Not two websites are alike.
We say it a lot, and for good reason. Good web design is truly artisanal, and good websites cannot be mass produced.
Of course, this unique approach towards design means that the websites we produce for different industries each have different features and considerations. Nowhere is this more obvious than with tech, a sector which requires special attention and expertise from web designers and developers.
Here’s how Kooba deliver special results in the world of tech.
Showing the product
Unlike other industries, tech companies often sell goods and services which are truly unique, new, and innovative. More often than not, the target audience of these products will be slightly unfamiliar with what they actually are.
A great website can make a massive difference in educating, and then converting, these customers. Take, for instance, our work on the Taoglas site. Here Kooba needed to provide detailed explanations for a variety of advanced antenna and cable equipment. We accomplished this through a product-centred information architecture, downloadable product sheets, and custom built antenna and cable building tools. All of these resources provide direct value to Taoglas’s target audience, giving them the information that they need to convert into leads and customers.
Getting results
For an engineering firm like Taoglas, the product details are the selling point, but for HOLOPLOT, Kooba needed to focus on the benefits that users could gain from their innovative audio technology. Instead of explaining how HOLOPLOT’s sound system can deliver focused and controlled sound to different areas simultaneously, we decided to show why that could transform event experiences for their clients.
The HOLOPLOT homepage highlights specific use cases of their patented technology (including in the Las Vegas Sphere), and shows how it can be applied to a variety of event experiences. Of course, the website also provides details on the technology itself, but the focus is always on the upside for the client.
Quality is quality
Different tech companies might require different marketing strategies (and hence different website designs), but all of them have one thing in common, a demand for an exceptional user experience (UX) and digital performance. Unfortunately, users will always associate the quality of your presentation with the quality of your product. It’s not exactly fair, but slow loading times and confusing layouts will affect how users perceive your technology, and will influence their decision to buy your product.
The key to solving this problem is simply excellent UX design work, and a performance centred development process. This provides users with an experience that matches the quality of your technology, and accurately reflects your high technical standards.
Delivering growth
As always, it’s worth remembering why you have a website in the first place. For most tech companies, this boils down to generating leads and customers. This is obviously easier said than done. Your business model may require you to sell your product in a variety of different ways, depending on the details of your technology.
Take TitanHQ for instance, who provide demos and quotes to prospective businesses depending on their exact cyber security needs. For their website, Kooba built an interactive costing calculator, and created a “pricing” page with details of TitanHQ’s entire product library. By aligning TitanHQ’s website design with their specific sales strategy, Kooba could optimise the user experience, leading to improved conversion rates and more inbound customers.
Different, and the same
In the world of tech, displaying and communicating the value of the product is perhaps more relevant than anywhere else. However, the way in which this is accomplished varies widely from firm to firm. As Kooba’s experience shows, good web design needs to respect and reflect these differences. It also needs to remain focused on the central KPIs that drive growth for the client, namely leads, sign-ups, and sales. Perhaps most importantly, your website should be built to the same standard as your product, serving to accurately reflect and develop your brand.
