In today’s digital age, having a website design that accurately represents your business is essential. However, crafting a design that effectively attracts and retains clients (in Bangkok, and everywhere else) can be a challenge. Welcome to the 2nd episode of B2B Marketing Excellence podcast, where we delve into the art of excelling in B2B marketing. In this episode, we’ll explore the significance of optimizing your website design for the B2B market. Join your hosts, Mike and Thomas Chanin, as they guide you through this journey.
Photo by israel palacio on Unsplash
Website Design 1: ALCAMI
ALCAMI is a B2B organization operating factories in Thailand and the Philippines, manufacturing plastic parts for premium clients, such as Western Digital and medical device manufacturers. Their current website design features a striking hero image, a compelling blurb, and an attention-grabbing call to action. Key service lines like thermoforming and injection moulding, certifications, and facilities are easily accessible. Additionally, they showcase case studies, news, and a contact form. However, we believe that their website design can be further optimized for conversions.Add a Face
We suggest integrating a photo of ALCAMI factories’ co-founder, Mr. Kris Withouck, into the Call to Action button. This strategy links Kris and ALCAMI, making it simpler for people familiar with either Kris or ALCAMI to recognize and remember the brand. Furthermore, by incorporating a face, we activate the Fusiform face area (FFA) in the human brain, generating a stronger impact on people’s thoughts and emotions about the brand.Client Logos
Displaying client logos on the website demonstrates that prominent corporations like Western Digital, Apple, and Nokia have chosen ALCAMI as their manufacturing partner. We capitalize on their credibility to bolster our own, signaling to potential customers that ALCAMI is a reputable brand.360 Video Tour
A 360 video tour of ALCAMI’s facility enhances credibility by highlighting their state-of-the-art and immaculate factory. Video content consumption surpasses other forms, with video ads receiving 20 times more engagement than image ads. It’s also vital to keep videos brief, as every 30 seconds of video, you lose 50% of your audience.Map and Opening Hours
Incorporating a map and opening hours in the website footer enables customers to locate ALCAMI’s factories effortlessly. This customer-centric move also offers technical advantages, as Google appreciates specific elements featured on a homepage.ALCAMI is a B2B organization operating factories in Thailand and the Philippines, manufacturing plastic parts for premium clients, such as Western Digital and medical device manufacturers. Their current website design features a striking hero image, a compelling blurb, and an attention-grabbing call to action. Key service lines like thermoforming and injection moulding, certifications, and facilities are easily accessible. Additionally, they showcase case studies, news, and a contact form. However, we believe that their website design can be further optimized for conversions.Conclusion
Optimizing your website design for the B2B market is essential in establishing credibility and attracting potential clients. By integrating a face, client logos, a 360 video tour, and a map with opening hours, you can create a more powerful website that resonates with your target audience in the B2B market.Website Design 2: Carbon Credit Capital
Carbon Credit Capital is a consultancy that helps organizations become carbon neutral by providing access to carbon credits from validated and approved sources. Led by Olivia Fussell, who is recognized as a thought leader and opinion leader in the space of carbon credits, Carbon Credit Capital primarily serves financial institutions in the United States. In addition to providing access to carbon credits, Carbon Credit Capital also offers consulting services to large conglomerates on how to reduce their environmental footprint.The Current Website
Upon first glance, Carbon Credit Capital’s website appears to have a standard layout, with a hero image, call-to-action button, and a blurb. The website also features credibility logos of well-known organizations in the industry. The services offered by Carbon Credit Capital are presented in four horizontally aligned boxes, with a bit of B2C pitch regarding the ability to buy carbon credits to offset travel. The website also includes sections for projects, news, and a footer.Proposed Tweaks for the Next Iteration
The goal of tweaking Carbon Credit Capital’s website is not to revolutionize the way it looks but to enhance its effectiveness. The first tweak is to integrate a face into the call-to-action button to trigger the Fusiform Face Area and break down the barrier between the user and the company. The proposed image is of Alex, the person clients will be speaking to, to create a connection with the user. To give more attention to the high-value services offered, the services are presented in four vertical boxes with big pictures and a little bit of text. This format dedicates more space to the services and gives them the respect they deserve. The same approach is taken with the projects section to showcase the forests, marshlands, and mangrove areas that Carbon Credit Capital works with. To avoid cognitive overload and decision fatigue, the website is designed to focus on the information that users need and want to search for. This is achieved by narrowing down what the user should be looking for using Hick’s Law. The website also features an FAQ section, a map, and opening hours for easy access to information.Conclusion
Improving a website is a process of evolution, and small tweaks can lead to significant improvements. By integrating a face into the call-to-action button, dedicating more space to high-value services and projects, and providing easy access to information, Carbon Credit Capital can create a more effective website that is sure to attract and retain clients.Website Design 3: Sumitomo Heavy Industries
Sumitomo Heavy Industries is one of Japan’s largest and oldest industrial conglomerates. Despite being in business since the 19th century, Sumitomo is what we call an “invisible giant.” Many people have heard of Sumitomo, but they are not aware of what they do. One of their many lines of business includes producing various digging machines for construction sites in Thailand.The Initial Website Analysis
Upon reviewing Sumitomo’s Thai website, the team at B2B Marketing Excellence noticed a lack of white space, making it difficult for users to digest the information. They also found that the website lacked a personal touch, making it hard to connect with the brand on a personal level.The New and Improved Website
To improve Sumitomo’s website, the team at B2B Marketing Excellence focused on humanizing the brand and making it more digestible for users. Here are some of the changes they made:- Adding a Face to the Call to Action Button: To make the call to action more personable, the team added a face to the call to action button, making it feel like users were talking to a real person.
- Incorporating More White Space: By incorporating more white space, Sumitomo’s website felt more open and relaxed, creating a better user experience.
- Using Relevant Calls to Action: Instead of using generic calls to action, the team at B2B Marketing Excellence used industry-specific calls to action. For example, instead of saying “Talk to Our Experts,” they used “Talk to Our Engineers.”
- Showcasing Facilities and Numbers: By showcasing the facilities and numbers on the website, it gave users a better understanding of Sumitomo’s reach, making them more credible in the eyes of potential clients.
Direct vs. Indirect Persuasion
B2B decision-making is different from B2C decision-making. In B2B decision-making, logical thinking and direct persuasion play a significant role. To appeal to potential clients in the B2B market, it’s essential to showcase numbers, stats, and technical details. Indirect persuasion, such as using aesthetic people in bikinis, is not effective in the B2B market.Conclusion
By incorporating these changes, Sumitomo’s website now has a personal touch, making it easier for potential clients to connect with the brand. The website is also more digestible, making it easier for users to navigate and understand the information. In the B2B market, showcasing your company’s reach and numbers is crucial, and Sumitomo’s website now does that effectively. By focusing on direct persuasion, Sumitomo’s website is now more effective in attracting and retaining clients.Don’t miss us next time – Friday 28.4.2023
Don’t miss the next episode of the B2B Marketing Excellence podcast when we’ll be looking at how integrated B2B marketing campaigns across different channels such as email marketing and Facebook / Linkedin campaigns unlock synergies that are impossible when using a single channel.See you next time!
————————–Photo by israel palacio on Unsplash
