SafeNet

Unified Web Strategy for a Leading Critical Information Security Firm

Content Strategy

Content Strategy

SafeNet had been around for years, and so had its content! TBG (The Berndt Group) recommended rewriting content with a much greater emphasis on writing for the Web, writing for the correct audience, and breaking content down into reasonable, readable chunks. TBG worked with SafeNet to re-architect the site’s content by:

  • breaking up longer scrolling pages with clear type hierarchies;
  • limiting the amount of variety of content on a page;
  • having clear headers at the top of pages to indicate context;
  • connecting with the user’s situation or goals in the first sentence;
  • minimal, focused topical content; and
  • allowing users to self-navigate to the correct level of detail by using summaries and annotated links to convey the overview of the following detail page for easy scanning.
Safenet
CMS Implementation

CMS Implementation

The best sites feature design that strongly reinforces usability by giving the user subliminal clues about what is most important. TBG implemented a strong, cohesive hierarchy of attention throughout the site so the user would always know what to look at first. TBG instituted a limited number of page layouts so that the user moving through the site would see consistency and feel like the site has a unity of purpose. TBG also reduced the depth of the site, reducing the complexity required by navigation, and instituted contextual navigation. Labeling and headers were revamped to keep branded product names out of navigation (in favor of more recognizable generic names of product lines) and to introduce and explain them in product detail sections. Such navigation labeling is inherently more intuitive.

Safenet
Improved Usability & Site Structure

Improved Usability & Site Structure

The best sites feature design that strongly reinforces usability by giving the user subliminal clues about what is most important. TBG implemented a strong, cohesive hierarchy of attention throughout the site so the user would always know what to look at first. TBG instituted a limited number of page layouts so that the user moving through the site would see consistency and feel like the site has a unity of purpose. TBG also reduced the depth of the site, reducing the complexity required by navigation, and instituted contextual navigation. Labeling and headers were revamped to keep branded product names out of navigation (in favor of more recognizable generic names of product lines) and to introduce and explain them in product detail sections. Such navigation labeling is inherently more intuitive.

Safenet

TBG & SafeNet

One of TBG’s (The Berndt Group) oldest clients, SafeNet started its tenure in the information security space as Industrial Resource Engineering (IRE)—not very evocative of what it is they actually do. SafeNet is a $300 million Internet security firm that provides encryption technologies to customers such as Nokia, Fujitsu, Microsoft, Samsung, the Internal Revenue Service, and the Department of Homeland Security.

TBG was instrumental in rebranding IRE as SafeNet, and we developed many versions of their public and eCommerce sites over the years. The most recent project started with a Web strategy discussion intended to unify the multiple, somewhat fractured Web presences as a result of SafeNet’s many acquisitions during a period of rapid growth. The different lines of business included security, hardware and software consulting for corporations, individual internet security, financial institution security, and government security.

TBG engaged with SafeNet’s multiple business lines completely in order to build a Web strategy and a unified new identity for the newly named company. The multiple business lines could have been viewed as fragmented, but TBG and SafeNet worked together to emphasize the firm as the multinational industry leader it is.

We created a new look-and-feel to strongly position the company in the market, and we did a full-bore, large-scale CMS implementation in Ektron that allowed SafeNet to realize all of the benefits of a robust content management system that matched their complex, varied marketing needs.

As a result, the company that became known as “the foundation of information security” when it was rebranded as SafeNet, enjoyed a Web presence and a CMS that more closely aligned with its needs and its prominence in the marketplace.

  • dollar sign iconSecures 80% of all e-banking Transfers, About $1 Trillion Daily
  • 25,000Customers in 100 Countries
  • star iconSophisticated Content Strategy
  • heart iconMulti-Project Partnership Between TBG & SafeNet
Branding & Positioning

Branding & Positioning

One of the challenges of this project was to present a stronger, unified message about the company so that SafeNet was perceived as an industry leader. TBG used a newly created online identity to strengthen and unify the multiple business lines into one corporate brand—especially important to capture market attention and to orient industry analysts. SafeNet needed to explain complex product lines in a newly streamlined way. The SafeNet site works subtly to convey the sense of the company as industry leader by using the new online branding and by promoting new technologies to the brands of major customers through case studies. The user is much better able to orient to the various product lines.

Conversion & Calls to Action

Conversion & Calls to Action

On the old site, it wasn’t always apparent what the prospective customer should do next. On the new site, every page should make it abundantly clear what the customer’s next steps are through the use of prominent and pervasive calls to action. Calls to action should be in a consistent location, and conversion links and contact information should be contained in the body of an offer. There is no page on the SafeNet site that results in a dead end for a prospective customer. The site expertly—but not in high pressure way—leads the user into a conversion that gets increasingly more narrow. Customers know exactly where they are and what to do next.