With up to 70% of the buyer’s journey complete before a B2B buyer even initiates first contact, you should consider your website as your single most important marketing and sales asset. It’s obvious really, but if your website doesn’t look, feel, or live up to who you are, what you stand for, and where you want to get, then all the marketing in the world could fall flat on your homepage doorstep.
To do justice to your brand online and give your marketing efforts a powerful digital platform, you should never compromise on clear brand positioning, cut through messaging, thoroughly planned UX with well defined user journeys, a visually powerful and engaging UI, thought leadership content, and an air of authority and confidence in every detail. That’s our holy grail that we strive for in each website design project we work on with our clients. Here’s how we deliver it.
We believe that every business and every brand is unique. And if a website is where a brand comes alive online, then there is no one size that fits all and no website template that fits all. A great B2B tech website communicates a voice of authority, and engages with your target customer in an intuitive and user friendly manner.
We craft the whole website experience to the last little detail from scratch - every user flow, every page, every form and CTA defined, structured, designed and built to clarify and amplify what your brand stands for, and the value this brings to your customers.
Great B2B websites deliver results. You get your target customer to do what you want them to do - emailing or calling you, downloading a piece of content, or learning more about your brand and its benefits. Or any other sizzle you want to sell. It takes some of the load off your sales team or shortens the sales cycle.
Great B2B websites do this in a way that feels completely intuitive to the user. Millennials are the single largest demographic of B2B technology buyers today and they are digital natives with high UX and UI expectations. Ours are higher.
Great B2B websites are built on 3 pillars of equal importance - visually powerful design, intuitive UX and impactful onbrand messaging. Your website should not only look like you but talk like you too. The most successful brands care deeply about delivering the same experience to their customers at every touchpoint - from their website and social media channels to the sales process or marketing emails. All singing off the same brand hymnsheet, and to the same brand tone. That’s how we write your web content. And everything fully SEO optimised to make sure your new website is all set up for the search bots and their algorithms.
Mobile-first or desktop-first websites don’t cut it anymore for B2B tech businesses. They haven’t for a while. Good websites need to look great anywhere & everywhere. Your B2B customers check you out in their offices as much as on their lunch break or commute home. We design and develop fully responsive websites and we make sure that the bespoke design looks great and works seamlessly on all platforms.
We hear it all the time from the new or prospective clients - how hard it is to manage content on their website. For us, making sure our clients can manage their website content easily, is as important as protecting new website’s look & feel when it’s updated. Whether you’re on Hubspot or Wordpress, we make it easy for you to manage and add to your existing content, without having the need to call upon a developer (apart from the exceptions where we push the boundaries on a bespoke tweak).
It all starts at our discovery and stakeholder workshop sessions where we get to understand the people behind the brand, what the brand stands for and your vision of the future. We aim to clarify your positioning in the market, confirm the objectives, technical requirements and project schedule to make sure we share the same goals and expectations.
After analysing all the information gathered in the discovery phase, we deep dive into further research of online industry standards, industry content trends and relevant best practice UI & UX trends. The purpose is to define the new website sitemap, content architecture, navigation, user flows and art direction.
Based on the art direction, user flows and architecture defined in the strategy phase, we will design an exciting look & feel that’s distinctly ‘you’. We ensure your brand identity always shines through, and crucially that the eye is drawn to all the important bits. We explain our thinking, decisions and suggestions and based on your feedback, together we create your new online brand platform.
In this phase we create all the content needed for the new site in line with your brand tone of voice. The copy is fully optimised following best practice for on-page keyword optimisation. Having created the new website, we are fully in tune with what’s needed from the content perspective and we write all content to fit the designs, elevating and amplifying the brand’s authority throughout. We research and identify high value keywords, often creating content clusters and pillar pages designed and written to rank high for the chosen keywords.
This is the techie phase when we code all the page designs into pixel-perfect and fully responsive HTML and integrate with either Hubspot or Wordpress as the Content Management System. We make sure the CMS is set up in an easy-to-follow intuitive fashion that will make it easy for you going forward to update and add new content as needed.
This is the best bit! It’s when all the hard work comes together and is brought to live. We review, test and snag the website extensively in the test environment, and import all the content, set up all the pages, create all SEO friendly URLs and all necessary content links. We iron out the last few creases based on your feedback and once we are all fully happy with it, we launch the site (and brace ourselves for the flood of new traffic!)
Transforming a B2B enterprise technology brand and making behavioural learning famous across corporate America.
Making a fast growing IT brand famous in all the right circles from Silicon Valley to Dublin’s Silicon Docks
Generating buckets of leads and sales opportunities for a global travel brand through an immersive, multimedia, thought leadership campaign
“I was absolutely thrilled with the new website and brand positioning that Squaredot delivered. I truly feel like this is going to change the game for ETU and bring us to the next level. We’re already making inroads into corporate America as we now have the marketing foundation and strategy in place that’s primed for growth. We simply could not have done this without Squaredot”
“Squaredot took our senior leadership team on a journey of self discovery as we honed in on our brand positioning, marketing strategy, identity and place in the market. The resulting rebrand work, new website, creative, positioning and content assets are enabling us to realise our vision for the company which is to create a global brand that will resonate with our target personas. Our brand awareness has grown exponentially and we are generating Marketing Qualified Leads (MQL’s) that are a marketers nirvana.”
“We wanted a brand building campaign that would put us on the map, give the brand a warm personality, and get people talking about us. This campaign has achieved this and more. We have had an increase in conversations from events, people are asking us more educated questions, they are warmer leads! We have already doubled our overall traffic and tripled our returning visitors to the site.”
“We’ve been working with Squaredot for a number of years and we work very much as a partnership. They understand our business, B2B marketing and the inbound methodology. Squaredot worked hand in hand with us to create and deliver this end to end campaign, including the digital hub, eBooks, research and related content that delivered exceptional results for our business”
“Squaredot helped raise our profile in the market. With a limited total addressable market we had to make a splash with our content to help us establish the reputation of an industry thought-leader. We always felt in safe hands dealing with Squaredot and the results speak for themselves - we’ve even created an audience in New York that we’ve never had before, and that’s big.”
''We compete against some of the biggest tech companies in the world. So we need to be smart and efficient with our marketing budget. Squaredot have helped us with our SEO strategy, producing content clusters and pillar pages and optimising our website - all of which helps us rank higher on Google search results.”
We could wax lyrical about our understanding of the nuances of the industry and the competitive landscape. Or tell you how we cover every base from discovery sessions to winning accounts. Or we could point out the case studies success stories, the awards we’ve won, and the relationships we’ve built with our clients over the years supported by testimonials. It all points in the same direction - we help B2B tech brands get famous.
Our story is telling yours.
As a B2B marketing agency, that’s our remit, but just for this blog we’ll delve into the story behind the story and tell you a little about us. Specifically how we pivoted our position in the market and broadened out our service offering. Perhaps it might spark some ideas for your own brand.
Do brand guardians have the same consideration, planning and presentation for their brands’ digital homes? If an unexpected visitor shows up on your website homepage, how will they be greeted?
It feels petty discussing economics at a time when Covid 19 is indiscriminately rampaging through society. But we’re just a marketing agency, not front line heroes or scientists, so we’ll stick to what we know.
One day, it was business as usual, the next day, an existential threat started banging at our doorstep. For many B2B tech companies, you may have no reason to pivot your offering. But you will need to be sensitive in your messaging.