcare

which subsequently helps how pages rank on search engines.

A clean and simple design will

also help make your site more inclusive and meet the WCAG

2.0 guidelines on accessibility, which by now is a legal

requirement, removing the need to create and maintain separate high contrast and accessible versions of your sites.

Design for video

Video consumption has

Example of the new Dropbox Experience Platform found at experience.dropbox.com

been trending positively

for years, and the pandemic likely accelerated its

step for many brands, promoting key company

home and glued to their screens. Video is by far the

teams. Especially as the world is getting used to

growth with many professionals and consumers at

the time saving and cost-cutting effects of working

2020.

exclusively linked to Output (i.e. number of

events, news and for those in marketing and events

most accessible, consumable, and shareable format. And with the improvements and ease of use of video

distributed, remotely and ensuring business within

editors, content video subscription services like

ArtGrid and ArtList, it has never been easier to create high-quality video content.

A hopeful 2021

A great example of the increased focus on video

have we seen the competition online more fierce, but

The digital acceleration will continue in 2021, never

content is Dropbox. They recently launched a

we have also never had so many tools and possibilities.

dedicated digital experience platform (experience.

As UX and Visual designers are crafting new impactful

dropbox.com) aggregating most of their B2B focused content, including high quality, rich media assets

including interviews and features, along with webinars, case study and event videos. These are grouped by

themes based on” what is currently top of mind in the B2B community.

companies. With remuneration almost

drugs prescribed to patient) and a steady flow of new superior drugs from pharma

R&D, the role of the corporate brand has been dwarfed by product brands in the pharmaceutical industry.

between aesthetics, usability, and accessibility. At the

same time, we must ensure sites are easy” to maintain and fast to update for the teams running them. They

However, the pharmaceutical companies’

need to be flexible enough to add new features as they

value proposition is slowly, but surely,

diversifying as the digital & industry trans-

This will make the investment worthwhile and create operational excellence for the brands.

the undisputed brand heroes in Healthcare

Profusion & Diversification of healthcare value propositions

with your brand as your company grows and adapts.

videos and stream live events will be a natural next

leading the pack, have always been

.com experiences, it is key to strike the perfect balance

become relevant thus capable of scaling and changing

Being able to produce and present high-quality

roduct Brands, with Blockbuster brands

formation gains speed. New propositions

such as digital therapeutics, direct patient

support, impact validation for value pricing,

corresponding HCP service renderings (e.g.

VERTIC.COM

POINT OF VIEW

also helps with the load speeds,

Transformation: Corporate Brand & .COM in Healthcare

which subsequently helps how pages rank on search engines.

A clean and simple design will

also help make your site more inclusive and meet the WCAG

2.0 guidelines on accessibility, which by now is a legal

requirement, removing the need to create and maintain separate high contrast and accessible versions of your sites.

Design for video

Video consumption has

Example of the new Dropbox Experience Platform found at experience.dropbox.com

been trending positively

for years, and the pandemic likely accelerated its

step for many brands, promoting key company

home and glued to their screens. Video is by far the

teams. Especially as the world is getting used to

growth with many professionals and consumers at

the time saving and cost-cutting effects of working

2020.

exclusively linked to Output (i.e. number of

events, news and for those in marketing and events

most accessible, consumable, and shareable format. And with the improvements and ease of use of video

distributed, remotely and ensuring business within

editors, content video subscription services like

ArtGrid and ArtList, it has never been easier to create high-quality video content.

A hopeful 2021

A great example of the increased focus on video

have we seen the competition online more fierce, but

The digital acceleration will continue in 2021, never

content is Dropbox. They recently launched a

we have also never had so many tools and possibilities.

dedicated digital experience platform (experience.

As UX and Visual designers are crafting new impactful

dropbox.com) aggregating most of their B2B focused content, including high quality, rich media assets

including interviews and features, along with webinars, case study and event videos. These are grouped by

themes based on” what is currently top of mind in the B2B community.

companies. With remuneration almost

drugs prescribed to patient) and a steady flow of new superior drugs from pharma

R&D, the role of the corporate brand has been dwarfed by product brands in the pharmaceutical industry.

between aesthetics, usability, and accessibility. At the

same time, we must ensure sites are easy” to maintain and fast to update for the teams running them. They

However, the pharmaceutical companies’

need to be flexible enough to add new features as they

value proposition is slowly, but surely,

diversifying as the digital & industry trans-

This will make the investment worthwhile and create operational excellence for the brands.

the undisputed brand heroes in Healthcare

Profusion & Diversification of healthcare value propositions

with your brand as your company grows and adapts.

videos and stream live events will be a natural next

leading the pack, have always been

.com experiences, it is key to strike the perfect balance

become relevant thus capable of scaling and changing

Being able to produce and present high-quality

roduct Brands, with Blockbuster brands

formation gains speed. New propositions

such as digital therapeutics, direct patient

support, impact validation for value pricing,

corresponding HCP service renderings (e.g.

VERTIC.COM

diagnostic tools), frameworks for (data) collaboration

with payers, providers, patients and pharma companies

Building a data profile step by step across the primary data categories Data

are all, at their core, not product-specific.

BROWSER INFO

DATE & TIME

IP ADDRESS

REFERRER URL

DATA FROM DMP

VISIT / COOKIE FROM PREVIOUS VISIT

Device

Browsing context

Geographic location

Place the visitor linked from

Demographics

Content consumption data

• Gender

• Depth of interest

• Mobile - Practical reference-based info - Simple articles - Videos • Desktop - Practical reference-based info - Simple articles - Videos - Research & studies - Product information - Webinars

• Work - Reference - Specific Research • Personal time - Careers - General Research • Public holiday - Careers - General Research

• Language

• Locally relevant content - Initiatives - Events - Regulations - Product launches – label changes

• Information needs / interests

• Age

• Location

• Older browsers = corporate environments

Share of Life value model. These new and diverse

• Information needs / interests

value propositions require an umbrella brand to instill trust and build affinity with their target audiences. The corporate brand is a natural choice as such umbrella brand.

• Phrasing

Profile

• Interests

• Sites visited

Known User Data

Do you live in the city, in the countryside or just online?

• Sales data

In a time where we spend as much time online as

• Name

offline, the corporate website gradually ascends to

• Interactions data - Conference attendance - Sale rep meetings -C ontent consumed beyond site

•C ontent specifically related to company

• Newest browsers = individuals

transactional and product-centric value model to a

• Keywords

•C ontent relevant to company function

Age of browser

proliferate as healthcare companies evolve from a

Search terms entered

• Industry

Company / Educational Institution (using tools to map IP addresses to firms)

Such value propositions continue to develop and

become a primary entry point across healthcare

stakeholders. And it has challenging tasks at hand.

The rising complexity of the Healthcare company is

ISP (Private connection or small organization)

often and increasingly mirrored in the existence of

• Content aimed at individuals - Careers - Investors Availability

Profile Outcomes

Full Interests

Full Company

Demographics

an array of websites owned by the enterprise repre-

senting the different business areas and related value propositions. .COM is to triage users to the relevant Full / None

Medium Current Needs

Owned Asset and content element based on the understanding of the User Profile.

Low

Role

Interests

Location

Interests

Technical Level

Interests

Demographics

Depth of Interest

no longer reflect the internal structure of the organi-

Industry

CRM / Sales Data

but tend towards a user-centric navigation.

From Inside-Out to OutsideIn Informational Architecture To efficiently triage users, the main navigation will

zation, such as product groups or functional areas,

First, Personalization is a given. Users land on the

Profile Completeness

corporate website with a plethora of data points indi-

cating their interests. Accordingly, we can personalize our content offering and navigation on the .COM. In

VERTIC.COM

diagnostic tools), frameworks for (data) collaboration

with payers, providers, patients and pharma companies

Building a data profile step by step across the primary data categories Data

are all, at their core, not product-specific.

BROWSER INFO

DATE & TIME

IP ADDRESS

REFERRER URL

DATA FROM DMP

VISIT / COOKIE FROM PREVIOUS VISIT

Device

Browsing context

Geographic location

Place the visitor linked from

Demographics

Content consumption data

• Gender

• Depth of interest

• Mobile - Practical reference-based info - Simple articles - Videos • Desktop - Practical reference-based info - Simple articles - Videos - Research & studies - Product information - Webinars

• Work - Reference - Specific Research • Personal time - Careers - General Research • Public holiday - Careers - General Research

• Language

• Locally relevant content - Initiatives - Events - Regulations - Product launches – label changes

• Information needs / interests

• Age

• Location

• Older browsers = corporate environments

Share of Life value model. These new and diverse

• Information needs / interests

value propositions require an umbrella brand to instill trust and build affinity with their target audiences. The corporate brand is a natural choice as such umbrella brand.

• Phrasing

Profile

• Interests

• Sites visited

Known User Data

Do you live in the city, in the countryside or just online?

• Sales data

In a time where we spend as much time online as

• Name

offline, the corporate website gradually ascends to

• Interactions data - Conference attendance - Sale rep meetings -C ontent consumed beyond site

•C ontent specifically related to company

• Newest browsers = individuals

transactional and product-centric value model to a

• Keywords

•C ontent relevant to company function

Age of browser

proliferate as healthcare companies evolve from a

Search terms entered

• Industry

Company / Educational Institution (using tools to map IP addresses to firms)

Such value propositions continue to develop and

become a primary entry point across healthcare

stakeholders. And it has challenging tasks at hand.

The rising complexity of the Healthcare company is

ISP (Private connection or small organization)

often and increasingly mirrored in the existence of

• Content aimed at individuals - Careers - Investors Availability

Profile Outcomes

Full Interests

Full Company

Demographics

an array of websites owned by the enterprise repre-

senting the different business areas and related value propositions. .COM is to triage users to the relevant Full / None

Medium Current Needs

Owned Asset and content element based on the understanding of the User Profile.

Low

Role

Interests

Location

Interests

Technical Level

Interests

Demographics

Depth of Interest

no longer reflect the internal structure of the organi-

Industry

CRM / Sales Data

but tend towards a user-centric navigation.

From Inside-Out to OutsideIn Informational Architecture To efficiently triage users, the main navigation will

zation, such as product groups or functional areas,

First, Personalization is a given. Users land on the

Profile Completeness

corporate website with a plethora of data points indi-

cating their interests. Accordingly, we can personalize our content offering and navigation on the .COM. In

VERTIC.COM

cus on indexation of all company websites integrated with .COM

HCP Portal

HCP Nonbranded Sites

search enriched by AI and Machine Learning is an inescapable hall-

Brand Sites

mark of the future healthcare cor-

HCP Websites

porate website. GE.COM is a great example of a best-in-class search

Medical Education Patient Support

implementation. Event Activiation Investigator Site

Press/ Jobs/ Investor

Diverse Awareness Site

DTC Brand Sites

Patient Info Leafelt

Mads Krogh Petersen came together

Journey. At the current point in

time, significant cannibalization

with a shared belief; through digital

and replication of content takes

Diverse Stakeholder Websites

Payer Insurer

In 2002, Sebastian Jespersen and

Third, alignment with the Decision

.COM

Patient & Caregiver Websites

Vertic founded by Sebastian Jespersen and Mads Krogh Petersen

Payer Pharmacy Benefits Rx E-commerce

transformation, any firm could form a

place across the different web-

sites owned by healthcare compa-

ny. This is both cost inefficient and slows the rate and speed at which users complete the relevant decision journeys. Going forward on-

Sebastian Jespersen

CEO and Founder of Vertic Connect on LinkedIn

going content audit, clear division An example of the ecosystem of Owned Website within a typical pharmaceutical website

of labor in terms of the decision

system is a minimum standard.

cookies. Using such data is one step towards achieving

currently with Corporate Communication. There is

include browser info, IP, referrer URL, DMP and visit

a long way from press releases, investor news, and

healthcare business model of the future.

annual reports to becoming a spearhead of commer-

cial communication. Corporate Communication, like all

Second, user centric design requires a complete

other functions in the healthcare company, surely face

revamp of Search on the corporate website. Most cur-

an exciting and challenging future with the potential to

rent .COMs ignore the fact that you and I are Googlified

assume an even more potent role in the digital transfor-

in how we seek for content in all spheres of life. Fo-

mation of the industry.

destined to be gaining Share of Life™ with

underpins the agency’s differentiation of seeing creativity and technology

as mediums through which business

The ownership of the corporate brand and .COM is

Zero Degrees of Separation, which is a requirement for

dominant marketing trend of our time was

background in management consultancy

across the different website eco-

a pre-authenticated mode, overall data categories

customers than possible before. The

end users in cyberspace. The founders’

journey and consistent tracking

A new role for Corporate Communication?

deeper and broader connection with

Mads Krogh Petersen

President and Co-Founder of Vertic Connect on LinkedIn

objectives are achieved – rather than the focus of our work. Contact Us Hello@Vertic.com

VERTIC.COM

cus on indexation of all company websites integrated with .COM

HCP Portal

HCP Nonbranded Sites

search enriched by AI and Machine Learning is an inescapable hall-

Brand Sites

mark of the future healthcare cor-

HCP Websites

porate website. GE.COM is a great example of a best-in-class search

Medical Education Patient Support

implementation. Event Activiation Investigator Site

Press/ Jobs/ Investor

Diverse Awareness Site

DTC Brand Sites

Patient Info Leafelt

Mads Krogh Petersen came together

Journey. At the current point in

time, significant cannibalization

with a shared belief; through digital

and replication of content takes

Diverse Stakeholder Websites

Payer Insurer

In 2002, Sebastian Jespersen and

Third, alignment with the Decision

.COM

Patient & Caregiver Websites

Vertic founded by Sebastian Jespersen and Mads Krogh Petersen

Payer Pharmacy Benefits Rx E-commerce

transformation, any firm could form a

place across the different web-

sites owned by healthcare compa-

ny. This is both cost inefficient and slows the rate and speed at which users complete the relevant decision journeys. Going forward on-

Sebastian Jespersen

CEO and Founder of Vertic Connect on LinkedIn

going content audit, clear division An example of the ecosystem of Owned Website within a typical pharmaceutical website

of labor in terms of the decision

system is a minimum standard.

cookies. Using such data is one step towards achieving

currently with Corporate Communication. There is

include browser info, IP, referrer URL, DMP and visit

a long way from press releases, investor news, and

healthcare business model of the future.

annual reports to becoming a spearhead of commer-

cial communication. Corporate Communication, like all

Second, user centric design requires a complete

other functions in the healthcare company, surely face

revamp of Search on the corporate website. Most cur-

an exciting and challenging future with the potential to

rent .COMs ignore the fact that you and I are Googlified

assume an even more potent role in the digital transfor-

in how we seek for content in all spheres of life. Fo-

mation of the industry.

destined to be gaining Share of Life™ with

underpins the agency’s differentiation of seeing creativity and technology

as mediums through which business

The ownership of the corporate brand and .COM is

Zero Degrees of Separation, which is a requirement for

dominant marketing trend of our time was

background in management consultancy

across the different website eco-

a pre-authenticated mode, overall data categories

customers than possible before. The

end users in cyberspace. The founders’

journey and consistent tracking

A new role for Corporate Communication?

deeper and broader connection with

Mads Krogh Petersen

President and Co-Founder of Vertic Connect on LinkedIn

objectives are achieved – rather than the focus of our work. Contact Us Hello@Vertic.com

VERTIC.COM

The Share of Life® Agency

NEW YORK / COPENHAGEN / SINGAPORE

180 Varick St. Suite 1518 / NEW YORK / NY 10014 Ryesgade 3A / 2200 Copenhagen N / Denmark http://www.vertic.com