Establishing a strong biotech website requires research, data analytics, trial-and-error, and a lot of patience. As a biotech leader, you are no stranger to trusting the research and trial process, but you may not know how to approach the creative design elements that will help catch your audience’s attention – which is where professional branding firms can help significantly. Whether you are establishing a new biotech firm or are rebranding your existing website and content, having strong web design elements in your biotech website will make a significant difference in how your brand is perceived.
Use Personalized Photography
A strong biotech website will feature unique content and imagery. One of the best ways to show your biotech brand’s personality on your website is the use of original photography taken directly on your worksites and in your offices. Showing the actual people that make up your biotech firm will give your patients, healthcare professionals (HCPs), hospitals, pharmacies, and wholesalers the impression of an authentic, transparent biotech firm they can trust. Using original photos and videos throughout your biotech website will make your company stand out and give potential patients and clients a positive impression.
Look at BioMarin Pharmaceutical’s website for example. Their website features a wide variety of unique, personalized photography on all pages. Their homepage features a diverse range of patients, and showcases their headquarters – giving website visitors an immediate impression of what they have to offer. Instead of using standard stock imagery that could be found on a variety of websites, BioMarin uses unique photo elements on their website to boost the overall look and experience for patients and HCPs.
Your biotech brand’s logo and color theme are incredibly important visuals that are the first thing website visitors see. Visitors typically spend 15 seconds deciding whether they are going to move forward browsing on the site they click on. This means that your biotech website has 15 seconds to win them over. An eye-catching, relevant logo and an appropriate color scheme can help attract their attention. More and more biotech firms are beginning to use more vibrant colors, but that does not mean including neon orange or bright green will get the job done. Using vibrant visuals can engage website visitors but overusing too many bold colors can overwhelm them. Different colors are associated with different emotions and moods, red for example is a bold color that can invoke passion, power, and warmth. Yellow is seen as friendly, cheerful, and youthful, whereas purple is associated with luxury, authenticity, and high-quality. Different colors have different meanings, and different industries will favor different colors for how they resonate with their target audience.
Vertex’s website is a prime example of powerful color schemes with a relevant logo. The triangle shape pays homage to the literal definition of “vertex,” the top of the apex, and implies that Vertex is a top biotech firm. As for their key color scheme, their main color purple is successful at positioning the company as authentic, powerful, and truthful. Their secondary colors of orange, red, and teal green all pair seamlessly with their primary color, giving a sleek and clean result – which is exactly what biotech branding should be.
Easy Mobile Navigation
With 85% of Americans owning a smartphone, your biotech website must be mobile-friendly. A mobile friendly website will give users the exact same experience on their phone, tablet, or other device that they would have on a computer. Ionis Pharmaceuticals does this successfully, with easy navigation, a complete user-experience, and access to all the pages on their original website. The search bar is easily located and works smoothly for quick navigation on the go. The bottom of their website features a scrolling newsreel that features the newest headlines for Ionis, and this component carries over to the mobile version. The overall design of Ionis’ website is user-friendly and relevant, with everything easily accessible. A strong biotech website should be mobile-friendly without losing key components or offering a less-than experience.
Creativity is Key
Biotech and pharma work is highly technical and science-focused, but your branding should be creative. When designing your biotech website, you must be prepared to get creative. It can be hard to make the shift towards the creative branding process, which is why many biotech leaders choose to outsource their website design to an experienced creative agency, such as Millennium. A niche branding and web design firm will have background and experience building strong, relevant biotech websites that perform well. Unsure of the first step in successful website design? Schedule time with the Millennium team to get started on the process.
About Millennium Agency
Millennium Agency is a nationally recognized, top woman led B2B branding, positioning, and digital marketing firm who creates value that builds emotionally impactful brands that influences your customer’s buying decision, giving you the competitive advantage. As your industry partner for B2B pharma/biotech, technology and manufacturing, our proprietary research-based framework makes a strong impact and accelerates your brand growth. While you focus on what you do best – running your business successfully – our team will build your brand, and drive leads. For more information, call 877-873-7445.