Each page type serves its own purpose in the customer journey with the goal of moving users from awareness through to product identification and conversion. The page type will dictate the goal and type of content contained on each page.
For example, market pages are navigational to encourage users to move deeper into specific applications, while application pages help garner awareness of specific brands or products to move the user into product identification. As the user moves through the page strategy, they will begin receiving more and more specific information related to their needs.
As you consider developing or updating a page on dow.com, first identify the page type. Once identified, utilize the resources in this hub to inform your content decisions.
Role/Purpose
Market pages are meant to be navigational – making it as easy as possible for visitors to navigate their way to the specific content they are looking for on dow.com. From the market page, they can select the relevant submarket for their need.
Key Actions We Want Users to Take
- Primary
- Click through to a Submarket Page
- Secondary
- Browsing market level brochures or overview videos
Crosslinking
- Related Product Technology Page
Key Personas
- Specifier
- Influencer
Content Guidelines
- Create clear paths for the user to navigate to submarkets
- Include market-wide content only (e.g., market-wide webinar, market-specific news, high-level brochures or guides)
- Limit additional content on this page to one CTA. To avoid distracting from the main purpose of the page (navigating to submarket pages)
- Do not add region-specific or application-specific content (e.g., Application-specific solution guide, region-specific webinar)
- Avoid adding more than one CTA outside of navigational CTAs to submarket pages
Key Questions for Developing Market Page Content
- What are 1-3 key message(s) to highlight for Dow’s contribution to this market?
- Is there a sustainability story or benefits to highlight?
- What is the top featured resource you would include on this page that will help your audience make their submarket selection? (Brochure, video, webinar)
- Are there related pages, not in the taxonomy, that we should link to from this market page? (e.g. Pack Studios or Mobility Science microsite)
Role/Purpose
The purpose of the submarket page is to help move visitors to the specific applications that they care about. Like market pages, these pages should be navigational in nature.
Key Actions We Want Users to Take
- Click through to an Application Page
- Click through to the Product Catalog
Crosslinking
- Related Product Technology or Group page
Key Personas
- Specifier
- Influencer
Content Guidelines
- Include content that discusses the grouping of applications at a high level
- Emphasize how Dow’s products can support their needs
- Include submarket-level brochures and videos (e.g. Food Packaging Selection Guide)
- Avoid guiding users back to market pages
- Avoid creating an imbalance of content across applications
- Do not forget that these pages are meant to be navigational – keep visitors focused on choosing an application, product technology, or curated searches in the product catalog
Key Questions for Developing Submarket Page Content
- What are the 1-3 key message(s) to highlight for Dow’s contribution to this market?
- What applications are aligned to this submarket? (Rank in order of priority)
- What are the key product brands for this submarket?
- Is there a sustainability story to highlight?
- What are the top 3 featured resources you would include on this page? (Brochures, videos, etc.)
- Are there additional resources you believe should be accessible on this page? (Rank in order of importance)
- Do you have any other formats of content that help to explain the submarket? (e.g., podcast episodes, blogs, webinars, etc.)
- Are there related pages, not in the taxonomy, that we should link to from this submarket page? (e.g., Pack Studios)
Role/Purpose
Application pages should be used to show the value of Dow’s product portfolio in a specific application. We want to move visitors from application pages into a brand page, PDP, or the Product Catalog.
Key Actions We Want Users to Take
- Primary
- Click through to product search result
- Click through to Product Detail Page
- Click through to a Brand Page
- Secondary
- Browse selection guides and/or brochures
Crosslinking
- Product Catalog
Key Personas
- Specifier
- Influencer
Content Guidelines
- Focus the page content on the benefits of Dow’s products for the application
- Start to reference the key products that Dow offers for the application
- Utilize selection guides, brochures, videos, and case studies on Application pages to move users from awareness into consideration
- Avoid moving Application Page visitors back up the taxonomy to Market or Submarket Pages
- Try not to overwhelm the visitor with too much content at once; utilize components to organize the page neatly
- Do not include more than 7 key product grades on the page
Key Questions for Developing Application Page Content
- What benefits do our products provide for the specific application?
- What key product brands are relevant to this application?
- Are there any key product grades that should be included in the content on this page? (Limit to 7)
- Are there resources about this specific application (brochures, videos, etc.)
- Are there additional resources you believe should be accessible on this page? (Rank in order of importance)
- Do you have any other formats of content that help to explain the application? (e.g., podcast episodes, blogs, webinars, etc.)
- Are there related pages, not in the taxonomy, that we should link to from this application page? (e.g., Pack Studios)
Role/Purpose
Brand pages should provide an overview of the brand and/or brand extensions. The page should help push visitors to either the product catalog or into relevant application pages, where they can learn more.
Key Actions We Want Users to Take
- Click through to Product search results
- Click through to Product Detail Page
- Browse selector guides
- Submit a ‘contact us’ request
Crosslinking
- Product Catalog
Key Personas
- Influencer
- Specifier
- Buyer
Content Guidelines
- Include selector guides, product group video/webinar, mentions of products in Dow’s portfolio that fit under the brand
- Utilize high-level key messages that speak to the brand’s benefits
- Include sustainability-related messaging related to the brand
- Avoid centering all of the page’s content on one product in the brand portfolio
- Try not to overwhelm users with unorganized content; utilize components to ensure content is orderly
Key Questions for Developing Brand Page Content
- What submarkets does this brand cover? (Rank in order of priority)
- What applications does this brand cover? (Rank in order of priority)
- What are the key benefits/features of the brand should highlight?
- Does the brand have extensions? For example: AFFINITY™ GA, AFFINITY™ RE, ENGAGE™ REN, etc.
- Is there a sustainability story to highlight?
- What are the top 3 featured resources you would include on this page? (Brochures, videos, etc.)
- Are there additional resources you believe should be accessible on this page? (Rank in order of importance)
- Do you have any other formats of content that help to explain the brand? (e.g., case study, podcast episodes, blogs, webinars, etc.)
- Are there key product grades we should feature? (Rank in order of priority)
Role/Purpose
Product Technology pages segregate Dow’s product offerings into meaningful accepted categories. Ultimately, it drives visitors deeper into product groups.
Product Technology Page Example
Key Actions We Want Users to Take
- Click through to Product Group Pages
- Click through to Product search results
- Click through to Product Detail Page
- Browse selection guides/brochures
Crosslinking
- Related Submarkets or Application pages
Key Personas
- Specifier
- Influencer
Content Guidelines
- Include product technology information, brochures, and videos
- Include content related to product technology news and advancements
- Highlight specific benefits of Dow technologies
- Don’t forget to include key crosslinks to product group pages
Key Questions for Developing Product Technology Content
- What benefits does Dow's technology provide for the specific product?
- Can you define the list of products that are relevant for each of the product technology pages?
- What are the top 3 featured resources you would include on this page? (Selection guide, brochures etc.)
- Are there additional resources you believe should be accessible on this page? (Rank in order of importance)
- Do you have any other formats of content that help to explain the product technology? (Videos, ePubs)
- Are there related pages that we should link to from this product technology page?
Role/Purpose
Product Group pages should provide more technical knowledge on certain chemistries and their advantage. It also serves as a place to introduce relevant brands and connect to key applications.
Key Actions We Want Users to Take
- Click through to Product search results
- Click through to Product Detail Page
- Browse selector guides
- Submit a ‘contact us’ request
- Request a sample
- Utilize tools and calculators
- Click through to a Brand page
Crosslinking
- Product Catalog
- Related Application and Brand pages
Key Personas
- Influencer
- Specifier
Content Guidelines
- Include selector guides, product group video/webinar
- Include mentions of products in Dow’s portfolio that fit under the specific product group
- Provide technical knowledge on certain chemistries
- Don’t be afraid to get technical
- Don’t forget any tools or calculators