Comcast Business, Philadelphia, Pennsylvania, United States: Elevating enterprise business opportunities through an optimized digital experience

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The opportunity
 
Comcast Business embarked on an initiative to increase engagement and lead generation with medium and large enterprises. Our website required a redesign to align with our enterprise growth objectives.
 
Our solution 
 
We built a holistic digital experience that caters to organizations of any size by emphasizing the content and education enterprises look for when deciding on a technology provider. It includes:  
 
·       A new homepage "front door" that gives equal weight to three segments
 
·       A sharpened gated content and lead generation strategy 

·       A more customer-centric enterprise homepage 

·       A public sector hub   

·       New webpages for priority industries and solutions 
 
New "front door”
 
We launched a new “front door” to serve all our segments with personalized customer pathways that help users find what they’re looking for faster. Previously, our homepage was focused on small business ecommerce. Today, users can self-identify between small business, enterprise, and public sector organizations—from the outset. 
 
Gated content and lead generation
 
Catering to the interest areas of our enterprise audience via gated content is the backbone of our improved lead generation strategy. Our 2024 Cybersecurity Awareness Month campaign is an excellent example.  
 
We transformed our cybersecurity solutions page into a content hub and put our Cybersecurity Threat Report—leveraging proprietary research and key trends—behind a gated lead form as a hero asset. We added key placements strategically throughout our site and ensured all marketing channels drove to the page. As a result, we increased lead generation by 5x.
 
Enterprise homepage
 
The linchpin of our enterprise elevation strategy is our enterprise homepage. We added a customer logo carousel, technology trends, our solutions, and case studies with quotes from leading brands, allowing our customers to share their experience. Our updated language and branding support our SEO efforts and validate our position as an enterprise market leader. Bucketing our solutions allows users to quickly view our products.  
 
Public Sector hub
 
The Public Sector is another growth priority for Comcast Business. From user research, we found that public organizations often don’t think of themselves as enterprises. They operate differently, making technology purchase decisions through requests for proposals (RFPs), followed by contract negotiations, rather than a buy-flow or sales consultation. We took a different approach to address their needs.
 
We redesigned our public sector section with three segment-focused pathways allowing users to choose from federal government, state and local government, and education journeys. Each digital pathway features content tailored to that audiences’ interests and purchasing needs, putting public service and digital equity front and center.  
 
Industry and solutions pages 
 
Because the retail, financial services, hospitality, and healthcare verticals represent some of our key customers, we rebranded these industry pages, tailoring the content to make them more relevant to these audiences and articulate our expertise in these spaces. Additionally, we updated our SD-WAN, Secure Networking, and Dedicated Internet pages to showcase our evolved solutions.
 
Measuring our success
 
After rolling out our enhanced digital experience throughout 2024, we’ve already begun to see success.

·       Enterprise engaged traffic-to-lead rate is at 6.3%, up from 4% the prior year.

·       Enterprise leads per month are steadily increasing, up 130% year over year.