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Web Site Elements and Review of ImageStream Site As Patrick Lynch and Sarah Horton put aptly in their Web Style Guide 2002 many of the complex Web site creations from the past few years are like 1960s architecture making users wince and wonder how it could ever have been fashionable ImageStream maintains a simple Web site strategy The company provides customers with detailed market positioning and technical information about its products and technology solutions At the same time the company seeks to make the customer feel as comfortable working with ImageStream on-line as they would be if an ImageStream representative were to visit them personally By providing clear user-centered tools for pre- and post-sales needs ImageStream has found a way to add value to the on-line experience and continues to use its informative site as a competitive advantage in the network infrastructure equipment market In order to maintain its competitive advantage however ImageStream must be able to anticipate and direct changes in its equipment market A solid strategy that provides a wealth of information and encourages customers to make use of ImageStreams worldwide sales channel can offset strong competition from well-heeled but less nimble competitors such as Cisco Systems Todays technical buyers have high expectations for quality performance price convenience and customer service A corporate Web site often represents the first contact a prospective customer has with any company ImageStreams ability to proactively exceed customer expectations through its on-line presence will ensure that the company can continue to deliver strong sales growth and high customer retention levels Navigation and Usability An organized content-rich professional Web site creates value in the mind of customers and prospective customers The site needs to act as a multi-functional tool acting at once to excite prospective buyers market the company itself provide technical solutions and information for customers and sales channel partners and encourage visitors to return to the ImageStream site for answers and information A Web site must provide
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