What does your website say about you?

Plan-b are Business Continuity Specialists, a leading New Zealand-owned B2B company who manage and protect critical data for businesses, safeguarding against anything causing expensive downtime.

They came to us with a website that was in desperate need of a refresh. It had an old-fashioned, heavy, dark design and was cluttered and confusing, making it difficult for visitors to find the information they needed. In short, it didn’t do their service justice. Business Continuity Specialists, like insurance agents, sell peace of mind. But instead of establishing credibility, their site scare-mongered visitors with images of lapping flames.

We proposed an overhaul. The whole look of the website needed to change. We chose a light, modern colour scheme, and used the teal from their logo to thread their branding through the site.

As your website is often the first port of call for prospective clients, it’s important it reflects your brand. This strengthens your brand, clarifies who you are and what you do, and gives your brand authenticity and credibility. In this case, it also immediately gave the website a more corporate feeling.

To simplify Plan-b’s site navigation and improve usability for visitors, we broke their services into 3 main categories, colour-coded the content, and gave each section its own personality. This let visitors understand at a glance who Plan-b was, and how Plan-b could help their business. To appeal to existing customers and prospective customers alike, we improved the interactivity of the site with large, clear buttons that enabled them to source information, request assistance and assess their own risk.

To convey the sense of credibility so conspicuously absent in Plan-b’s previous site, we created a bar of live statistics that showed how much data they were protecting, with digits that revolved as the information changed. We also implemented a live news feed with regular updates with links to Plan-b in the press, and featured testimonials from well-known brands that use Plan-b to secure their IT platform.

To differentiate Plan-b from their competitors and bring some personality to their home page, we created a series of quirky images based on the concept that “Everyone needs a Plan-b”. These were shown as a large revolving banner that introduced visitors to the site. As well as injecting some humour, the images brought the name Plan-b to life, making it more memorable for prospective customers.

Once live, the website became a clear online brand articulation of Plan-b, and an effective sales tool.

If your business’ website isn’t saying the right thing about your brand, it could be costing you customers and damaging your reputation. To see how your current website can be improved to attract more visitors and increase sales, call Steve Ballantyne on 09 950 2144 or 021 744 960.