AZoNetwork Media Kit 2022 Download Now

Why we redesigned the AZoNetwork website

blog banner image

We launched the AZoNetwork site in 2007 to tie together our expanding portfolio of sites, products, and services. The Marketing Science Webinars, Podcast, and Blog all followed, with content created by our scientific marketing specialists aiming to support and inspire our community of digital marketing professionals working in the scientific, engineering, and healthcare spaces.

With so many new areas, products, and aims created for the website, it’s easy to forget the critical points of any website:

  • Communicating a brand message
  • Reflecting the aim of the website
  • Providing a great user experience

So, how did we work to improve the AZoNetwork website to ensure we met our objectives?

Communicate our brand message better

Brand messaging helps to communicate your business's who, what, when, where, and why. If a prospective customer can’t work out who you are and what you do from the homepage, you will lose them immediately.

After much discussion on the AZoNetwork brand message, including a company-wide survey, we needed to find a way to get that message across in just a few sentences. The wording needs to grab the user's attention and for that user to know who we are.

homepage screenshot

The approach here was to consider the features of AZoNetwork and the benefits. Both features and benefits have a place in your product messaging. If we think about a traditional marketing funnel, then in the awareness stage, we might be running an ad, and leading with a benefit will more likely lead to the type of impact we are looking for (impressions, CTR, etc.).

As a customer moves down the funnel, they are likely to be more aware of the benefits of your product and will now want to understand how the features solve their problems. They will also want to compare the features against your competitors.

We wanted to make the features and benefits of AZoNetwork clear and concise on the homepage, which led to the new tagline: reach new audiences, generate better leads. The feature is our large audience, and the benefit to the user is better leads!

We took this approach throughout the homepage, highlighting who AZoNetwork is, what we do, and why we do it to ensure that our strong brand message is communicated effectively.

Improving User Experience

The website has multiple aims, from assisting sales to providing resources for marketing professionals in the science, engineering, and healthcare sectors. The AZoNetwork site needed to guide users to the right place.

The aim of any website needs to tie into its content strategy; three key points to consider are:

  • Can your customers easily find your content?
  • Does your content incorporate calls to action?
  • Can search engines find and index your content?

Our marketing team has several strings to the #MarketingScience bow, with a blog, webinar series, and podcast consistently updated with the most relevant content for our audience.

This inspired the new ‘Learning Hub’.

A clear menu option for marketing professionals to locate our blog, webinars, podcasts, downloadable eBooks, view upcoming and past events, and access the AZoNetwork content calendar.

The content calendar is an interactive calendar where you can view upcoming AZoNetwork newsletter editions, events, trade shows in the scientific community, and world days to note for your social media and content efforts.

learning hub menu

So for customers and search engines, the learning hub is a clear place to locate the content we create to provide marketing professionals with as many resources as possible.

The next point is the calls to action, which, when creating a blog, may have been added with an upcoming trade show or webinar in mind. These links become outdated quickly. We have made a conscious effort to revisit our content to update sign-up links to on-demand content, digital marketing reviews at trade shows to take you to upcoming events, and so on.

Simple things like this can be the difference between a starting conversation with somebody and missing an opportunity.

Ask about digital marketing

Posted by Rebecca Turpin

Manchester born Rebecca has a first class B.A.(Hons) in Photography from the University of Plymouth. Rebecca began her career in 2017 working as a sales and marketing assistant for a healthcare company before moving in to an agency position in 2018. She spent two years running a small agency in Salford until 2021, gaining marketing skills and invaluable experience working with clients before coming to AZoNetwork. Outside of marketing, Rebecca loves anything outdoors, the theatre and any creative activity that lets her be covered in paint.

Related Posts:

Send us an Email

If you’d like to know more, request information on pricing or provide us with feedback, we’d like to hear from you.

×

Receive Scientific Content Marketing Updates

Subscribe to the Marketing Science blog and never miss an update! (We will only ever use your email for Marketing Science updates)

The Terms agreement box above must be checked before this can be submitted.

Your privacy (see our Privacy Policy for full details)

  • AZoNetwork will process the personal data you provide together with any other information we receive from or about you for administration, market research, profiling, and relationship building based on our legitimate interests (or those of our suppliers) to do so to educate and encourage innovation in science. We may retain it for 5 years after your last interaction on secure servers in the United States of America using a trusted service provider.
  • With your consent, AZoNetwork, our Suppliers, or those legal entities that are Subsidiaries or Direct Affiliates of the Supplier(s), will send you information you request by email or tailored on-screen messages.
  • We will not sell your personal data but may share it with relevant suppliers, or those legal entities that are Subsidiaries or Direct Affiliates of the supplier(s) (some of which are in other regions of the world), to enable us and them to provide quotations, content updates and related products and services if you have requested these and to verify any industry sector statistics we provide to them. You can view our Supplier Directory by clicking here.
  • You have the right to access your personal data and, in some cases, to require us to restrict, erase or rectify it or to object to our processing it and the right of data portability. Concerns or complaints can be made to info@azonetwork.com or the UK Information Commissioner’s Office.