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Company: Avaya Inc., Basking Ridge, N.J.  Target audience: IT decision-makers  Key Web executive: Renee Rodgers, VP,  No. of employees who work on the site: 15 employees worldwide  Last major redesign: December 2004  No. of pages on site: 7,000 real pages, 25,000 dynamically generated pages  Web developer: R/GA

Until last December,, like many technology companies' sites, used a product-centric design to get its message across. If you knew what you were looking for, said Renee Rodgers, VP at, you could go from the home page directly to what you needed. But the Avaya Web team realized that most customers didn't fit that profile.

Most were at the beginning of a product purchase cycle and were coming to the site to learn the facts about IP telephony, communications networks and network management, among other things. About 30% came looking for support. Still others needed deep, detailed information to help them make an immediate buying decision. It was-and is-an eclectic mix of visitors.

Hoping to address multiple audiences from a single site, team members focused on promoting the brand and giving visitors multiple paths into the site.

"We put a lot of work into associating the first view of the home page with the brand," Rodgers said.

That meant highlighting the company's four areas of focus-IP Telephony, Contact Centers, Mobility and Services-rather than specific products, although existing customers who need or want a product-based entry can find that, too. It also meant focusing on actions, such as "learn," "do" and "connect."

The strategy is working well, especially since Avaya is doing all this under an integrated marketing umbrella. The company's online agency, R/GA, New York, collaborates with its offline shop, McCann, New York, so the Web site and offline campaigns have the same look, feel and direction.

"We also focus on our marquee space on the site-our action module-which tends to drive users into some experience, some fun call to action," Rodgers said.

 Expert 2¢

Hoa Loranger: This Web site doesn’t bury its contact information like many sites we’ve seen. Offering telephone numbers prominently in relevant areas shows that the company cares about its clients and customers and wants to be available to assist them. Kate Everett-Thorp: A simple, intelligent way to communicate with their customer. The Web site reflects that through and through. From beginner information to the seasoned user, Avaya’s site is responsive in both architecture and content. 

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