Raincastle's Web Design & Marketing Blog

DrivingRain

Posted by Paul Regensburg on Apr 14, 2015 8:36:00 AM

Use Ambient Video on Your Website to Enhance Your Brand

Much like last year when websites with Parallax scrolling took off, we're seeing a growing number of sites using video on their websites, in new ways, to enhance their brands. But rather than, and in some cases in addition to "talking heads," we're seeing "ambient video."

Ambient video is background video whose purpose is to establish a visual brand identity. While words and still images do the heavy lifting in terms of creating messages, the addition of web video can provide an emotional resonance that can help an otherwise purely rational brand become a more emotionally satisfying user experience.

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Tags: web design / B2B / video / brand / web video
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Posted by Paul Regensburg on Mar 16, 2015 7:55:00 AM

The Five Most Relevant B2B Website Trends in 2015

Watching "Seinfeld" and then "Curb your Enthusiasm," has taught me to look for the universal truths, if not humor, in the mundanity of everyday life. Web design has as much mundanity as any other profession, but if you look carefully, there are patterns or trends (in addition to Responsive Design) worth noting that can help you transform your website from mundane to magnificent.

Content Now Drives Design
This may sound obvious today, but for most of the history of the web, we (web designers) designed the site first and fit the content in later. This is how it went:

  • Define your information architecture (site map) and navigation;
  • Layout the various design templates, which represent the different standard page types, i.e., About, Products and / or Services, Solutions, Contact Us with a form, etc;
  • Write copy;
  • Define visual assets;
  • Drop lengthy copy and images into template.

With this process, design could sometimes be a formulaic exercise.

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Tags: web design / B2B / trends
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Posted by Paul Regensburg on Jan 28, 2015 9:56:00 AM

Brand personality: who really cares?

I don't mean to be flippant.

Many of our clients are B2B businesses founded or led by engineers, scientists or Harvard or MIT educated business people. Some are all of the above: smart, left brain visionaries, serious and focused. Often on the bottom line.

So why would something so touchy feely, so ethereal and hard to quantify as brand personality be something they care about?

Everyone wants to be Apple.

Everyone wants to, "Think Different."

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Tags: B2B / branding / copywriting / content creation / design / brand / design and business
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Posted by Paul Regensburg on Jan 21, 2015 1:31:00 PM

How to Build B2B Websites That Serve Multiple Audiences, Part II

In "How to Build a B2B Website That Serves Multiple Audiences, Part I," I discussed the B2B branding and website design implications of how to create a website that effectively speaks to two or more disparate audiences. In this second part, I will adress this "multi-audience" web problem from the perspectives of information architecture, content creation and SEO.

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Tags: B2B / information architecture / SEO / content creation / website / trends
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Posted by Paul Regensburg on Jan 6, 2015 4:46:00 PM

How to Build B2B Websites That Serve Multiple Audiences, Part I

Maybe it is the function of the multi-product, multi-tasking, multi messaged nature of businesses these days but it seems that practically all of our clients share a common problem, which is how to create B2B websites that effectively speak to two or more disparate audiences — without diluting the user experience for each of those audiences. In this two-part blog post, I will address this "multi-audience" web problem, which spans brand, design, information architecture, content creation, and SEO.

B2B Branding for Multiple Web Audiences

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Tags: web design / B2B / content creation / design / responsive design / website / brand / trends / branding for websites
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