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INSIGHTS

Enterprise websites: design around the next useful customer action

Enterprise websites: design around the next useful customer action

Business area: Enterprise Websites & Digital Platforms

List the questions a potential customer needs answered before making contact: what the company does, who it serves, how a project starts and what information to prepare. Give each question a clear location and use actual service scope instead of broad slogans.

Design the enquiry journey as part of the website. Decide what information is essential, what confirmation the visitor receives and which team handles the submission. Test both successful submission and failure recovery on a phone.

Before launch, assign an owner to each key page and record a review date. Check that contact details, language versions and service links agree. Track useful enquiries and response time alongside traffic so the site can be improved around business outcomes.