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July 2024

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“This website is bland. It has no personality.” Recognize that criticism? You probably have heard it, said it, or at least thought it when visiting a B2B website. Who knows? It might even have been your own company’s site. With all due respect, that comment is simply not true. Every B2B website has a personality. They can be bold or geeky or verbose—some are even a little schizophrenic. In short, lack of personality is never the problem with B2B websites. The trouble starts when the site’s personality doesn’t match the brand you want to project. If that’s the case, your website will be an awkward representative for your company and it won’t speak