In this blog, Kim Glazier, Senior Digital Design Executive at The B2B Marketing Lab, explains why adding personality to your website can help to attract, engage and convert website visitors.
When it comes to B2B website design, adding personality to your website is increasingly important.
Despite spending more and more time online, away from people, we yearn for more personal experiences. The same applies to when we visit websites online.
But why does this matter to you?
Well, in most cases, your website will meet your prospects before you do. It’s a well-known statement but it will continue to ring true.
It is, therefore, vital that you engage with those that arrive on your website and that you create a strong, lasting impression.
But how can you imprint your website onto the minds of those who visit it?
Simple. By adding a bit of personality. Not only will doing so improve the look and feel of your website, it’ll also help you to stand out against your competitors and build trust with website visitors.
So, how can you add personality to your B2B website? Well, read my blog to find out the best practices for website personalisation.
1. Include a team page
A team page is fundamental when adding personality to your B2B website. When people visit your website, they will have a number of questions, especially when it comes to choosing you and your services, and will want to see what your team is ‘like’.
If you have a team page, it’s your chance to make a good first impression by showing off your employees and culture. For your potential prospects, being able to see the people they might be working with enables them to put a face to name, increasing the authenticity and personality of your website.
When designing or updating your team page, we would advise that you try to keep it authentic, real and creative. Maybe think about including fun facts or quote for each individual, this will show your prospects that they are dealing with real people, not robots.
Here are some examples of great team pages I've come across:
Etsy - https://www.etsy.com/uk/team
Digital Marmalade - https://www.digitalmarmalade.co.uk/our-story
ReThink - http://rethinkcanada.com/us/rethinkers/
Lateral - https://www.lateral-inc.com/about.html
And what do all these team pages have in common?
1. They tell you who the employees really are
2. They use real images (not just stock)
3. They’re human
4. They engage with the visitor (with a quote or mini story)
2. Choose a colour palette
When designing or refreshing a website, an important thing to consider is a coherent colour palette. Colour is a powerful communication tool, it can be used to signal action, influence mood or spark action.
For example, the colour red is associated with power or importance, while the colour yellow promotes happiness and enthusiasm.
Choosing colours that complement each other can also add to the user experience and change how the viewer feels while scrolling through your website. Depending on the emotions you want to evoke or actions you want a viewer to take, change your colour scheme.
But remember: a colour palette not only has to represent your brand, it also has to engage and draw your website visitors in, rather than push them away.
3. Add images, graphics and videos
When adding images throughout your website, why not use images of your staff? Try and steer away from ‘stock’ imagery. Instead, fill your website with your employees – those who are the actual face of your company.
Graphics and videos can also add another dimension of personality to your website and prompt visitors to stay on your website for longer.
For example, according to a report by Wyzowl, 96% of people say they’ve watched an explainer video to learn more about a product or service!
In the same report, 79% said that a brand’s video has convinced them to buy a piece of software or an app!
Clearly, then, you should be using video on your website! Not only will it increase user understanding, it will also increase your website traffic and lead generation.
4. Enable visitors to interact with you when they are ready
Enabling your website visitors to interact with you, whether that’s through links to social media profiles or using your website’s live chat – will make your website feel more ‘human’ and allow you to be there.
By having these options (though there are many more) you can readily answer your visitors’ questions and provide value. Your visitors might not want to talk to a computer or might have a query that requires a bit more expertise.
Also, if someone comments on a social post, respond. If someone leaves a comment on a blog, respond. Good marketing is all about communication, interaction and providing value. Taking the time to respond to comments shows you care.
5. Include testimonials and reviews
When you go to buy a new product or service what is one of the first things you do?
You check the reviews and testimonials.
According to a report by Spiegel Research Center, nearly 95% of consumers read online reviews before making a purchase. Similarly, 92% of B2B buyers are more likely to purchase after reading a trusted review (G2 Crowd and Heinz Marketing, 2017).
So getting your customers to comment on their experience, whether that is a written review or in a video, will add credibility (in the form of communal review) as well as authenticity to your website.
Also, take the time to respond to reviews as 89% of consumers – according to BrightLocal – read businesses’ responses to reviews. Just how you deal with customer reviews (good or bad) gives potential prospects an idea of how communicate.
In summary, adding personality to your B2B website can help boost trust and help your business to stand out against the competition. You want visitors to respond positively when they land on your website, so nailing the first impression is essential.
If you want to find out more about B2B website design and are using HubSpot, why not check out our HubSpot Website Design eBook?