Homepage Peel for Continuum
Homepage Humor - Users don't get 'IT'
"Funny" sticky website design must also be clear
In B2B marketing, capturing the value prop in one concise statement is tough. Using metaphors can help explain a complex concept and connect with prospect pain points with simpler language or imagery.
Continuum’s homepage use the metaphor of the sands of an hourglass burying a time-starved business man. Humorous, also relevant. The hourglass connects with the user pain point of not having enough time. The hourglass metaphor is a sticky website feature, but it is not strong enough on its own to prove relevance.
The supporting copy should add more clarity to the design to explain what exactly Continuum does. A stronger “what we do” statement could wrap up the metaphor for a more sticky homepage.
Bottom line: If you’re going to be funny, also be clear.