A new brand identity that underscores our approach to B2B marketing — always customized, never templated
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Design is about more than color schemes and typefaces.
We use design to align the needs of your audiences and users with your business goals, ensuring that every interaction is consistent and facilitates a deeper, long-term relationship with your brand. Walker Sands designers work closely with your team to understand who we are communicating with, what we want them to feel, and how we can strategically apply design principles to create experiences that will resonate.
If you are ready for a website redesign or creating a new business website from scratch, we’ve put together a guide to help you create an effective and successful web design. This tip filled guide covers the following seven areas of concern:
First and foremost, your website needs to be aligned to your company’s business goals. For a business website, the most common goals are:
The design and placement of your messaging, content and how users interact with features has a tremendous impact on meeting business goals.
Visitors to your website have their own business needs. Depending on the circumstances of how they reached your website, they will often have different goals in mind. Their needs may be different depending on where they are in the sales/revenue cycle.
Making it easy and quick for users to find the information they are looking for is critical for success. Often just including your company’s phone number where it’s expected to be can help make the phone ring.
The design should be industry appropriate and accurately reflect the company’s brand. It should appeal most to the target audience. It should set your company apart from the competition, but shouldn’t stray from what’s expected in your industry.
No matter what page a user enters your site on, it should be readily apparent to the visitor what type of business your company is in, and what value it provides. Visitors tend to quickly scan the page when they first land on your website. First impressions will likely come from your logo, tagline, main navigation elements, images and calls to action.
Design with the end-game in mind. Ask yourself, “What actions do we want users to take?” Make these tasks the most obvious and easiest to accomplish. Users should be directed or guided to take a path that leads to a reaching one of your company’s business goals.
Draw attention to and make visitors want to click on your calls to action. Your calls to action should use action or end user benefit terms such as “Get a Quote”, “Register Now!” or “Download White Paper” instead of “learn more”, “click here” or “submit.”
Once a user gets to a form, only collect the minimum information necessary to complete the transaction. Only include fields that you need, not what you want. Long forms can often be a barrier to completion, so keep them short. Also, users filling out forms should have all information readily at hand, so don’t ask for something they will require them to leave your page to look up.
Your potential customers are using search to try to find solutions to their business problems. A great way to grow your business is to attract customers before they are aware of your company. Having great rankings for the search terms your customers are searching for can build brand awareness and give you the opportunity to reach them first.
The design of your website can impact your search rankings. Extensive use of flash for delivering content and for navigation may look great, but it causes problems for search engines.
A proper balance between visual design and SEO should be a design goal.
Websites that are easy-to-use often place and use elements that users are familiar with. After using the web for years, your customers have trained themselves to expect to find certain items in certain places on websites.
Your business is likely to evolve and grow in the months and years after your design goes live. The designer should allow for this inevitability.
The homepage should have an area that updates regularly. News, events, new products, promotions, etc. The design should allow for content in these areas that isn’t the exact same size every time it changes.
It should also be easy for you to make changes as your business grows. You shouldn’t have to always contact a designer to make a new navigation element if you add a new page or category.
At Walker Sands, we utilize a web design and development process that incorporates all these elements, and more, to help us build successful websites that meet or exceed the business goals of our clients. If you have questions about how to design and build a successful business website, leave a comment below or email me your question.
The Walker Sands design team understands how B2B buyers consume information. Working in collaboration with content strategists, developers and project managers, we ensure that your copy, images, videos and illustrations are easily navigated, absorbed and acted upon.
Walker Sands designers are here to enhance your: