High-tech Startups and Communication : How to stand out in the crowd ?

Why Do All High-Tech Startup Websites Look Exactly the Same?

Everyone has seen one at some point, maybe without even realizing it. A classic startup website: the overly abstract banner with a short phrase briefly describing what the company offers (without really explaining anything), floating dead center. That phrase usually only makes sense to the company team—and by "team," we mean the five engineers who developed the technology (plus a few friendly geeks who learned to code in college).

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They might toss in a 3D element or some animation somewhere on the landing page just to spice it up. There’s almost always a contact page with the classic line, “Get a free demo today!” Classic.

We’ve seen hundreds of startup websites, as most people have—but can you name five off the top of your head? Do you remember their website names? Their color schemes? Most of their actual target audience doesn’t either.

Based on our experience and expertise, we wrote this article to highlight the importance of brand memorability and the need to leave a lasting impression when someone visits your site. Maybe we can help you too.

Personally, we find it quite funny that all startup websites look the same. But here’s why it doesn’t work:
You need to take risks, and right now, we don’t think you are. Maybe they all look alike because startups are afraid to stand out and take the risk of preserving their originality.

And that’s okay. Expertise usually lies in the hands of an advertising agency anyway. We get it—starting a company is an incredible challenge, especially when you don’t have proper funding. But don’t forget, there are solutions to every problem.

You can hire an agency with experience, one that knows what it’s doing professionally but doesn’t charge an insane amount of money. There are also several practices you can adopt yourself to optimize your website’s reach. For instance:

SEO, or Search Engine Optimization

Relevant keywords tied to your business should be thoughtfully spread across your website. For example, on our website, thebract.com, we publish blog articles several times a week on topics related to marketing and communication.

That way, we can discuss important industry topics while optimizing our SEO so that Google recognizes us as a marketing agency and features us when someone searches for one. (If you don’t believe us, type “Tel Aviv communication agency” and find us on page one.)

The best part? It’s basically free. Write interesting content using keywords related to your business and stay consistent.

Branding Is Key to Your Success

Your customers don’t have the time to focus on what you’re doing, and honestly, they don’t feel like it. When they open your website, chances are they won’t overanalyze every little detail like we just did (sorry).

But that’s precisely the problem, isn’t it? Nothing about your website sets you apart, so it becomes just another startup site they stumbled upon.

Let’s clarify one thing: branding isn’t just about a pretty logo—it’s a strategy. Your brand is who you are and what you stand for. It needs to be authentic to you but also accessible to all your users.

• How will people perceive you?
• How do you want them to perceive you?

It’s all about how you differentiate yourself. Create a positive image and perspective for yourself and your future consumers.

At The Bract Agency, we strongly believe that you should create products that make a positive impact while incorporating kindness into every project.

When someone can understand you quickly, that’s kindness to us. Make them feel something, and they’ll remember you. The only way to stand out is to show who you truly are and to remind yourself why you started.

We understand how challenging it can be to properly build and grow a successful startup. That’s undeniable. And at some point, you might lose your way a bit. That’s okay. We’re only human.

But you need to remember—you’re not alone.

When you lose sight of the idea you had, please remind yourself why you started.

Think about it this way: if you don’t believe in yourself, why would the investor looking to fund a startup believe in you after hearing your pitch?

And what if they invested in your startup exactly what you’ve invested in yourself? 5%? 10%?

Make sure, above all, that you trust yourself. And that you believe in yourself 100%.

(And if the geeks ever need a little help or advice with website development, we can help with that too.)

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"If you don’t believe in yourself, no one else will do it for you."
—Kobe Bryant