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The importance of design continuity


Devin Alexander


May 21, 2021

"Design adds value faster than it adds costs" - Joel Spolsky.

Imagine for a moment that you are browsing the web for a new shirt, and you see an incredibly well-produced ad that makes this shirt seem like the only one you'll ever need. You click the ad and land on a barely functional page, poorly made and very distracting. Your first thought is most likely, "now I don't want this shirt."

Imagine that you signed up for a demo of the latest SaaS sales solution. The website was compelling; the copy checked all the right boxes to prompt you to take action. Then you receive your demo. The software design is very counterintuitive and looks like a one-person team with the budget of a school lunch drafted it over the weekend. Would you buy it?

Now, imagine if you didn't have that disconnect from A to B. Most SMB B2B companies believe that most of the design budget is spent on the outward appearance to attract the most attention. While it's true that your outward appearance should be top-notch, replicating the same level of design throughout the sales journey creates a seamless experience.

What would a truly seamless experience look like?

The advertisements and social content are well-produced, with compelling copy. The web pages these assets lead to are of the same quality, if not better, to further prompt action. The sales pitch and demos replicate the standard of the assets that got the prospect to this point. And, finally, the deliverables meet or exceed expectations.

Before joining ContentOne, there were many instances where a client had me design their digital branding and then utilized another vendor to create their website, pitch decks, etc. The other vendors often ignored the branding we created, sparking a disconnect between assets. I made it my firm policy that if the client brought in a 3rd party to develop assets, they follow other assets' design, not for my sake, but the clients.

Nowadays, that problem doesn't come up. Most clients prefer to stick with us for all assets, for continuity and the standard we create.

What's a good solution?

One of the reasons we created the Marketing Retainer service is to ensure quality throughout assets within the sales journey. Our core design team shares all assets between each other, the baseline design direction is maintained throughout.

A vital piece of data circulated widely around sales circles is, "copy is king." While this is true, Steve Jobs would have never imagined Apple's marketing slogan "Think Different" placed on an awfully crafted pamphlet.

The basic message from this isn't that every asset needs to be perfect. But at the minimum, your sales assets should be modern, sleek, and up to the industry's standards.

We often probe through our clients' competitors to see how much they are investing in design. You can quickly tell by viewing their site, ads, social pages, and other assets. Suppose our clients' competitors, especially those dominating the industry, are investing a lot in their appearance and message. In that case, our clients need their designs up to that standard to break through the market.

In summary, invest in consistent design throughout your sales assets. It will create a seamless sales journey that leads to higher close rates.

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