What makes a web site cool?
John Coltrane. Way cool.
Write Angle is a firm believer that B2B marketers can learn from their B2C colleagues when it comes to crafting cool(er) web sites. So we’re pleased to see that HubSpot’s recognition of what makes a web site cool, or how a site gets form and function right, is so pertinent and relevant to B2B purposes.
Our point? Write Angle recently produced a good portion of the content for the web sites of security vendors RedSeal and Vidder, and Sumo Logic, an analytics solution for big data. These sites share key aspects of form and function — with each other and with the B2C sites praised by HubSpot. Each has an aesthetically pleasing appearance and delivers a useful customer experience. Users are engaged without being distracted, navigation is straightforward and each call-to-action is simple and clear.
We’re not saying that all consumer web designers are more highly evolved. We’re just reminding B2B marketers who oversee or wield influence on their sites that there’s no excuse for a web presence that isn’t everything that it should be. You don’t have to mimic Patagonia, Ford , Sony or Apple, or any of the sites that won love from Hubspot, but you could do worse than follow their lead when it comes to how to get the right action from the right visitors. Just ask RedSeal, Sumo Logic or Vidder. The prime guideline is to give your visitors the same experience they would have if they’d dropped in on you in person. Be simple, clear and direct.
So how do you ensure that your site is getting form and function right? Are you as simple, clear and direct online as you are in person?