Web3 marketing is ALL ABOUT THE VIBES.

From the pink and purple vaporwave aesthetic of crypto projects to the playful “Bored Ape” style dominating the NFT space — the distinct design style of Web3 is pretty magical. ✨

But, somewhere in the middle of this fantastic form… we lost the FUNCTION.

Let’s start with a really tangible example — a website. It may have multiple purposes, but it’s the best place to connect with new users (and delight existing ones!)

In fact, your website is a marketing asset.

It should be….

⚙️ Frictionless

⭐ Valuable

👉 Directional

Without those elements, you’re just showing off your (no doubt) amazing art department. Visual design is important, but it won’t convert audiences on its own. 👩‍🎨

Frictionless

To have a truly frictionless user experience, you have to be something of a mind reader. You have to think deeply about…

• HOW visitors found your site
• WHY they are there
• WHAT you want them to do

…and then turn those insights into good site architecture. 🏗️

Be PREDICTABLE with your site navigation.

Valuable

Provide content that’s useful for your website visitors — no matter what level of education they may have about your project.

It’s super-easy to only focus on the people who are most likely to convert.

Be ready to support those who need to learn. (This is so important in a new ecosystem like Web3.)

Directional

Your site should be incredibly clear about what steps visitors should take next.

Acquisition journeys are non-linear — visitors may take ten steps over multiple days/weeks to do the thing you want them to do. But by providing clear, turn-by-turn directions, you can guide visitor experiences (and convert those users faster).

Be the Google Maps of websites! 📍

Inspiration

So, who’s doing this right in Web3? Let’s look at some fantastic examples!

Cosmos provides a no-nonsense pop-up to explain terms that may be unfamiliar to new users. It’s a respectful and non-judgemental way to show that you’re accessible AND authoritative. 💪

Chainlink also does a great job of providing value for visitors of every education level.

Instead of assuming that people know what VRF and Keepers products are, they provide short descriptions to show details about each product.

Friction: Reduced! 🙌

Net = Think about the needs of every person who visits your site and consider them as potential users, community members, and evangelists.

Don’t let a decentralized ecosystem become an excuse for a bad user experience. 👏

Also published here.