If you’re a B2B business, you’re probably used to all business all the time. But what if it wasn’t actually supposed to be that way, especially when it comes to web design? What if there was another way to make business happen without all the boring business tropes, blocks of jargon-y text, and corporate suits spilling corporate speak?
Good news. There is another way: storytelling. Some people might think storytelling in web design is limited to those in the exciting, sexy world of B2C, where an individual customer is the target audience. However, this method of designing is not solely for the B2C sector. It’s time to think about storytelling in web design as a way to market to everyone. After all, storytelling adds a human element, creating a design that tells a story. That human element will connect with the business owner who will buy your product, the buyer who is sick of boring sales ads, and the department full of people who need your product. Storytelling in web design not only has a place in B2B design, it’s becoming the better way to market.
Understanding the B2B Landscape
Times have changed, and successful B2B companies are now focused on connecting with the person who makes the decisions at business instead of pretending that an abstract business entity somehow doesn’t have a human component. Effective web design can be done much in the same way that B2C targets its customers. Don’t overlook the potential impact that traditional B2C tactics such as storytelling can have on brand perception, customer engagement, and conversion rates.
We would be remiss in not acknowledging the fact that B2B does have its unique challenges and considerations that cannot be ignored. However, the evolving expectations of B2B buyers demand compelling brand narratives. Boring in B2B no longer sells. It needs to captivate, provide meaning to the end user, and leave them with a higher reason for choosing your product or service - not simply just because it's a means to an end. Storytelling in web design is one way you can accomplish that.
Benefits of Storytelling in B2B Web Design
There are several benefits to storytelling in web design, specifically in B2B. Storytelling has a way of humanizing brands that often don’t have a big human component. By humanizing the brand through the art of storytelling, the brand is then able to establish an emotional connection with its target audience. And guess what? Emotion sells.
A good story will not only create a connection, but it can help establish trust between the buyer and the business, cultivate brand loyalty, and stand out among competitors in a competitive market. For a lot of businesses, the B2B website is the storefront or the first place that a would-be buyer will interact with your business. Having storytelling in design is a great way to capture your audience’s attention and lay the foundation for a relationship that will last.
Tailoring the Story to the Audience
Although we alluded to storytelling in web design functioning quite similarly for both B2B and B2C businesses, it is critical that you know your audience and tailor your story and design to them. You can unmask your audience by identifying key buyer personas within the B2B space, which will help you know exactly who the target customer is.
Examine what your target buyer’s likes and dislikes are, their specific pain points, problems, aspirations, and goals. Discuss strategies for crafting narratives that resonate with those buyers, the key decision-makers, influencers, and end users. From there, you can begin to create a plan for your story that’s designed to resonate with your audience.
Personalize for B2B Audiences
Additionally, when tailoring the story to your audience, you will want to specifically personalize your content for your specific B2B audience. Consider the industry that the business operates within, the role of the buyer and what they’d be looking for as well as the buyer’s journey. Invest in dynamic content that adjusts to the unique needs of your visitors. Responsive design is a must, but you’ll also want to offer targeted segments that speak directly to the needs of your target audience, especially if you serve more than one.
Integrating Storytelling into Web Design
You may be wondering how it's possible to integrate storytelling in web design because too often people only think of stories in black and white words on a page, the story in a movie, or in the words of a song. However, those mediums offer hints as to how you can integrate storytelling into web design.
Web design can benefit from visual storytelling techniques, such as using impactful imagery and adding short videos or even music. These elements can connect with a user in a way that few other mediums do: they activate emotion, which is one surefire way you can connect with your audience. Additionally, B2B storytelling can even help with SEO practices that can help your brand get seen.
Furthermore, content hierarchy needs to be evaluated and placed appropriately. Don’t bog down your brand’s story with information the audience doesn’t care about. Make navigation simple so it’s easy for your audience to get where they’re going, and create a user experience that not only makes your site easy to use but in a way that shares the people behind the brand, and creates a cohesive story that connects your brand to the user.
Measuring the Impact of Storytelling
Storytelling in web design is an excellent way to connect meaningfully with your audience, deliver a better user experience, and still reach your B2B customer — but don’t just take our word for it. You must implement key performance indicators (KPIs) for evaluating the success of storytelling in web design. You may want to conduct A/B testing to see if one story resonates with your audience better than another. Evaluate, adjust, and reassess using dynamic analytics tools and methodologies to track user engagement, conversion rates, and brand sentiment.
Budget Considerations and ROI
When considering the allocation of resources and whether to add to the budget storytelling in web design, evaluate the current performance of your website and its ROI. Realistically, a talented web designer should be capable of weaving a story into design. In fact, their creative side is probably screaming to do it. If you’re able to show a positive return through KPIs and A/B testing, a leary CMO may be more apt to keep it in the budget.
Make Storytelling in Web Design Part of Your B2B Story
Ready to get started with a new way for your website to reach your B2B customers? Contact us at The Creative Momentum. We can’t wait to get to know you and get started on your project. Just fill out our short form and we’ll be in touch!