When a prospect lands on your site, what do they see? Your B2B technology site should highlight the sophistication of your solution, establish credibility, and demonstrate your ability to solve the buyer’s problem.
We'll cover each of those goals in this three-part series, but let's start with how to showcase your solution's sophistication. Your initial impression should demonstrate what the prospect can expect from your solution. There are a number of ways to do this, but let’s break down a few common examples.
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1. Use Screenshots
First, consider using screenshots.
Screenshots show a tangible solution and are a great way to earn credibility with your viewer. Mailchimp does a great job of this. Their homepage uses bold colors and interesting shapes to catch the visitor’s eye and then leads users to screenshot videos to see their application in action.
When visual information is broken into digestible parts, it helps your visitor feel that your solution is simple and manageable. When screenshots are visual proof of the claims the copy makes, you earn credibility with your viewer.
2. Create Animations
You can also use animations.
If you have a product that is particularly unique or a disruptor to the market, it might be difficult for viewers to understand your solution through a screenshot. To avoid leaving the impression that your solution is too complex, another method you could use is to show a graphic or animation that gives an overview of how your solution works. This is a great method for putting a prospect’s mind at ease since it often unpacks what your solution does and how it can be implemented.
Concert Genetics’ homepage is a great example of this method. What their platform does goes beyond what a screenshot could convey. Our design made the abstract more tangible. When visitors arrive on the Concert Genetics homepage, they are guided through a quick interactive story that gives visual metaphors for each of the three principles: connect, unify and simplify. This gives visitors a first impression that is enjoyable, informative, and simple to understand.
3. Show Your Process
Finally, you can show your process.
If your solution is too complex to showcase in a graphic or animation — or if you need to keep aspects of how your solution works close to the chest — you can change your approach and instead address how it will affect the prospect’s life after adoption. Leverage videos, photos or testimonials that show people using your product and can help the prospect imagine themselves reaping the benefits.
On InvisionApp’s homepage, their headline copy draws visitors in by stating why the visitor should care about their solution. Their subheader copy then offers a more concrete description of what they provide to support the headline. And then, to clinch the pitch, a video in the background explains how they bring that vision to life and who it has helped. Their first impression not only answers a visitor’s questions of why, how, and what within seconds but also provides a way for them to see proof of Invision’s process and envision their own success with the platform.
In our next video, we'll discuss how you can use your website to achieve the next big goal of design in B2B technology: establishing credibility. In the meantime, we’d be happy to answer any questions you have about showcasing your solution. Feel free to reach out!