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These Good Design Choices Tell B2B Website Visitors Whose Brand Is Boss

WebEnertia

WebEnertia Good Design Choices, Design Best Practices

Marketing leaders are tasked with owning and managing the brand across all touch points, from print to digital. And although most understand the need to effectively showcase their brand online, far too many still fall victim to common design missteps that can negatively impact the visitor experience.

Take this quick test: Visit the website of a familiar brand you trust. Cover the logo so all you can see are colors, navigational text, imagery, etc. Now, ask yourself:

1. Would I recognize this brand in absence of the logo?
2. Do the major pillars of the brand come through in the other website elements?
3. Are the tone, imagery, and functionality consistent with the brand voice?
4. Would I feel comfortable/interested as a new visitor exploring the site?

Let’s discuss some of the reasons it’s so critical to effectively communicate your brand on the web, along with the specific components of a well-branded website experience. Learn how to build intentionality into your product and UI design conversations to ensure a seamless and trustworthy visitor experience from start to sale.

HP Packard Banner for WebEnertia Blog, Design Best Practices

Hewlett Packard WEBSITE

Show the World Your Brand Is Much More Than a Logo

Even though the B2B tech world is constantly evolving and diversifying, companies in this space are notorious for using styles, trends, and UX patterns that are remarkably similar. Ironically, this increased competition combined with the pervasive sameness makes it somewhat difficult for individual B2B brands to stand apart from the crowd. It’s even harder for companies utilizing pre-designed templates. 

But there’s a simple solution: Design firms in this space must come prepared and at the top of their game. Those who know the B2B landscape know it’s no place for outdated concepts or bygone practices. Whether you’re using a in-house design team or working with agency professionals, it’s important to start each new project by first making sure everyone is up to speed and bringing their tightest skill sets to the table. 

Then, use your collective expertise to create a steadfast and unified vision. Commit as a team at the outset to reinforcing the brand in both high-level and granular components—everything from the way the color palette and fonts are applied, to use of imagery, icons, patterns, and messaging tone of voice.

Good Design Choices Components, Design Best Practices

Color, Style, and Tone: The Cornerstones of a Well-branded B2B Website

The design world is growing by leaps and bounds, too. Designers who were once limited by rigid website templates, page-load issues, and technology gaps are now free to access the wide range of tools that help underscore their brand throughout the online buying cycle. Additionally, as designers become more skilled in their trade, companies can afford to do more for their brand with a lower spend. 

When it comes to giving visitors a well-branded website experience, there’s a long list of do’s and don’ts, but here are three things great B2B sites commonly demonstrate:

  • Smart use of color
    Marketing professionals often spend weeks or even months digging into the psychology behind color and choosing the perfect hues to express their corporate values and capture viewer interest. But why go to all that trouble if you’re not going to continue using color strategically throughout your website? Nothing throws off a great design like a poorly leveraged color palette, so make sure your primary brand colors and secondary palette are weighted and distributed evenly throughout the site, providing an intelligent backdrop for your rich and nuanced brand.

  • Knowledge of best practices
    As previously discussed, the world of online B2B tech sales grows more competitive every day, leaving precious little room for error. A brand-centric website should demonstrate clear understanding of current design trends, as well as standards for font/typography, imagery and other visual effects, icons, and branded patterns. Remember: all the personality and product power in the world won’t keep users interested if they’re greeted by inconsistent fonts or overused/outdated images on your website.

  • Clear and pleasant tone of voice
    Creating website content that actually sounds like your brand might require a little trial and error. If “simple” is a tenant of your brand, for example, don’t overload your messaging with a lot of technical jargon and flowery language. Similarly, if “fun and upbeat” is what you’re going for, try playing around with calls to action and directional text that prompt visitors to “Be Awesome” as opposed to the overused “Learn More.”

3 Cornerstones of a Well Branded Site, Design Best Practices

B2B Technology Comes and Goes, but First Impressions are Forever

For the large majority of brands, the website is still a user’s first and most vital interaction point. And as the saying goes, you never get a second chance to make a first impression. It might be tempting to let “little” brand inconsistencies go, especially as you move further away from the website launch and encounter the need to make quick updates or hand off responsibilities to a webmaster. But when it comes to engendering trust and enthusiasm in your prospects, little things can quickly become big things.

It’s so critical to effectively communicate your brand on the web, along with the specific components of a well-branded website experience.

Keeping up with the changing trends will be another critical factor in your quest to preserve and reinforce your brand on the web. As you gear up for your next big website project, be sure you have the right people, processes, and tools in place to safeguard against giving visits an experience that feels complex, confusing, or unwelcoming in any way. The last few years alone have seen fundamental shifts in how websites themselves are coded, and the array of creative tools and technology is expanding. Be sure to keep yourself and your team apprised of the new concepts, best practices, and modes of engagement emerging nearly daily to avoid yours becomes another faceless brand in the crowd.

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