Here’s some quick advice for determining if your biotech brand’s website is market smart.

Successful biotech brands foster emotional connections with their audience. And although the interface between your website and a potential investor or an existing consumer is a computer screen, it’s still an opportunity to make a personal connection with those in your market.

How Do You Know if Your Website is Market Smart?
Ask yourself these simple questions:
1) Does our site immediately define our purpose from a consumer perspective?
2) Does it distinguish us from our competitors?
3) Does it reflect our brand?
4) Does it provide the appropriate usability for our audience?
5) Does it do all of the above quickly?

For us, our home page accomplishes all of the above:

• It communicates our purpose: to empower brands
• It describes our unique mission and specialization:
  to work with organizations that enrich our lives
• It reflects our brand filters (we are):
  cultivators, innovators, purposeful, empowering, nimble,
  collaborative and, of course, creative
• It shows quick examples of our work and our clients
• It provides our contact information on the home page
• Lastly, it offers five instinctive menu options for easy
  access to more information

Speak to Your Primary Users

Who are they? Researchers? Investors? Patients? Each one of these audiences travel the web with a different agenda and at a different pace. Consider their age, education level, computer saviness and lifestyle – all of these things can help you determine the mindset of the person coming to your site. It’s your challenge to create a site that offers the information and user experience they are seeking.

What Are They Hoping to Find?
What are the top three reasons someone would go to your site? Again, a market-smart site is one that speaks to your audience(s) quickly.
Are they:

• Researchers investigating a product?
• Investors wanting to learn about the value of your organization?
• Patients looking for support?
• Supporters wanting to make a donation?
• Volunteers looking to get involved?

If you are a non-profit biotech research laboratory your site may need to be relevant to all of the above. A challenge no doubt. The key is to make those connections right away on your home page.

In short, a market-smart website defines your biotech brand from your audience’s perspective, immediately, and provides the appropriate usability that is instinctive for your specific audience.