In today’s world, B2B marketers don’t have to choose between a website that achieves business goals and one that’s beautifully designed or brand-forward.

Customer expectations have adjusted, and B2B marketing looks quite different than it did just a few years ago. Customers have given permission, and in some cases encouraged, B2B companies to evolve from traditionally stoic and benefit-forward websites and try something new in the vast majority of modern industries.

The way B2B and B2C marketers engage their audiences is fusing in almost every industry. In some cases, it's now likely even considered expected. Strategy, Design, User Experiences, and Content are all on the table.

The premise of human-to-human design is not a new concept, but seeing more B2B brands take risks and show us a little more of who they are is refreshing. It feels like there’s more room than ever for brands to embrace both aspiration and function equally.

Finding the Right Balance.

Navigating the fine line between too fluffy and really dry can be tricky. It can be especially challenging in categories experiencing rapid growth, like renewable energy and telehealth, where players are scattered across the board. It’s not uncommon to feel like unexpected folks are winning on both sides of the game while someone else is changing the rules entirely.

Time to Assess.

As a savvy digital marketer, you likely keep a close eye on how your digital brand and website compare to others in your space and beyond. But if it has been a while since you last took a look, or you’re in the midst of a major industry or business shift, it may be time to reassess.

A Glimpse Into ‘How’.

How do we do it? In the simplest terms, we ask a lot of questions that get to the heart of your brand, business, and users. We consider what’s happening in your industry — what headwinds you’re facing and what tailwinds you can expect. We look beyond the surface to understand and map user journeys and build a purposeful information architecture and content strategy to support it.

Every website we build, and choice we make is based on the needs and objectives of your unique brand, business, and users. When you bring all of this together, the answer is crystal clear. 😎

The Proof is In The Pudding.

It’s easy to get lost in the world of conversion rate optimization (CRO) and lose sight of the bigger picture. So, while increasing the conversion rate will likely remain the #1 goal, investing in the aspirational parts of your website, user experience, and design has its fair share of business-boosting benefits.

In fact, research has shown that:

• 94% of a user’s first impression is related to the website’s design (Source: Eksposure, ResearchGate).
• 75% of users judge a business’s credibility based on its website’s design (Source: Stanford).
• On average, every $1 invested in UX design results in $100 in return (Source: Forbes)

These kinds of results make the advantages of aspirational elements crystal clear, benefiting both users and your bottom line. So go full steam ahead on sharing key functional information and content, but please don’t forget to add a little surprise and delight.

Philosophies in Action.

Curious to see our philosophies in action? Check out some of Our Favorite Marketing Websites from the past 12 months to get an in-depth look at real-world examples and some big-time site inspiration.