Aligning the Sales Process
with the Buyer's Journey

The path to more leads, pipeline, & revenue

The Challenge

Until the late 1990s, interested buyers had little choice but to contact sellers for product information. But the internet has changed all that and the buying process has evolved significantly. Today’s buyers have instant access to product information and prefer establishing their requirements without the influence or persuasion of salespeople. Consequently, outbound sales and traditional lead generation methods can no longer reach and influence prospects the way they once could, and control of the buying process has shifted to the buyer.

Our Solution

Today, buyers prefer a self-service approach to research and decision-making. This change in behavior has dramatically elevated the importance of a website and its content. Now, it is the key to effective sales and marketing communications and the connecting point for nearly every aspect of a digital marketing strategy. For this reason, Dymic’s approach to web design goes beyond the creation of an online brochure and begins by aligning the sales process with the modern buyer’s journey. This is how the right content strategy, information architecture, and visual design is optimized to create leads, drive the sales pipeline, and generate revenue.

Aligning the Sales Process with the Buyer's Journey

The path to more leads, pipeline, & revenue

The Challenge

Until the late 1990s, interested buyers had little choice but to contact sellers for product information. But the internet has changed all that and the buying process has evolved significantly. Today’s buyers have instant access to product information and prefer establishing their requirements without the influence or persuasion of salespeople. Consequently, outbound sales and traditional lead generation methods can no longer reach and influence prospects the way they once could, and control of the buying process has shifted to the buyer.

Our Solution

Today, buyers prefer a self-service approach to research and decision-making. This change in behavior has dramatically elevated the importance of a website and its content. Now, it is the key to effective sales and marketing communications and the connecting point for nearly every aspect of a digital marketing strategy. For this reason, Dymic’s approach to web design goes beyond the creation of an online brochure and begins by aligning the sales process with the modern buyer’s journey. This is how the right content strategy, information architecture, and visual design is optimized to create leads, drive the sales pipeline, and generate revenue.

OUTBOUND VS. INBOUND MARKETING

Helping... Instead of Selling

Simply put, traditional outbound marketing pushes general messages to a wide, mostly uninterested audience. Conversely, inbound marketing engages people who are already interested and actively seeking a solution. Since today’s buyers have so many options and ways to avoid outbound sales techniques, shifting to an inbound marketing strategy is fast becoming a less costly, more effective approach. At the center of this methodology is developing content relevant to the buyer’s decision journey. Since not every inbound lead that converts is ready to buy, creating a website that also delivers supportive (downloadable) content – for every stage of the customer journey – is essential to building a successful inbound strategy.

buyers today 6

OUTBOUND VS.
INBOUND MARKETING

Helping...
Instead of Selling

Simply put, traditional outbound marketing pushes general messages to a wide, mostly uninterested audience. Conversely, inbound marketing engages people who are already interested and actively seeking a solution. Since today’s buyers have so many options and ways to avoid outbound sales techniques, shifting to an inbound marketing strategy is fast becoming a less costly, more effective approach.

buyers today 6

At the center of this methodology is developing content relevant to the buyer’s decision journey. Since not every inbound lead that converts is ready to buy, creating a website that also delivers supportive (downloadable) content – for every stage of the customer journey – is essential to building a successful inbound strategy.

WEBSITE EVOLUTION

From Brochure to
Sales & Marketing Machine

Not long ago, websites were just an electronic version of the corporate brochure. Nowadays, the website has become the sales expert for the first 80% of the buyer’s journey. For this reason, it should help, guide, and educate buyers via e-books, white-papers, videos, infographics, tip sheets, and other specialized, high-value content. The goal is to position the website as a valuable resource, establish the brand as a thought-leader, and create the opportunity to continue the conversation – by adding potential buyers to the top of the sales funnel – as a qualified marketing lead. Watch the video to learn more.

branding print brochures
Watch Video

WEBSITE EVOLUTION

From Brochure to Sales & Marketing Machine

printing brochures blue
Watch Video

Not long ago, websites were just an electronic version of the corporate brochure. Nowadays, the website has become the sales expert for the first 80% of the buyer’s journey. For this reason, it should help, guide, and educate buyers via e-books, white-papers, videos, infographics, tip sheets, and other specialized, high-value content. The goal is to position the website as a valuable resource, establish the brand as a thought-leader, and create the opportunity to continue the conversation – by adding potential buyers to the top of the sales funnel – as a qualified marketing lead. Watch the video above to learn more.

GROWTH DRIVEN DESIGN

Qualities of an Inbound Website

Modern websites should produce qualified inbound leads regularly and in sufficient volume to enable a business to generate revenue and grow. The buyer, not the design, must be the number one priority – meeting their needs at every stage of the buying journey. To do this, the website needs to accomplish four fundamental objectives:

Discoverable

This means it needs to be optimized for organic search and other relevant channels so it can be discovered by the desired target audience.

Engaging

This ranges from creating an instant connection to providing a clear value proposition, customer journey, and positive user experience.

Collects Data

For long-term business growth, a website needs to ethically collect and manage qualitative, quantitative, and descriptive customer data.

Converts

Finally, a website needs to support a buyer's decision-making process well enough to facilitate conversion and create a return on investment.

GROWTH DRIVEN DESIGN

Qualities of an Inbound Website

Modern websites should produce qualified inbound leads regularly and in sufficient volume to enable a business to generate revenue and grow. The buyer, not the design, must be the number one priority – meeting their needs at every stage of the buying journey. To do this, the website needs to accomplish four fundamental objectives:

Discoverable

This means it needs to be optimized for organic search and other relevant channels so it can be discovered by the desired target audience.

Engaging

This ranges from creating an instant connection to providing a clear value proposition, customer journey, and positive user experience.

Collects Data

For long-term business growth, a website needs to ethically collect and manage qualitative, quantitative, and descriptive customer data.

Converts

Finally, a website needs to support a buyer's decision-making process well enough to facilitate conversion and create a return on investment.

JOURNEYS & PERSONAS

Audience Research

The Modern Marketing Tool Kit

Dymic is shifting the focus to customer experience rather than leaving the buyer’s journey as an afterthought. Because the preferences, behaviors, and expectations of B2B customers are increasingly influenced by their experiences with B2C brands. These consumers, many of them younger professionals, now seek the same experience in their business interactions. To build a website that accommodates and supports this new generation of buyers, Dymic’s design teams develop a creative brief with buyer personas to identify the brand’s ideal customer. This knowledge is used to create customer journey maps that reveal how prospective buyers are engaging the brand along the path to purchase—and beyond.

0
3-4 Buyer personas typically account
for 90% of a company’s sales

JOURNEYS & PERSONAS

Audience Research

The Modern Marketing Tool Kit

Dymic is shifting the focus to customer experience rather than leaving the buyer’s journey as an afterthought. Because the preferences, behaviors, and expectations of B2B customers are increasingly influenced by their experiences with B2C brands. These consumers, many of them younger professionals, now seek the same experience in their business interactions.

 

To build a website that accommodates and supports this new generation of buyers, Dymic’s design teams develop a creative brief with buyer personas to identify the brand’s ideal customer. This knowledge is used to create customer journey maps that reveal how prospective buyers are engaging the brand along the path to purchase—and beyond.

0
3-4 Buyer personas typically account
for 90% of a company’s sales

RESEARCH INSIGHTS

Content Strategy

Needs, Pain Points & Business Objectives

Content strategy may seem like an intangible, undefinable term, but there are clearly identifiable guidelines. For example, creating effective, relevant, and educational content requires a deep understanding of the buyer’s needs, goals, pain points, and (in B2B cases) business objectives. It is nearly impossible to create a successful website or other major digital initiative without knowing who the content is supposed to resonate with and how it will inspire action. When Dymic approaches a creative marketing project such as a new or redesigned website, content is always a part of the conversation because it ensures the end product succeeds in both communicating and motivating effectively.

0
Content marketing generates over
3 times as many leads as outbound marketing and costs 62% less
0
78% of buyers consume three or more pieces of relevant content before talking to a representative

RESEARCH INSIGHTS

Content Strategy

Needs, Pain Points & Business Objectives

Content strategy may seem like an intangible, undefinable term, but there are clearly identifiable guidelines. For example, creating effective, relevant, and educational content requires a deep understanding of the buyer’s needs, goals, pain points, and (in B2B cases) business objectives. It is nearly impossible to create a successful website or other major digital initiative without knowing who the content is supposed to resonate with and how it will inspire action. When Dymic approaches a creative marketing project such as a new or redesigned website, content is always a part of the conversation because it ensures the end product succeeds in both communicating and motivating effectively.

0
Content marketing generates over
3 times as many leads as outbound
marketing and costs 62% less
0
78% of buyers consume three or more pieces of relevant content before
talking to a representative

BEHAVIORAL SCIENCE

Choice Architecture

Web Design & The Psychology of Decision Making

Many websites assume buyers know and understand what they need and how to best accomplish their goals. For an e-commerce brand, that may be an accurate assumption. But it is probably insufficient for people purchasing life insurance, comparing business loans, or creating a retirement plan. In many cases, the terminology alone can be confusing for anyone who doesn’t have specialized training. With this in mind, Dymic goes beyond visual design and dives into the psychology of decision making through Behavioral Science. Choice architecture, for example, is the holistic presentation and framing of information to help people make complex decisions. It is the strategic use of ‘nudges’ to guide – not force – prospective buyers down a specific path. This approach reduces decision fatigue and is a very effective “pre-launch” conversion optimization tool when used responsibly and thoughtfully.

0
Surprisingly, 68% of small businesses have no documented
or structured conversion rate optimization strategy.

BEHAVIORAL SCIENCE

Choice Architecture

Web Design & The Psychology
of Decision Making

Many websites assume buyers know and understand what they need and how to best accomplish their goals. For an e-commerce brand, that may be an accurate assumption. But it is probably insufficient for people purchasing life insurance, comparing business loans, or creating a retirement plan. In many cases, the terminology alone can be confusing for anyone who doesn’t have specialized training.

 

With this in mind, Dymic goes beyond visual design and dives into the psychology of decision making through Behavioral Science. Choice architecture, for example, is the holistic presentation and framing of information to help people make complex decisions. It is the strategic use of ‘nudges’ to guide – not force – prospective buyers down a specific path. This approach reduces decision fatigue and is a very effective “pre-launch” conversion optimization tool when used responsibly and thoughtfully.

0
Surprisingly, 68% of small businesses
have no documented or structured
conversion rate optimization strategy.

USER EXPERIENCE

UX, UI & IX Design

The Customer Satisfaction–Conversion–Retention Journey

The primary goal of a business leader is to increase sales and grow the business. UX, UI & IX Design plays an essential role in achieving this goal because a buyers’ decision to explore or leave a website depends entirely on the UI/UX/IX. Unfortunately, its value is often underestimated and many businesses are paying a hefty price in terms of user engagement, website traffic, and return on investment. As the visual representation of a brand and the revenue engine for business, Dymic believes a website has to be beautiful and functional across devices, with a customer-focused, intuitive interface that behaves like an expert advisor: respectful, generous, and helpful throughout the buyer’s journey.

UX Design

User experience (UX) design includes all aspects of the end-user’s interaction with the company, its services and its products. It involves user research (finding out who the users are in the first place), creating user personas  (why, and under what conditions would they use the product) and performing user and usability testing.

UI Design

User Interface (UI) Design considers the look, feel, and interactivity of the product. Like user experience design, user interface design is responsible for the transference of a product’s development, research, content and layout into an attractive, guiding and responsive experience for users.

IX Design

Interaction Design (IX) is the design of the user’s interaction and involves elements like aesthetics, motion, sound, space, and many more. The goal of all these design disciplines is to create products that enable the user to achieve their objective(s) in the best way possible.

0
Intentional and strategic user experience design
can increase conversion rates by 400%
ux ui ixd mobile 3

Tap image to enlarge

USER EXPERIENCE

UX, UI & IX Design

The Customer Satisfaction,
Conversion–Retention Journey

The primary goal of a business leader is to increase sales and grow the business. UX, UI & IX Design plays an essential role in achieving this goal because a buyers’ decision to explore or leave a website depends entirely on the UI/UX/IX. Unfortunately, its value is often underestimated and many businesses are paying a hefty price in terms of user engagement, website traffic, and return on investment.

 

As the visual representation of a brand and the revenue engine for business, Dymic believes a website has to be beautiful and functional across devices, with a customer-focused, intuitive interface that behaves like an expert advisor: respectful, generous, and helpful throughout the buyer’s journey.

UX Design

User experience (UX) design includes all aspects of the end-user’s interaction with the company, its services and its products. It involves user research (finding out who the users are in the first place), creating user personas  (why, and under what conditions would they use the product) and performing user and usability testing.

UI Design

User Interface (UI) Design considers the look, feel, and interactivity of the product. Like user experience design, user interface design is responsible for the transference of a product’s development, research, content and layout into an attractive, guiding and responsive experience for users.

IX Design

Interaction Design (IX) is the design of the user’s interaction and involves elements like aesthetics, motion, sound, space, and many more. The goal of all these design disciplines is to create products that enable the user to achieve their objective(s) in the best way possible.

0
Intentional and strategic user
experience design can increase
conversion rates by 400%

FIRST IMPRESSIONS

Visual Design

Psychology, Beautiful Things & The Bottom Line

For Dymic designers, beauty and sophistication, ease of use, and a love for detail are a complete and interrelated package. Dymic believes detail and nuance in web design is both a competitive differentiator and a reflection of the quality, credibility, and integrity of the brand, and its products or services. Moreover, as the adage goes, “You only get one chance to make a first impression.” While there’s certainly personal preference in design, science and psychology support the idea that we are all attracted to beautiful things and people inherently react to good design. But building an effective website involves more than aesthetics. It requires a collaborative approach across disciplines — where copy, design, and the customer journey are incorporated from the beginning, so everyone involved understands the goal: create a modern, responsive, buyer-centric website that generates leads, increases sales, and helps brands grow.

0
75% of users make judgments about a company’s
credibility based on visual design alone

FIRST IMPRESSIONS

Visual Design

Psychology, Beautiful Things
& The Bottom Line

For Dymic designers, beauty and sophistication, ease of use, and a love for detail are a complete and interrelated package. Dymic believes detail and nuance in web design is both a competitive differentiator and a reflection of the quality, credibility, and integrity of the brand, and its products or services. Moreover, as the adage goes, “You only get one chance to make a first impression.” While there’s certainly personal preference in design, science and psychology support the idea that we are all attracted to beautiful things and people inherently react to good design.

 

But building an effective website involves more than aesthetics. It requires a collaborative approach across disciplines — where copy, design, and the customer journey are incorporated from the beginning, so everyone involved understands the goal: create a modern, responsive, buyer-centric website that generates leads, increases sales, and helps brands grow.

0
75% of users make judgments about
a company’s credibility based on
visual design alone

GOAL BASED & USER-FOCUSED

Recent Website Projects

GOAL BASED & USER-FOCUSED

Recent Website Projects

WEB DESIGN & DEVELOPMENT

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Proposal
Request Form

WEB DESIGN & DEVELOPMENT

By clicking “Submit”, I agree to Dymic’s
Terms of Service and Privacy Policy.

Web Design
Testimonials

Web Design, SEO & Digital Marketing
Our law firm remained the same size for nearly 3 decades — one location, two attorneys and about 3-4 legal secretaries. Since launching our campaigns with Dymic, our firm has over tripled in size. We just purchased a second office building to meet our growing needs and now staff 9 attorneys and about 20 legal staff. Their team is extremely talented. I highly recommend reaching out to Dymic.
Adam Savin

Partner, Law Offices of Savin & Bursk

Review Management & Social Media Marketing
I have the professional pleasure of working with Dymic with their Review Management and Social Media services, and I could not be happier. I have worked with countless agencies and marketing service providers in the past 20 years, and the sheer professionalism, clear communication and responsiveness to our account is unparalleled. Thanks Dymic, for making my professional life easier and for making the clients look like rock stars!
Heather Schueppert

CMO, Unified Women’s Healthcare

Web Design & SEO
Dymic has worked with me to address my needs as an artist and a business from our first meeting. They recommend solid solutions and know how to implement them. The SEO work they've put into my website is solid. I was lost in google and now you can find me on the first two pages of Google. They are knowledgeable, responsive, and effective. The people that work there, from design to SEO, are true professionals you can actually trust.
Caroline Malouf

Owner, Caroline Malouf Photography

Web Design Testimonials

Web Design, SEO & Digital Marketing
Our law firm remained the same size for nearly 3 decades — one location, two attorneys and about 3-4 legal secretaries. Since launching our campaigns with Dymic, our firm has over tripled in size. We just purchased a second office building to meet our growing needs and now staff 9 attorneys and about 20 legal staff. Their team is extremely talented. I highly recommend reaching out to Dymic.
Adam Savin

Partner, Law Offices of Savin & Bursk

Review Management & Social Media Marketing
I have the professional pleasure of working with Dymic with their Review Management and Social Media services, and I could not be happier. I have worked with countless agencies and marketing service providers in the past 20 years, and the sheer professionalism, clear communication and responsiveness to our account is unparalleled. Thanks Dymic, for making my professional life easier and for making the clients look like rock stars!
Heather Schueppert

CMO, Unified Women’s Healthcare

Web Design & SEO
Dymic has worked with me to address my needs as an artist and a business from our first meeting. They recommend solid solutions and know how to implement them. The SEO work they've put into my website is solid. I was lost in google and now you can find me on the first two pages of Google. They are knowledgeable, responsive, and effective. The people that work there, from design to SEO, are true professionals you can actually trust.
Caroline Malouf

Owner, Caroline Malouf Photography