We keep repeating it throughout the blog: today, building a website is easy. What is less easy is knowing what to put in it in order to generate business, rather than simply flattering the ego of the company’s communications manager.
As a reminder, the safest methodology for achieving this goal is to properly prepare the marketing thinking beforehand:
- Segmentation
- Targeting
- Positioning
To see an example, you can consult the Eureos case study on quote requests in industry.
The case of scientific services
In the case of a company that sells scientific services, the task is extremely complex: to the intangibility inherent in service activities is added hyper-specialization.
As such, it is important that the company in charge of developing the website and the associated marketing study is able to understand the client’s language.
Rich but effective texts
This is why Eureos was selected by PhinC, a specialist in pharmacometrics, to handle its Web communication. A large part of the work consisted of writing rich texts while preserving their scientific content, while also making them easy to read and attractive.
Illustrations that make sense
On the other hand, the emphasis was placed on meaningful illustrations that allow the benefit of the company’s services to be quickly understood.
This is the case, for example, with the drug development page. Here, even a novice immediately perceives the benefit of PhinC’s services: enabling the safest and fastest way to be found for developing medicines.
The keys to success
To succeed with a web project in this type of business, two conditions must be met:
- The client must be open enough to accept the contribution of web marketing specialists, which sometimes goes against the writing and behavioral habits of scientists.
- Web professionals (designers and copywriters) must make the effort to understand the client’s business in depth.
