Blog
Judgment and data for people running a B2B tech company that already works.
- The website as a sales engine
Why a B2B tech website goes stale in 18 months
Websites don't age because months go by. They age because the company changes faster than they do. Five causes, the signs that give it away early and a routine to avoid a full redesign every two years.
- Budget and return
What building your website in-house really costs a B2B company
Building the website with your own team looks free because no invoice ever arrives. But the hours, the salaries and, above all, the opportunity cost add up. A worked example with the assumptions in plain sight so you can plug in your own numbers.
- Brand at scale
One visual language for product, website and trade shows
When your product, your website, your booth and your sales deck look like different companies, customers notice. How to build a visual language, with a design system behind it, that holds up in every format.
- Running design and web
In-house, agency or subscription team: how successful B2B companies run design and web
Three ways to keep design and web moving, what each one solves, and the question that really decides between them: how much recurring work you have every week.