Building Familiarity On A B2B Website - Evervault
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Website
evervault.com
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Website Messaging
Messaging & Headlines (What works)
- Starting with the outcome based value props and statements, Evervault uses action words like Eliminate to drive home, the message
- The H1 in the hero section covers what they do in less than 8 words, which is now considered rule to play by in B2B websites.
- Following that, the headlines focus on what Evervault can be used for and how simple it is to integrate into existing systems.The No. 1 concern any business would have
- Straightforward verbiage that uses terms developers- their TG is familiar with
- The most important aspect of the website is to:
- Familiarize the users with the product
- Showcase the UVPs in the best possible way- visually
- Make the explainers as interactive as possible for memorability
- It is important for appropriate amount of terminologies and jargons to be present to not appear juvenile or uninformed.
- Copywriting is intentional and anticipatory of the user’s thought process.
Positioning
- Evervault is attempting to and succeeding in building familiarity in the minds of the TG.
- Evervault is marketed towards developers and that is made clear by:
- Addressing and calling back to developers in the copy.
- Visuals are mainly interfaces that developers spend most time on, coding.
- Visualization of encryption, making it furthermore clearer what they do.
Value Proposition
- Action words that have a strong impact with direct approach.
- Subheader has an introductory statement that explains in simple terms what the company does overall. This statement is outcome oriented.
- Putting into perspective the use case of the product overall, helping the user envision using the product.
- Rolling text animation that plays on loop with various scenarios to utilize evervault. This os also beneficial to do in the second section after the fold rather than the hero section because
The user now knows what the company does, and wants to know more.
Plus, here we can expect them to take a brief pause to go through all scenarios than in the hero section.
Content Framework
- Content framework is clear and has hierarchy that is easy for a user to grasp. A compelling headline like “Why Trust Us” which anticipates what the user is thinking.
- Dividers that show the features in a glimpse outlining the different salient features.
Visual Design
Brand Language
- Bold, strong typography that is used in the headlines, with a gradient effect. Attention is captured. This is a consistent element across the pages.
- Typographic play in achieving the necessary hierarchy which is also dependent on the grid structure.
- Extending the entire idea of the encryption in the visual language achieves memorability.
- Pages differ from each other in terms of treatment but are cohesive with type usage and layout.
Interactions + Gamification
- One big component that makes Evervault stand apart are the interactions and how they elevate the messaging without being distracting.
- A detailed yet simple workflow shown alongside. Interactive for the user, showing the before and after of the product usage. The animation is also simplified and clear to understand. However must a technical persona arrive at the page, there is enough detail for them to vet it.
- Visualizing complex data in the coded format shows credibility and builds trust in the product and the company.
- This is also an important part of the use case pages, where the website dives into details of how it works, explained by a workflow animation for each tab.
