Homepage Peel for Continuum - Bright Orange Thread

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Homepage Peel for Continuum

Homepage Humor -
Users don't get 'IT'

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"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.

Subject: Continuum, a computer software company that provides tech support platforms to IT service professionals. 

Homepage Peels feature hard-hitting comments from real people that help you improve the stickiness of your homepage.

About the Author
is the Lead Strategist of Bright Orange Thread. Reach him at hfrancke@brightorangethread.com
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