In fact, a Forbes survey found that B-to-B purchasing decision-makers consider the brand as a central rather than a marginal element of a supplier’s value proposition. Their survey found that decision-makers say the brand is almost as important as the efforts of sales teams in encouraging them to make out a purchase order.
As visual storytellers, we are always looking out for exciting new online tools and techniques to build strong digital brands. Up until fairly recently, for the most part, websites have guided users down the navigational path using the “page paradigm.” On a typical site, one is met with a top navigation, and dropdown menus that when clicked transport you to an internal page that has the limited content predefined by the information architecture. This has been fine overall and we’ve built and continue to build many successful websites using this approach.
Recently, we had a meeting with an organization seeking a new website.The prospect related with some angst, the multiple conflicting goals of the organization and the difficulty they’re having assuming a leadership position in their market.
In — what we’re all hoping are — these post-recession days, we’re happy to be seeing a lot of activity from companies wanting to remake their long dormant websites. When I get to the point in the conversation in which I ask about the investment they wish to make, the answer is often gray. The subtext is that they will let the market dictate price. Following are 5 points I recommend companies gain some certainty around, prior to speaking with potential web design and development partners. Being clear on these points will help avoid ambiguity and aid in identifying the best firm for the job, which may or may not be the low price option.
© Copyright 2025
RainCastle Communications, LLC
