Deloitte: The best global professional services website of 2016

For the 2016 Web Globalization Report Card, we studied five professional services websites:

  • Accenture
  • Capgemini
  • Deloitte
  • Ernst & Young
  • KPMG
  • PWC

This is the first year in some time that none of the professional services websites made it into the top 25. This is largely due to the fact that these sites offer poor or uneven support for mobile devices, and a number of global gateways are poorly implemented.

That said, Deloitte emerged on top overall. While KPMG leads with 37 languages, Deloitte supports an impressive 34 languages overall.

Deloitte recently launched a new design, which is both responsive and globally consistent, as shown below with Australia and Russia:

deloitte_au

deloitte_ru

 

Notice the globe icon for the global gateway in the upper right corner. This is a relatively new — and positive — addition. To see how it improves usability (if you don’t speak Chinese) try finding the global gateway on the China home page below.

deloitte_cn

Clicking on this icon brings up this gateway:

Screen Shot 2016-09-11 at 11.46.46 AM

This gateway still needs a bit of work. A lengthy pull-down menu is not advisable. An overlay that displays all options is preferable so users in, say, the United Kingdom are saved the quite lengthy bit of scrolling.

Also worth noting is Deloitte’s emphasis on “trending content” on the home page — a great way to engage visitors and encourage repeat visits.

Now let’s take a look at Capgemini, which is notable for its embrace of social networking and local content. Here is an excerpt from the German home page:

capgemini_de

Capgemini still needs to do more work on its gateway. It’s located in the footer and, as shown here, is hidden behind the cookies notification menu. Do not make this mistake with your website!

capgemini_de_gateway

To learn more, check out the 2016 Web Globalization Report Card.

The top 25 global websites from the 2013 Web Globalization Report Card

Top 25 global websites of 2013

I’m pleased to announce the top-scoring websites from the 2013 Web Globalization Report Card. This is the ninth annual edition of the report and it’s always exciting to highlight those companies that have excelled in web globalization over the years.

Google is no stranger to the top spot, but this is largely because Google has not stood still. With the exception of navigation (a weak spot overall) Google continues to lead not only in the globalization of its web applications but its mobile apps. YouTube, for example, supports a 54-language mobile app. Few apps available today surpass 20 languages; most mobile apps support fewer than 10 languages.

Hotels.com has done remarkably well over the past two years and, in large part, due to its investment in mobile websites and apps. While web services companies like Amazon and Twitter certainly do a very good job with mobile, I find that travel services companies are just as innovative, if not more so.

Philips improved its ranking due to its improved global gateway. And Microsoft and HP also saw gains due to their website redesigns, which also included improved global gateways.

New to the Top 25 this year are Starbucks, Merck, and KPMG.

As a group, the top 25 websites support an average of 50 languages. And while this number is skewed highly by Wikipedia and Google, if we were to remove those websites the average would still be above 35 languages.

The companies on this list also demonstrate a high degree of global design consistency across most, if not all, localized websites. This degree of consistency allows them to focus their energies on content localization, which these companies also do well. And more than 20 of the companies support websites optimized for smartphones.

I’ll have more to say in the weeks ahead. You can download an excerpt here.

And if you have any questions at all, just ask.

 

Social Aggregation Case Study: KPMG@Davos

In my last post I noted how Cisco has created the social aggregation page: Social@Cisco. This page is simply a global template that allows Cisco to plug in different local feeds for different markets.

I should also note that KPGM has created an event-specific page specifically for the World Economic Forum: KPMG@Davos.

The page blends together feeds and languages and it allows you to drill down by theme or keyword. What I most like is the real-time aggregation of all feeds.

Social aggregation is a hot topic across many of the companies I’ve spoken with lately and for good reason. By unlocking the content within these feeds and presenting them to users — ideally grouped by language and/or country — you create a much more engaging (and local) experience.

 

Best professional services web site of 2011: Deloitte.com

We included nine professional services websites in the 2011 Web Globalization Report Card.

The Web Globalization Report Card is an annual benchmark of how effectively companies internationalize and localize their websites and applications for the world.

Out of those nine companies, Deloitte Touche Tohmatsu emerged on top. Deloitte was the best professional services firm last year as well and, though its lead has narrowed over the past year, it still emerged on top.

Deloitte’s support for 34 languages is impressive — equaled only by KPMG and PricewaterhouseCoopers.

Deloitte is a decentralized company, which benefits local content creation. The days of exclusively creating content centrally and then localizing it for the world are coming to an end; Deloitte is already well positioned in this regard.

I also want to highlight KPMG, which was the big gainer in this category overall. It has done an above-average job of supporting local-market Twitter feeds, such as @KPMG_DE and @KPMG_Talento, In 2010, KPMG ranked 111th overall; this year, it ranks 45th. Deloitte comes in at 20th overall (out of 250 sites). Perhaps next year we’ll see a closer race between these two web sites.

Here are the nine professional services web sites included in the 2011 Web Globalization Report Card:

  • Bearing Point
  • Capgemini
  • Deloitte Touche Tohmatsu
  • Ernst & Young
  • Jones Day
  • KPMG
  • Manpower
  • McKinsey & Co
  • PricewaterhouseCoopers

How did the law firms do overall? Not well, I’m afraid. Law firms may be increasingly global, but their web sites have a long ways to go yet.

Deloitte.com: The best global professional services website

We included nine professional services websites in the 2010 Web Globalization Report Card.

The Web Globalization Report Card is an annual benchmark of how effectively companies internationalize and localize their websites and applications for the world.

Out of those nine companies, Deloitte Touche Tohmatsu emerged on top. The site was also ranked 20th overall, which places it in very good company.

Here are a few reasons why Deloitte did so well.

For starters, Deloitte supports an impressive 34 languages, in addition to English.

PricewaterhouseCoopers actually came out ahead with support for 35 languages, but because it lagged Deloitte in global consistency it finished in second place in the category.

As shown below, Deloitte makes use a global template that is consistent across its many local websites, ranging from Deloitte.com…

Deloitte.com

To Deloitte Germany:

Deloitte Germany

From global branding to operational efficiency, I can’t overstate the many benefits of global consistency. And keep in mind that global consistency need not inhibit local flexibility. Global templates should in fact be flexible enough for all regional and local offices to effectively address their markets. Global consistency effectively frees up the local offices to focus on local content. And Deloitte does this quite nicely.

Deloitte could still improve its global gateway. Although the gateway is generally well positioned in the header, Deloitte uses a very long pull-down menu that is not well localized. I would recommend changes along the lines of what I wrote about eBay last week.

Deloitte Global Gateway

To Deloitte’s credit, however, the website does use geolocation to automatically direct users to local web sites.

Finally, Deloitte was the first company in this category to support multilingual RSS feeds. It has since begun supporting local-language Twitter pages.

For example, here is a screen grab of the Deloitte Spain Twitter page:

Deloitte Spain Twitter

Deloitte provides Spanish-language content for 221 followers, which may not be a massive number, but it’s a start. The key here is that Deloitte’s local offices are doing much more than simply focusing on their own websites to engage users. Localization these days is about so much more than translation, and Deloitte well understands this.

Here are the nine professional services websites included in the 2010 Web Globalization Report Card:

  • Bearing Point
  • Capgemini
  • Deloitte Touche Tohmatsu
  • Ernst & Young
  • Jones Day
  • KPMG
  • Manpower
  • McKinsey & Co
  • PricewaterhouseCoopers