Explaining a complex product without simplifying it away
Complex technology does not need to be dumbed down. But buyers should not have to decode your website to understand what you do.
Insights
Useful thinking for B2B technology businesses.
Perspectives on website strategy and development, brand and creative communication, growth marketing, and making complex products and services easier to understand.
Featured insight
Latest insights
When your technology brand looks more complicated than the product really is
Technology brands often use complexity as a shortcut for sophistication. A strong brand should do the opposite: make a complex business easier to recognise and understand.
More marketing won't fix an unclear message
When marketing underperforms, the instinct is often to create more, post more and spend more. But amplification cannot fix a proposition people still do not understand.
Next step
Talk through where your business stands.
If your website, brand or marketing no longer reflects the business you have become, tell us what you are working towards and we will discuss an appropriate way forward.