The Significance of Brand Alignment for B2B Enterprise Websites.
The Challenge:
Enterprise startups often describe themselves as best-in-class and thought leaders, but their websites give off a startup vibe.
For instance, if you're urging customers to secure their corporate network with your cybersecurity platform or rely on your AI-based software for data analysis, your company needs to exude trustworthiness. If customers perceive you as a "startup," they may focus on your company's background instead of asking the right questions about your products and services.
Customer's First Touchpoint: Your Website
42% of new revenue originates directly or indirectly from your website.
37% of customers will leave due to poor website design.
46% of customers assess your business's credibility through your website.
94% of first impressions are design-related.
A strong initial brand impression is crucial for driving sales-qualified leads through your website.
Three Key Website Errors:
Visual design that fails to reflect the maturity of your products and target customers.
Use of generic stock photography and icons, which should be edited or repurposed to avoid a cookie-cutter look.
Branding on your website not aligned with your internal perception of your brand. Your website may appear to lack a dedicated marketing team, despite considering yourselves as "thought leaders."
Importance of Brand Alignment:
Differentiate from competitors.
Position yourself as a forward-thinking solution while demonstrating maturity to replace incumbent providers.
Reduce friction in the sales process by presenting yourself as a mature organization, facilitating the champion's internal selling efforts.
Improve overall perception, aiding product/service sales, talent acquisition/retention, and investor valuations.
Attract larger customers by creating a website that makes your organization appear much larger and more established than it actually is.
