In the B2B tech industry, your website needs to do more than function as a virtual billboard for your business. It has to deliver a compelling reflection of all you have to offer as a company. From branding to user experience, every component of your website acts as a powerful connection point with your customers. When a website falls out of step with who you are, it effectively becomes a drain on your business.
For the supply chain data management firm TealBook, their website was no longer serving the firm’s business. Beyond a few visual touchstones, the site was hampered by its information architecture and lacked a clear brand presence. At a fundamental level, TealBook’s website failed to communicate crucial details about the firm and the problems it resolved for clients. TealBook needed a total makeover — and fast.
TealBook was ready for an overhaul of the firm’s branding and website, and the firm needed these updates completed in time for an upcoming product launch. Through an effective combination of design expertise, experience, and skilled project management, TealBook received the comprehensive redesign they needed at a pace the marketplace rewarded.
With TealBook’s aggressive deadline, we compressed a rebrand and redesign into a single project at an accelerated pace. The schedule was twice as fast as typical branding and redesign projects, which required consistent, rapid communication between both sides of the engagement.
Collaborating to create a site redesign and brand refresh is impossible without trust on both sides of the engagement. Research and competitive analysis of the firm’s B2B market formed the foundation of our discussions, and our Velocity Workshop allowed TealBook to recognize the firm was in good hands.
“We felt as though they (Clear Digital) had become TealBook experts before we even had that first conversation,” said Stephanie Atkin, Vice President of Marketing at TealBook.
The content of your redesigned site is inevitably informed by the content your firm has in place. Below are a few questions you should be prepared to address. Even if you can’t find all the answers in the workshop, these topics provide food for thought about your content needs.
Plus, the logo posed usability problems for the brand’s marketing team. When they tried to translate it to a different channel like social media, the team had few options to fit the thumbnail dimensions of those platforms. When the firm’s programmers tried to reduce the logo to initials, there was little about the typeface that stood out.
TealBook incorporates advanced technologies like AI and transforming data into its solutions. It needed a logo that better reflected the nature of its business. For the new logo, we retained a similar color scheme, brightened the shade of teal, and added initial caps. Then, we created a distinctive icon that accommodated the firm’s needs for thumbnails to fit other applications.
With the initials of the brand formed from connected lines at offsetting angles, the new logo better reflects the brand’s focus. The original, teal and black color scheme was retained and, with the curved details of the “B,” the logo evokes stacked books.
TealBook’s previous website aimed to reflect the brand’s name with muted tones that included shades of gray, gold, and a light teal. For the redesign, the firm wanted to pursue a bolder look.
The new site incorporates elements of black and pinkish red with the company’s brighter shade of teal as the dominant color on site pages for a livelier visual presentation. To further energize the page, we moved away from the firm’s original use of stock photos to illustrate TealBook’s product pages. Instead, we switched to custom illustrations throughout the page design that featured bolder colors to deliver a more vibrant experience.
Incorporating motion into your website encourages engagement and creates a more dynamic user experience. For TealBook’s redesigned website, we introduced gold grid patterns with a subtle animation effect that adds a greater sense of depth to the page as users scroll.
Infographics provide a valuable means to communicate details about a brand in a scannable, engaging way. On both the home page and solutions page, we designed two interactive infographics to further illustrate TealBook’s business. The graphics draw the eye of prospective customers with elements of motion communicating details about supplier data and the company’s perspective on procurement.
To create a more interactive experience, we designed an animated chatbot. Called TealBot, the character dates back to the company’s beginnings when a team member drew the robot in their office. The firm was eager to incorporate the character further into its branding.
We further refined the look of TealBot to connect it with TealBook’s updated branding. Now, the character appears on the landing page, any 404 pages, and as a standalone feature for user support. Along with reflecting the firm’s history, TealBot introduces a playful, engaging element the brand hadn’t previously showcased.
TealBook’s previous site used WordPress, but the architecture failed to consider the firm’s multiple audiences. Plus, the backend experience was difficult for TealBook’s less-technical internal users to update and maintain the site.
For the redesign, we created a WordPress theme that incorporated flexible, component-driven design to streamline site updates. Whatever the firm’s need, their content team can use these premade elements to design and publish new content pages quickly and easily.
TealBook’s previous site was also difficult for users to navigate to find what they needed to know about the firm’s products. With a newly designed sitemap as a guide, we created an information architecture that grouped the firm’s products and solutions in a more intuitive way.
The new TealBook site organizes the firm’s products by data type and platform and solutions by use case, team, and industry. As a result, the site offers not only a refreshed design, but a more intuitive and usable experience for the customers the firm needs.
After delivering such a comprehensive shift to TealBook’s marketing reach within an aggressive timeframe, the firm was eager to see results. “We were able to experience a return on investment within the first 15 days of launching our website,” said TealBook’s VP of marketing. “It was an incredibly fast and optimized visitor-to-lead conversion.”
When your firm’s website delivers an accurate, engaging experience that captures the essence of your brand, you can see the same results.
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