Creating Websites People Love
We create websites people love. Of course I can’t say that officially — although it’s true — as HubSpot has already created a great campaign around “love.”

As we’ve been designing a new website for ourselves, we’ve been giving thought to what makes a website people love. The obvious answers are that it generates leads, is easy to use and maintain, performs well, contains relevant content and looks good. Marketers might add that it needs to be interactive, have calls-to-action buttons and enable users to interact. While we focus intently on all of that, we have found that what makes a website people love is to bring emotion and a sense of purpose to the web experience, which is derived from a supporting brand that embodies these deeper attributes.

Our recent work for AirStrip, a mobile healthcare company is an example in the HubSpot/IBM mold. AirStrip is filled with passionate physicians, technologists and other healthcare professionals who have a sweeping vision for improving the American healthcare system through mobile technology. We harnessesd that passion into a powerful tagline, “HealthCare Transformation is in the Air,” which distilled their passion and goals and tied back to their name and to mobility. What makes the AirStrip website “loveable,” aside from the increased traffic they’ve seen, is that the brand tagline spawned a whole language, i.e.,

- Healthcare mobility is in the Air
- Better Quality Care is in the Air
- Clinical Efficiency is in the Air
- Improved Performance is in the Air
As web designers, we see our job as “bringing company brands to life… on the web.” More often than not, we are provided copy, which is written by engineers or others steeped in the one hundred percent buzzword compatible terminology dictated by financial goals, product details, perceived customer expectations, loss of objectivity or leadership that hasn’t articulated a higher purpose. Even great graphic or interactive design can’t transform mundane language or undifferentiated notions. People see right through that. Our most successful website projects are collaborations with organizations that have articulated, or are open to doing the work to articulate, a brand that in some way can be associated with improving people’s lives, and carries both emotional as well as business weight.

Want people to love your website? Give us a call!