6 Foundational elements of any tech company website redesign

Kevin Mullins

At Atomivox, we love technology and innovation, and we love working with tech teams. From app mockup designs, to brand development, and technology websites, we’ve done our fair share of technology-related projects. In fact, some of our biggest growth stories over the past 6 years come from inbound marketing work with tech industry partners.

Technology teams make great digital marketing partners. We grab any opportunity to tackle a tech company website redesign. Software engineers know how to master a code base and technical environment. Most rarely think about, or care to learn, digital marketing. They just want to ship great software. They play their part and we get to play ours.

Here are 6 foundational elements we’ve learned that must be present to make your tech company website redesign a success.

Photo by Andrew Neel from Pexels

6 tech company website redesign must haves

1. High quality images and videos

Once, we redesigned a modern website for an enterprise technology consultancy. The UX was solid; the copy was crisp. At the end of the project, all we lacked was media. We offered to come and shoot professional team photos and video footage. Instead, we got crappy photos and video from an iPhone. Their weak media ruined a strong corporate website design and smothered their digital marketing strategy.

Your team might be so focused on the intricacies of a complex digital platform that the media you use for your marketing assets, e.g., website design, email templates, and branding can often take a backseat. Professional media amplifies a professional web design. Don’t ruin it with amateur selfies and grainy video.

2. Easy website communication

Beyond essential information about what you do, visitors want to know who you are. They want to “put a face to a name” and peek behind the curtain to meet your team. It’s vital you come across as friendly and approachable, even if you don’t enjoy talking to customers. In a study compiled by HubSpot, they found, “the four most important (and most-visited) pages on a website are,”

  1. Home Page
  2. About Page
  3. Blog
  4. Contact Us Page

Talking with customers can be inconvenient. But if you want website visitors to turn into prospective customers, you need to prioritize ease of communication where it counts. We’ve seen tech brands make it nearly impossible for visitors to communicate on their website. Then marvel why they get no leads.

Optimize your user experience for easy communication: chatbots, smart forms, calls to action, phone numbers, and email addresses. Then make sure you have a team member available to respond.

3. Consistent blogging

One of the most effective ways to build brand awareness and authority, while also supplying your target audience with relevant content, is through consistent blogging. Why do so many technology companies discount or ignore this powerful strategy? Unless you’re willing to spend a fortune on paid ads, blogging is the best way to drive traffic to your site.

Imagine, you’ve assembled a world-class software engineering team with enough technical talent to rival NASA. Current customers love your knowledge, you’re winning awards, and writing popular code repositories on GitHub. There’s just one problem: future customers, i.e., your ideal customers see none of that. Why? Because you’re not sharing your knowledge in an easy, discoverable way.

blogging inbound
Courtesy of HubSpot

Even if you’re the best software development company on the planet, you can’t ignore the “Attraction” stage of your marketing. If you’re about to redesign your company website, make sure you incorporate consistent blogging. Your knowledge will attract website visits and showcases your expertise, transforming visits into marketing leads and sales.

4. A unique design personality

Here’s another quick tip we stand firm on as a creative agency. Just because the brands and websites of the big global consultancies are boring, doesn’t mean yours should be too.

There seems to be an unspoken rule in the tech industry. If you’re in B2B, your website must be tedious and uninviting. No creativity, no character. Just black and white. And words. Lots and lots of words. Not just any words. Boring, jargony words that make people’s eyes glaze over. Be different.

Photo by Chait Goli from Pexels

Give your website some personality and design flair. Incorporate elements from modern web design trends like bold fonts, soft shadows, microcopy, design mixed with photography, immersive 3D elements, to name a few. At the very least, add some color. Redesign your brand if you need to. Remove friction.

As we’ve mentioned 48% of people determine the credibility of a business by its website design. A professional, modern website design maximizes your chances of your target audience wanting to work with you — if you let your style and personality shine through.

5. Solutions over services

We see this one all the time. Teams specialized in certain technologies, development languages, or service types often market themselves solely through the lens of services e.g., iOS, PHP, Python, Java, or Javascript. There’s nothing wrong with emphasizing what you know. But that isn’t how your target audience is thinking.

Your prospective customers have a problem in their business and they need someone to help them fix it. They don’t necessarily care if it’s solved with Java 8 or Scala. They just want a solution that works. Position your brand as a solution-oriented expert and they will defer to you to make those hard decisions. Which puts you in a much stronger position and leads us to…

6. Content strategy

This final redesign tip is probably the most important and the hardest to pull off. No, it’s not the CMS or development, the SEO strategy, or the UX; it’s a comprehensive content strategy, also known as a brandscript.

Many companies invest thousands in their brand and B2B website design with little ROI to show for it. It’s frustrating knowing you have an amazing product or service, even life changing, that no one knows about. The problem, according to Donald Miller, best-selling author of “Building a StoryBrand,” isn’t what you’re selling. It’s what you’re saying. Or not saying.

“People are not drawn to the best products and services, they’re drawn to the ones they can understand the fastest.”

— Donald Miller, author of “Building a StoryBrand”

People are hard-wired to think in story, but few of us know what makes stories work. Donald Miller wrote a book about it. According to him, when you understand how the human mind processes story, you can use storytelling techniques to write more effective website copy, email blasts, presentations, and elevator pitches.

Ever wondered how some of the best marketers cut through the noise and grab hold of prospects’ internal motivations? They’ve mastered the power of storytelling.

“Story is the most powerful tool in the world to captivate the human brain. When you learn to use story in your brand’s communication, your customers will finally pay attention to what you’re saying.”

— Donald Miller, author of “Building a StoryBrand”

Pulling it all together

So, there you have it. 6 fundamental elements we insist on before redesigning a tech company’s website. Sometimes we win and the leads come pouring in. Sometimes we lose because our customer had their own game plan in mind. But we’re never silent.

Our clients know going in that they’ll always get one thing from Atomivox: the truth about what works. The combination of these elements work. Want them to work for you and your business? Let’s start a conversation.

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