As part of an ongoing brand positioning project, we decided to tackle a new website design. I'm very pleased with the result and happy to announce it's now live! The goal of the new site was to showcase our high-end brand, express our friendly approach to analytics, and concisely articulate our business value.
Homepage: Focus on typography
So often in this industry we hear the line "I just don't understand what you do". I wanted to kill that once and for all, at least for Numerify. To my advantage, we're witnessing a strong emphasis on typography in the web industry right now, so I decided to leverage that. Working tediously with our copywriter, we came up with the line We help you simplify IT with hassle-free analytics. I was able to show off the site at an event in Las Vegas last week, and I'm proud to say - people get it.
Introduce the product with context
Now that we've established what we do, and why companies need us - I wanted to get straight to the point. The next scroll down the homepage reveals a slick animation of our core product features. It's absolutely crucial connect to value to reality. People want to know what their life will look like using your tool. In a world of noisy software vendors, we have to be concise, and compelling. Check out my previous blog post for a more detailed explanation of the product.
New Product Pages: Telling empathetic stories
This is where we've struggled in the past. Numerify has a lot of products, and we've confused our web users with multiple divergences in the past. The data proved it. Thankfully, we have bread and butter. It's the reason 95% of companies engage with us. We call it IT Service Analytics.
Make our core product feel like a unified solution
We were able to cut the fat, and focus on our core product ( IT Service Analytics). But, there was still a lot going on. Even within this product, there are a lot of facets and details. Putting on my product marketing hat and working with other product team members, we were able to boil it down to 3 features. Operations, Change, and Service analytics. These basically map to different roles within an IT organization. With this in mind, I developed a sub-nav tab structure to highlight these features. The best thing about it is that the 3 tabs don't feel like different pages. It feels cohesive. It gives the sense that the fusion of these things are key to getting value from Numerify.
Tell users what they'll do with our product
Something I've preached on for a while is that we have to tell a story with our product page. What will users do with our app? What will it feel like? What will they click? What will they get out of it? Product usability and business value all expressed in one place. I developed what I call an action-oriented, blended product story. In the past, users might have to visit 3 separate web pages to get this information. Today, it's all in one place.
Customers Page: Brand awareness is mutual
For such a young company, Numerify has an all-star cast of customers with some stellar results with our product. The vitality of our company relies on sharing their success stories. It was very important that we got this page right. I recognized the content had to be polished, but I knew it had to feel like something different.
Connect brand outcomes with Numerify
The general public often pictures IT teams in a dark basement surrounded by server racks. Most don't realize that they are only 1 step removed from enabling the product and brand experiences we have become accustomed to. It's time to give them some credit. The new customer landing page I designed purposely implements a slick background hover effect that highlights the companies core offering. It's a tribute to these standout IT teams, but it's also a hook for our prospects.
Engage our audience with captivating stories
Once a logo is clicked, a succinct customer story appears. The narrative is designed to be empathetic. The stories express the pain these companies felt before Numerify, and the return on investment they're seeing with our product today. We tie in related content to each customer page as well, such as a webinars or detailed case studies they participated in with us. The page has an e-magazine feel to it so users can easily slide to the next story. The idea is to keep the audience engaged with each fluid scroll or swipe.
I believe we've created a site that escapes traditional B2B norms. It aligns with my ongoing desire to bring some delight to the workplace (especially to our IT audience). I encourage everyone to check out the live site at numerify.com.