The Microsoft Partner website is the most frequent information point of contact with reseller staff who deliver over 500 million pounds in profit for Microsoft UK. Our marketing objective was to attain high ‘advocacy for Microsoft’ scores from this audience. The website needed support as confidence levels in its accuracy and relevance were unacceptably low.

We worked out detailed common user goals for the site to achieve positive customer perception quickly. Content had to earn a place on the site depending on relevance to user goals. Our strategy refocused the navigation around user priorities, set standards for easily understood copy, and eliminated duplication and dead ends.

Testing prototypes with the audience helped refine usability. All content was rewritten with no jargon, using tone and style reflecting a considerate and relevant business partner attitude. The new site added valuable functionality (e.g. campaign collateral could be ordered immediately and automatically.)Microsoft’s Quarterly Site Survey Study (of all UK websites) showed a dramatic increase in advocacy scores post launch. The site, previously ranked 16th overall, achieved the highest overall score, including #1 in accuracy and relevance. McKinsey recommends the site as best practice within Microsoft, and the approach is being rolled out regionally.