Implementation Partner: Nemetos GmbH Switzerland
SGS needed a new web presence that included the corporate website and
60 country websites in more than 20 languages. The goal of the new web
presence was to manage Web content from one CMS for brand consistency
while the regional websites add localized content and offers.
SGS provides inspection, testing, certification & verification
services to ensure that products, services & systems meet quality,
safety & performance standards With the corporate headquarters
based in Switzerland, the SGS network comprises over 1,350 offices and
laboratories and more than 70,000 employees around the world.
The original SGS website was based on Livelink WCM from ex-Obtree and
consisted of one corporate site and 60 country websites in over 30
languages. In addition, 215 mini-sites in a number of languages existed.
From the marketing perspective, the goal for the new website was to
ensure that SGS remains competitive by pushing sales, promote the brand
globally and facilitate the delivery of high quality services to
Another important goal was to
streamline the huge portfolio of services SGS offers. With over 2,500
services described in a variety of languages across the multiple sites,
there was a lack of consistency in communication, different quality
levels and thus a great deal of work inefficiency. Pulling the services
onto one platform would allow a unique corporate language and brand
awareness, resulting in in increased upselling and improved customer
The previous website (corporate and country sites) made it difficult
for visitors to find the information they were looking for. Competitors`
websites provided information according to the conventional industry /
market structure and therefore were more transparent and provided easier
access to the required information. Due to the confusing navigation
structure and the lack of easy access to the requested content on the
previous SGS website, local businesses had started to create their own
As a result, SGS`s business and capabilities were fragmented across
more than 270 websites on the centralized web platform. The range of
services offered by SGS was presented suboptimal as well as the
corporate brand. In addition, SGS`s marketing efforts were not really
effective as the different business lines were competing for similar key
words and content.
Due to the complexity of the structure
and functionalities needed by SGS, Livelink WCM, the previous system
used by SGS, had reached its limits.
Also, the previous system allowed local
country editors to adjust content in many different areas and thus made
governance extremely difficult. The quality of content and translation
was extremely different. A process to make both unique was absolutely
To solve these issues, SGS worked together with Sitecore solution partner Nemetos.
Over a period of 12 months, SGS
evaluated all main Content Management Systems and chose Sitecore as the
leader for a wide range of reasons including:
- Sitecore “Twin Peaks” solution allowing multiple content servers
- localization and translation capabilities
- integration with third party technology
SGS has customized the Sitecore
solution and extended it in many ways. Custom fields were created on a
number of templates for SGS specific content and a number of standard
fields were adapted.
Also, many Sitecore modules were implemented, like SEO and Web Forms for Marketers (WFFM).
The most important integration was the Languagewire module and its
supporting process. This ensures that content in all languages stays up
to date. The primary language for the solution is English but as the
site serves over 60 countries, the content is delivered in 21 languages.
In addition, the company CRM is integrated to ensure efficient lead
The use and full integration of the Endeca enterprise search engine
gives the site a strong navigational anchor. One of the next steps will
be the integration of Sharepoint to share key documentation. To improve
website performance from China, Akamai Technology is partly used. Web
analytics tools including Google and WebTrends are also integrated into
the new website.
The whole architecture of the site is
based on delivering localized content. In addition, the visitor`s
possibility to select between service and industry information gives
implicit personalization. The service area provides three content areas,
depending on specific choice of a country. The global description is
combined with the local description of the service. If the visitor
selects a specific industry, this content will be added to the service
description. In addition, the visitor can select specific preferences
for creating personalized lists for media, training, events and news.
For the US site, GeoIP detection is used to redirect their users from
the corporate website to the US website.
The overall usability and site
experience have been changed completely compared to the previous
website. SGS now offers a user-centric navigation to enable visitors to
approach the site from their perspective rather than reflecting the
internal structure of SGS as it was before.
- Mobile Web: responsive design that allows varying screen widths and displays correctly in smartphones and iPad
- SEO Module
- Web Forms for Marketers
- CRM integration (Salespipeline from Oracle)
- Email marketing platform uses landing pages located in Sitecore
- Social Media on all relevant pages
Key Results / benefits:
The result of this new web presence is
that all services and information are channelized on one platform.
Furthermore, a coherent, brand consistent feeling of SGS services is
presented. The decision to create a universal service directory that is
available for the visitors through a number of navigation entry points
is a way of turning the business model away from being service centric
to being customer centric. In addition to the fundamental changes with
regard to communicating the business SGS offers, there have been massive
changes to the internal organization around the website structure.
Content editors are very satisfied with the system due to easy
maintenance and the ability to create a more compelling, personalized
web experience for visitors.