About cookies on this site
We use cookies to collect website performance and usage data, and to enhance and customise content and advertisements.
About cookies on this site
Cookies used on the site are categorized and below you can read about each category and allow or deny some or all of them. When categories than have been previously allowed are disabled, all cookies assigned to that category will be removed from your browser. Additionally you can see a list of cookies assigned to each category and detailed information in the cookie declaration.
Necessary cookies
Some cookies are required to provide core functionality. The website won't function properly without these cookies and they are enabled by default and cannot be disabled.
CookieHub is a Consent Management Platform (CMP) which allows users to control storage and processing of personal information.
Cloudflare is a global network designed to make everything you connect to the Internet secure, private, fast, and reliable.
Preferences
Preference cookies enables the web site to remember information to customize how the web site looks or behaves for each user. This may include storing selected currency, region, language or color theme.
Analytical cookies
Analytical cookies help us improve our website by collecting and reporting information on its usage.
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic.
Clarity is a user behavior analytics tool that helps you understand how users interact with your website.
Vimeo, Inc. is an American video hosting, sharing, services provider, and broadcaster. Vimeo focuses on the delivery of high-definition video across a range of devices.
Marketing cookies
Marketing cookies are used to track visitors across websites to allow publishers to display relevant and engaging advertisements. By enabling marketing cookies, you grant permission for personalized advertising across various platforms.
The LinkedIn Insight tag powers conversion tracking, website audiences, and website demographics within the LinkedIn system.
A piece of code that lets businesses measure, optimise and build audiences for advertising campaigns.
Microsoft Advertising (formerly Bing Ads) is a service that provides pay per click advertising on the Bing, Yahoo!, and DuckDuckGo search engines.
Cookies used on the site are categorized and below you can read about each category and allow or deny some or all of them. When categories than have been previously allowed are disabled, all cookies assigned to that category will be removed from your browser. Additionally you can see a list of cookies assigned to each category and detailed information in the cookie declaration.
Necessary cookies
Some cookies are required to provide core functionality. The website won't function properly without these cookies and they are enabled by default and cannot be disabled.
Name | Hostname | Vendor | Expiry |
---|---|---|---|
cookiehub | .bigfork.co.uk | CookieHub | 365 days |
Used by CookieHub to store information about whether visitors have given or declined the use of cookie categories used on the site. | |||
PHPSESSID | www.bigfork.co.uk | Session | |
Cookie generated by applications based on the PHP language. This is a general purpose identifier used to maintain user session variables. It is normally a random generated number, how it is used can be specific to the site, but a good example is maintaining a logged-in status for a user between pages. | |||
__cf_bm | .vimeo.com | Cloudflare, Inc. | 1 hour |
The __cf_bm cookie supports Cloudflare Bot Management by managing incoming traffic that matches criteria associated with bots. The cookie does not collect any personal data, and any information collected is subject to one-way encryption. | |||
_cfuvid | .vimeo.com | Session | |
Used by Cloudflare WAF to distinguish individual users who share the same IP address and apply rate limits |
Preferences
Preference cookies enables the web site to remember information to customize how the web site looks or behaves for each user. This may include storing selected currency, region, language or color theme.
Name | Hostname | Vendor | Expiry |
---|---|---|---|
lidc | .linkedin.com | LinkedIn Ireland Unlimited Company | 1 day |
Used by LinkedIn for routing. | |||
li_gc | .linkedin.com | LinkedIn Ireland Unlimited Company | 180 days |
Used by LinkedIn to store consent of guests regarding the use of cookies for non-essential purposes | |||
vuid | .vimeo.com | 400 days | |
These cookies are used by the Vimeo video player on websites. |
Analytical cookies
Analytical cookies help us improve our website by collecting and reporting information on its usage.
Name | Hostname | Vendor | Expiry |
---|---|---|---|
_ga_ | .bigfork.co.uk | 400 days | |
Contains a unique identifier used by Google Analytics 4 to determine that two distinct hits belong to the same user across browsing sessions. | |||
_ga | .bigfork.co.uk | 400 days | |
Contains a unique identifier used by Google Analytics to determine that two distinct hits belong to the same user across browsing sessions. | |||
bcookie | .linkedin.com | LinkedIn Ireland Unlimited Company | 365 days |
This is a Microsoft MSN 1st party cookie for sharing the content of the website via social media. | |||
CLID | www.clarity.ms | Microsoft | 365 days |
Identifies the first-time Clarity saw this user on any site using Clarity. | |||
_clck | .bigfork.co.uk | Microsoft | 365 days |
Persists the Clarity User ID and preferences, unique to that site, on the browser. This ensures that behavior in subsequent visits to the same site will be attributed to the same user ID. | |||
MUID | .bing.com | Microsoft | 390 days |
Microsoft User Identifier tracking cookie used by Bing Ads. It can be set by embedded microsoft scripts. Widely believed to sync across many different Microsoft domains, allowing user tracking. | |||
MR | .c.bing.com | Microsoft | 7 days |
Used by Microsoft Clarity to indicate whether to refresh MUID. | |||
SM | .c.clarity.ms | Microsoft | Session |
This cookie is installed by Clarity. The cookie is used to store non-personally identifiable information. The cookie is used in synchronizing the MUID (Microsoft unique user ID) across Microsoft domains. | |||
MUID | .clarity.ms | Microsoft | 390 days |
Microsoft User Identifier tracking cookie used by Bing Ads. It can be set by embedded microsoft scripts. Widely believed to sync across many different Microsoft domains, allowing user tracking. | |||
MR | .c.clarity.ms | Microsoft | 7 days |
Used by Microsoft Clarity to indicate whether to refresh MUID. | |||
_clsk | .bigfork.co.uk | Microsoft | 1 day |
Connects multiple page views by a user into a single Clarity session recording. |
Marketing cookies
Marketing cookies are used to track visitors across websites to allow publishers to display relevant and engaging advertisements. By enabling marketing cookies, you grant permission for personalized advertising across various platforms.
Name | Hostname | Vendor | Expiry |
---|---|---|---|
_fbp | .bigfork.co.uk | Meta Platforms | 90 days |
Facebook Pixel advertising first-party cookie. Used by Facebook to track visits across websites to deliver a series of advertisement products such as real time bidding from third party advertisers. | |||
SRM_B | .c.bing.com | Microsoft | 390 days |
This cookie is installed by Microsoft Bing. Identifies unique web browsers visiting Microsoft sites. | |||
ANONCHK | .c.clarity.ms | Microsoft | 1 hour |
Used to store session ID for a users session to ensure that clicks from adverts on the Bing search engine are verified for reporting purposes and for personalisation | |||
AnalyticsSyncHistory | .linkedin.com | LinkedIn Ireland Unlimited Company | 30 days |
Used by LinkedIn to store information about the time a sync with the lms_analytics cookie took place for users in the Designated Countries | |||
UserMatchHistory | .linkedin.com | LinkedIn Ireland Unlimited Company | 30 days |
Contains a unique identifier used by LinkedIn to determine that two distinct hits belong to the same user across browsing sessions. | |||
bscookie | .www.linkedin.com | LinkedIn Ireland Unlimited Company | 365 days |
Used by the social networking service, LinkedIn, for tracking the use of embedded services. |
Mark Ellaway
Digital Marketing Director
19/11/2022
We see many websites that are totally focused on their products, especially in B2B markets.
Manufacturers and suppliers are rightly proud of their products, they want their customers to see them and buy them.
However you need to do more if you really want to engage people.
Using faces in websites and advertising is a proven design tactic to increase sales if done properly.
People make buying decisions based on unconscious emotional decisions and then justify them with logical reasons.
"The power of emotion is strong," says Michael Bernacchi, Ph.D., an associate professor at the University of Michigan's Ross School of Business who studies consumer behaviour and decision making. "People often don't realise how much emotion influences their decisions until they start asking themselves why they made those choices."
Bernacchi says people can be aware of the emotions that affect their decisions — for example, a sense of security or trust — but not be aware that these feelings are influencing their choices in ways they don't understand. For instance, if you buy from a company you know or like rather than from a stranger, your choice might seem logical to you but it could actually be driven by emotion.
Research shows that people process emotion differently when they see faces than when they see abstract images or objects.
One study found that people were better able to recognise words associated with positive emotions when those words were paired with pictures of faces than with pictures of abstract shapes or objects. Another study found that participants had more positive reactions to products when those products were shown on models' faces.
In other words, they feel something that causes them to act, then they rationalise it later. This means that if your website design doesn’t have faces or people in it, you’re missing out on an opportunity to connect with your visitors on a deeper level.
Here are a few specific ways showing faces and people can help boost your website conversion rate.
Showing faces and people in your B2B website design is a great way to draw people in and connect with them.
That’s because people are drawn to images of faces first and text second on websites more than any other images. And as we know, people are drawn to faces because our brains are hard-wired to recognise human emotion. So, if you have a face in your design, it’s going to make your visitor feel something — whether that feeling is good or bad depends on the image itself.
For example, if you have an image of someone smiling at you, then you’re more likely to feel happy when looking at it than if it was a picture of someone frowning at you.
The same applies if you have pictures of happy customers using your product or service — they will make potential customers feel confident and excited about buying from you too.
There are many ways to draw attention to a particular part of your website design, but one of the most effective is through line of sight.
This is where you use a face image to attract the website visitor’s attention to a key message. It can be used in several ways, from drawing attention to a certain area on the page or directing them towards another area.
Use line of sight in your web design to direct users towards other pages on your site. This could be a button or link that says “View our services” and points towards another page on your site.
The goal is that when a user clicks on it they will be directed straight there without having to scroll down the page first. In this way you can keep people on your site and increase engagement, which means more enquiries for you.
People are visual creatures. We're able to process a lot more information through our eyes than through our ears. The human brain can process visuals faster than text, making images the perfect way to grab visitors' attention and get them to engage with your site.
If you want people to trust what you're saying, then show them who said it. Testimonials are one of the most powerful tools in marketing because they help build credibility and trust between customers and brands.
Use faces to illustrate authority - people look up to others who appear more confident, knowledgeable and friendly. Showing faces on your website gives the impression that your business has experience, expertise and trustworthiness.
Show images of people to help explain what you do. If you're an accountant for example, showing an image of yourself at work with your clients can show people that you're not just another faceless business - but a real person helping real people.
Faces help us connect with people on an emotional level. This can be very useful when trying to illustrate trust on your website.
When you're designing a website, think about what kind of emotions you want your visitors to feel when they visit your site. Do you want them feeling excited? Scared? Angry? Happy? Trust is an emotion that often goes together with happiness, so using faces can help accomplish that goal.
People are your most valuable asset. Showing faces, rather than just names, helps visitors see the real people who are behind your brand.
On a team page, you can use images of your people, their names and bios to help visitors get to know them better. This can help you foster relationships with customers and prospects to build trust.
Whatever your business, we still buy from people.
No matter what you do,showing faces and people on your website can help to create trust and give your business credibility.
This article was updated on , filed under website design.
Get the latest B2B website news straight to your inbox
We can make your new website a great success.