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If you’ve been following our company for awhile, you may have noticed that we’ve made some pretty significant changes lately. Specifically, we’ve revamped our website and incorporated new language – that we hope you’re relating to a little more than before.

We’re an eCommerce software company, so we’re no stranger to the importance of building a website that not only converts, but also tells your brand story in a way that entices your visitors to explore more.

But to be honest, we haven’t exactly been practicing what we’ve been preaching where our website is concerned.

We wanted to share some of the reasons why we decided to revamp our website and update our voice. We’ll drop some before and after images here so you can get a feel for why what we had wasn’t working, and how what we’ve adjusted will – hopefully – drive better results.

Let’s start by examining our voice a bit first…


Pre Revamp Blurb

“Insite Software was founded in 2004 as an eCommerce software company for B2B companies. Headquartered in Minneapolis, Insite has remained laser-focused on meeting and exceeding the needs of manufacturing and distribution companies.”

Post Revamp Blurb

“We don’t claim to know it all, but we do know B2B eCommerce. Insite Software was founded in 2004 with a single purpose: to help manufacturers and distributors transform their businesses for the future. Years later, we’ve helped hundreds of B2B companies do just that with our suite of digital commerce solutions.”

How do you feel when you read the first blurb? Sure, you get a sense of what Insite does, but do you feel inspired? Are you ready to hear more about our story? Probably not. As we approached our website revamp we made it a priority to shift our voice to make it more authentic, straightforward and HUMAN.

Of course, that meant rewriting a lot of website copy, but we think it was well worth it.

We tend to see brands, especially in B2B, forget about how crucial voice is. Doug Kessler said it best when he said in a recent article, “This will sound like a gross exaggeration but I believe it’s an understatement: a clear, compelling voice will multiply the impact of your marketing. A smart timely, insightful story can be killed stone dead by a flaccid voice.”

The best brands, in both B2B and B2C spaces have a strong, well-thought out brand voice. And remember, just because your business is B2B, doesn’t mean you should move away from keeping it simple or human. B2B should really be called P2P. At the end of the day we are selling to people. That’s why we’ve simplified and humanized our voice.

Now let’s look at some changes made to the site itself

Because we’re a small and scrappy team, we decided to approach this project in phases. For our first phase, here’s what we addressed (in addition to breathing new voice into our copy):

  • Navigation
  • Responsiveness
  • Fresh Design Elements
  • Homepage
  • Other High Performing Pages 


At Insite we have five key products. But this menu made it look like the features within InsiteCommerce were also products. We had a gut feeling that people probably didn’t know where to find out more information about our key offerings. So, we simplified.

Pre Revamp Navigation

Post Revamp Navigation

Now our menu highlights InsiteCommerce and all of our added modules while briefly explaining what each of them are. This way people immediately know what products we offer and how they can serve them. Plus, we’re including some other quick links that we think might be of interest to our potential customers.

When it comes to your navigation, don’t leave your visitors guessing. Don’t make it hard for them. They shouldn’t have to figure out how your website works. Make sure they have easy access to the information they are looking for. Keeping it simple will keep your visitors happy.


57% of internet users say they won’t recommend a business with a poorly designed website on mobile. That means if your website isn’t mobile-friendly, you’re in trouble. It’s surprising how many companies don’t even consider mobile, especially in B2B. But mobile is making its way into our day-to-day work, so it’s crucially important to consider. In fact, according to BCG 50% of B2B searches are made on smartphones and that number is expected to grow to 70% by 2020.

We hate to admit it, but some of our pages pre-revamp were not responding very well on mobile. This simply wasn’t cutting it for our users or the search engines. (In 2018, Google announced that they would be using mobile first indexing – which means if your site is not mobile responsive your rankings will take a dive).

Fresh Design Elements

Before our revamp project our design elements were a bit…underwhelming. We were apparently big fans of stock images of manufacturers and distributors. In fact, if you landed on our site previously, you may actually conclude that our company was some kind of highly technical manufacturer or distributor.

Put simply, our design elements before were telling the story of our target audience, not our company. That wouldn’t do.

Pre Revamp Graphics

Post Revamp Graphics

We’re a tech company, it was time we started acting like one. We needed to focus on being authentically us. Here are some of the design elements we’ve incorporated into our website now.


Here’s a stat to sit on…it takes about 50 milliseconds for users to decide whether they like your site or not. Seriously, this study found that visual appeal can be assessed within 50 milliseconds. In other words, web designers have about .05 seconds to leave an impression.

Our homepage wasn’t exactly a jaw dropper before. Check it out:

Can you tell what our business does from this homepage? Like we mentioned before, we were a big fan of stock images of manufacturers. But overall, this homepage wasn’t exactly our best foot forward in telling our story.

Our new homepage allows the visitor to easily find out who we are and what we do. It highlights our main products while also providing customer and analyst-validated insights and feedback on our company. Visitors don’t have to dig anymore.

Other Pages

To narrow our focus we used Google Analytics to determine which pages our visitors were frequenting most. In addition, we focused on key pages we wanted to drive more traffic to.

Some of our glossary terms were ranked highest. But our glossary pages weren’t exactly exciting. So we gave them a makeover.

Pre Revamp Glossary

Post Revamp Glossary

Our InsiteCommerce page (aka our main product offering) was complex and kind of hard to understand. We adjusted the way we displayed the features and added a pretty cool video.

Pre Revamp InsiteCommerce Page

Post Revamp InsiteCommerce Page

We aren’t successful unless our customers are. But we weren’t doing a very good job showcasing their stories. We flipped the stories on their head to focus on how our customers are innovative and forward-thinking. We’re pretty excited about the results.

Pre Revamp Customers Pages

Post Revamp Customers Pages

Your company’s careers page is another page you don’t want to overlook. Afterall, hiring the best talent is an investment in your company. Before we redid it, our careers page had a stock image featuring people who didn’t even work at Insite. Plus, in order to read into a job description you had to click into a popup. We wanted to provide a better sense of what it’s like to work at Insite (because we think we have a pretty cool company).

Pre Revamp Careers Page

Post Revamp Careers Page

So, if you’ve found yourself here, perusing our website and exploring our resources, we hope it’s a better experience than it used to be.

We’ll leave you with a few questions to consider about your website. If you’re anything like us, you might find it’s time to breathe some new life into it:


  • Is the user experience seamless?
  • Is the navigation intuitive?
  • Is the design responsive?
  • Are visitors able to find what they need to find?
  • Is your design up-to-date and on trend with design and technology?
  • Are you telling the right stories about your products? About your brand?
  • Are you relatable to your current and potential customers?
  • Are you showing your breadth of work in a way that gets both your customers and your potential customers excited?
  • Is your voice reflective of who you are?