As content writers we have to be careful not to focus too heavily on words, when sights and sounds might communicate more effectively.

In trying to build a website that reflects your B2B brand, think of how you might utilize “3D” content.

When a customer walks into your office or place of business, what do they see and hear? What does it reveal about the brand?

I think for service firms, this is especially important. Décor and dress can say more about the company’s culture and working style than text. If you walk in and the business owners are young, dressed casually, and working in an open space, it says something quite different than seeing employees dressed in a suits and ties in a wood paneled office.

If you’re a construction equipment dealer whose shop is clean and well organized, with state-of-the-art equipment, why not show it off in a video tour?

Instead of traditional headshots, photograph employees in an environment that offers a sense of how and where they work.  If they are often in the field, working with customers, show them there.

Choose a webinar format over a whitepaper and evaluate how customers respond. Add a moderator or interview a customer to make the tone more conversational and friendly.

If you provide instructions for completing a task, consider if a video demonstration is likely to be clearer and more compelling than written instructions.

Don’t overlook an opportunity to use music to convey mood and emotion. What do you want people to feel when they visit your website?

Little things do matter to your potential customers who are going to your website to find out more about you.  People want to do business with people and brands they like.  Copy alone won’t be enough to convey all that is unique about your business and the people you employ.

When words, pictures, sound and video work together, your B2B brand’s personality will shine through, attracting the customers you desire.

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