One of the first things our research discovered was that web designers tended to perceive the theme’s demos as nothing more than showcases designed to generate ideas as to what could be accomplished with the theme. They did not realize that the “demos” themselves could be used for building a site.
We also discovered that web design freelancers were struggling with code. While a few enjoyed the opportunity to work with the frontend on occasion, many creative designers didn’t care much for coding, and would avoid frontend work whenever possible.
They wanted comfort and abundance.
The first thing we did was to change Be’s positioning in the market, with the objective of changing audience perceptions as quickly as possible. We replaced the term “demos”, with “pre-built websites”. This new description was not only more accurate; it proved to be a game changer.
We also began to explore ways to highlight Be’s benefits in campaigns. We wanted to convince web designers that Be was the ideal solution to the daily challenges they faced; that it required no coding skills; and it was easy to work with.
We worked with media publishers that served communities of professionals and who were on top of the game. We used a mix of medias to get Be’s message across.
We also looked into various insights from Be’s community, as well as the web design community as a whole, to better understand their needs.