B2B brand and website project
Sometimes your best advantage is hiding in plain sight. Claywheel finds the idea that sets you apart, then builds it into your brand and website, giving customers a stronger reason to choose you.
From a better idea to a complete B2B website
Good ideas don’t count for much until somebody makes something of them. Claywheel handles the thinking and the work on a B2B brand and website project, from researching your business and its customers to developing the positioning, messaging, visual identity and finished WordPress website.
It suits established B2B businesses improving how they present themselves, companies entering new markets, and new businesses or divisions building a brand and website together. You work directly with the person setting the direction and taking responsibility for carrying it through to the finished copy, design and build.
What this can do for your business
Find an edge worth making more of
Sometimes it’s a strength the business has stopped noticing. Sometimes it’s a completely different way of presenting what you sell, or a website built around how your customers actually buy. Claywheel finds the opportunity and carries it through the positioning, messaging, identity and website.
Make it easier to buy from you
Claywheel writes what you offer, who it’s for and why it matters in the words your customers use. Prospects get a website that answers their questions and makes getting in touch easy, and your sales team gets something they’re proud to put in front of a customer.
Stand out for the right reasons
Your identity should look credible in your market without looking like everyone else in it. The typography, colour, imagery and messaging are chosen to be recognisable, then used consistently across the website and everything else you produce.
Give your marketing something to say
With the idea, message and identity agreed, every proposal, brochure and campaign after launch has a point to make and a look to make it in. Each one starts from decisions already made rather than another debate about the colours.
Reef Recycling: trader, not recycler
Claywheel repositioned Reef as an international plastics trader, carrying that decision into the identity and organising the website around separate routes for buyers and suppliers.
Many of Reef’s European customers use English as a second language, so the copy leaves out unnecessary industry jargon and gives translations a better starting point.
See the Reef Recycling projectWhat’s included in the project
Research, positioning and messaging
The first job is finding out what’s true about the business, its customers and its market.
- Customer, competitor and market research appropriate to the project
- Review of available sales, marketing and enquiry evidence
- Search demand and sector terminology where useful
- Positioning and proposition development
- Core messaging and verbal direction
You agree the direction before anyone starts on the design.
Brand identity and guidelines
Claywheel develops or refines your identity around the agreed positioning. Depending on scope, you’ll receive:
- A new or refined logo system
- Colour palette and typography
- Supporting graphics and imagery direction
- Practical brand guidelines
- Final approved identity files
- Illustrative applications showing the brand in use
If your current logo, a colour or anything else in the identity is already recognised, it may be worth keeping and giving more prominence. There are no prizes for replacing something that already works.
For a new identity or a major refresh, you’ll usually see two distinct creative routes, choose one, and it’s refined into the finished identity.
Website strategy, copywriting and build
The sitemap, content and functionality are agreed before any of the website is written or built.
- Website strategy, sitemap and navigation
- Page structure and enquiry routes
- Copywriting for the pages in the signed-off sitemap
- Responsive WordPress design and development
- Agreed forms and core integrations
- Basic technical and on-page SEO
- Analytics and search engine set-up
- Testing, launch and practical handover
How the project works
-
Understand the business
We start with you and the people who know the business best. Claywheel reviews the evidence, talks to the people who can help and recommends a positioning and messaging direction for you to approve.
-
Develop the identity
The creative routes are presented, you choose one, and it’s refined and approved before the final files are produced. Website planning runs alongside.
-
Plan, write and design the website
The sitemap and functionality are agreed before the main copywriting and build begin. You review the content and design at each stage, and each approval holds so the work keeps moving.
-
Build, launch and improve
The approved site is built, tested and launched, and you receive the final brand files and handover notes.
-
Around three months after launch, Claywheel reviews how people are using the site, including whether the enquiry routes are working and where anyone is getting stuck. The project includes one small round of evidence-led improvements, capped at up to half a day of Claywheel time.
Measurement’s included, because the point is knowing what works
Before the build starts, we agree what a good enquiry looks like for your business. The website is set up with analytics so you can see what’s working, and around three months after launch we review it together and make a round of improvements based on what the evidence shows.
How much does it cost?
That covers one business, one principal brand and one B2B website. Where it lands in the range depends on how much positioning and identity work is needed, the size of the site and any specialist or technical requirements. The research and messaging are done once and used for both, so there’s less duplicated work than commissioning them separately.
Most projects £13,500 – £16,000
You’ll receive a fixed price and agreed scope before the project begins.
Allow around 3 – 4 months from kick-off to launch, depending on the scope and how quickly feedback and approvals come back.
Naming, extensive research, professional photography, video, translation and complex development are quoted separately. Hosting, software licences and other third-party costs are separate too, and nothing extra is added without being discussed first.
Once the project is complete and paid for, the website, brand identity and final files belong to you, subject to third-party licences. Your domain and accounts stay under your control, and there’s no requirement to keep Claywheel on for hosting, website management or ongoing marketing.
Other ways to work with Claywheel
If the work is more focused, there’s no reason to make the job bigger.
B2B website design
The full website on its own, research and copywriting included, when the brand is already doing its job.
B2B brand strategy and identity
Research, positioning, messaging and visual identity without a new website.
Marketing review
An investigation of the business and its marketing, with priorities for what deserves attention next.
Ongoing B2B marketing support
Senior marketing involvement every month, covering the planning and the doing.
Tell me what’s going on
Get in touch for a chat about the business and what you want to achieve. From there we can work out the likely scope and whether the combined project is the right fit, and you don’t need a marketing brief to start the conversation.