A website works best if people feel personally addressed.
Insights: When visitors come to your website, they want to have the idea that you have exactly what they where looking for. They must get the feeling that everything is made to tailor their very needs. But they want to know who is behind this content as well. People do business with people because there is trust, something that is often overlooked when promoting your company in B2B marketing.
Using the insights: You cannot become content leader through content alone. You need to inspire trust and that is best done through being available and visible. The new portal should revolve around the people working for Stahl and the knowledge and stories they have to share. They are the real driving force behind the strategy. By showing the faces and contact details on most of the topics, stories and segments of the website you get to know a bit more about the people behind these inspiring stories. Creating a connection or contact moment was never made easier. And by measuring the way users navigate through the content and when and on what pages people make this connection, we can optimise the website and cross reference it with offline insights and data. This way we are constantly improving the conversion as well as improving Stahl’s reputation as an inspiring thought leader.