Raincastle's Web Design & Marketing Blog


Posted by Paul Regensburg on Jul 22, 2015 8:30:00 AM

Do We Work On Your Business or Your Website?

The other day, I saw a website for an agency that uses the tagline, "We Work on Your Business, Not Just Your Website." I related to the line's strategic positioning and have to admit to being disappointed that I hadn't come up with it myself.

What's In a Headline?

When I shared this with my team, I was surprised and intrigued to find that the headline sparked a debate, with several people noting that creative firms, including ours, collaborate more often with Marketing rather than the C-suite — unless the company is relatively small — and therefore saying, "We work on and solve marketing problems," would be more to the point; distinct from "business" problems.

Read More

Tags: marketing / web design / B2B / branding / brand messaging / design / rebranding / website / brand / taglines
0 comments / Click here to read comments

Posted by Paul Regensburg on Jul 15, 2015 8:15:00 AM

Five Examples of Great B2B Storytelling Websites

Good storytelling is the new frontier for the website.

As Responsive Design homogenizes the look and feel of websites (I love the usability but dislike the cookie cutter designs that Responsive Design so often engenders); now, more than ever, we need compelling content to break through the visual monotony and fuse the "brand experience" with the "user experience." This is especially true in B2B, where it is easy to "live above the neck" in a world of features, functions, dense and often technical content.

Here are five websites that successfully use compelling storytelling to build their brands.

Read More

Tags: B2B / user experience / website / brand / Web Design Strategy / branding for websites / brand storytelling
0 comments / Click here to read comments

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.

Read More

Tags: web design / B2B / video / brand / web video
0 comments / Click here to read comments

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.

Read More

Tags: web design / B2B / trends
0 comments / Click here to read comments

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."

Read More

Tags: B2B / branding / copywriting / content creation / design / brand / design and business
0 comments / Click here to read comments