No one said that building a website is easy. But when it is the largest project of the year, with tonnes of money at stake, repeating age old mistakes can be a reason for blunder for your B2B marketing success. Definitely, design mistakes are one of them. It’s similar to what Einstein once said, “doing the same thing over and over again but expecting different results”.
So what are the common design mistakes that can affect the performance of a website or other marketing effort? Let’s discuss:
1. Is copy a design element, NO
Have you browsed through different manuals and brochures and found it unreadable and a sore to your eyes. Keep it simple and maintain a consistency of text, do not convert a plain text into a hyped design material.
2. Using copy lines across a full page from left to right
Have you heard the rule of B2B email marketing success; do not use more than 70 characters in a single line including spaces. Use small sentences with crisp content for targeted messages.
3. Picture perfect
How often have you looked at whitepapers and expected a visual that would lighten up the website pages, landing pages, printed materials and emails. A dash of visual in your design would just add comfort to whatever is being said. Add it!!
4. Big and Long! Boring
Make it crisp, short and sweet. All good things come in small packages, follow the rhythm and present the message. Serious B2B buyers would definitely love it.
5. Ignoring call to action
Guys, call to action is one such design element that every B2B marketer should make prominent and clear. It increases the response rate for printed materials like letter, sales sheets, data sheets and many more. Do not take it lightly.
6. Light over Dark, Lost
Last but not the least a very minor, mostly repetitive mistake of writing copy in light colours and posting it over a dark background. Your readers are not nocturnal animals, be smart and test colours before going online.
So, next time do cross-check the design elements that in some way or other would help boost and your B2B marketing success. Till then, cheers!!