Using B2C techniques on a B2B website
WEb DESIGN | web Development | Content Development
A clear and bold heading
The new Accent® Opaque website delivers big on print inspiration — and value.
More than a beautiful website
Accent Opaque is a premium uncoated paper beloved by graphic designers and printers alike. When the brand came to us for a new website, we knew it needed to be highly visual to appeal to print lovers.
But Accent needed more than just an eye-catching website. Print is tangible. Print takes up physical space. More than anything, the website needed to get physical print samples into the hands of Accent’s target audience.
A clear and bold heading
We built a portfolio-first website full of big, beautiful photos of real print projects, all made possible by Accent. Then, we linked it to a Shopify e-commerce experience where users can “order” complimentary print samples.
Drupal + Shopify + HubSpot
While the brand continues to sell via paper merchants, its digital content strategy enables a direct-to-consumer connection. Through the Accent website, designers and printers can request swatchbooks, print magazines, application samples, and more. The site’s seamless UX provides a familiar B2C way for designers and printers to interact with a traditionally B2B brand, complete with add-to-cart and checkout functionality.
The interplay between Accent’s website, which was custom-built using Drupal, and their Shopify e-commerce platform is further strengthened by an integration with their HubSpot CRM. Using HubSpot’s marketing automation tools, the brand nurtures every new lead, growing its loyal community — and keeping Accent Opaque top-of-mind for future projects they might spec.
This website is successful because it puts the audience first. Instead of leading with the message we wanted to convey, we asked, ‘What would be valuable to our audience?’ and we let that guide the content and design.
Shayne Terry
Managing Director, Content Strategy, Trekk