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Meet Business Insider’s new advertising website; crafted by N4, powered by Webflow Enterprise
Business Insider is a New York-born media company that has been shaping the business news landscape since 2007. With a global viewership of 100M+ monthly visitors and 260M+ social followers, the company has built a dedicated and expansive audience who rely on its cutting-edge insights for their professional lives. But the publication’s influence is broader than business, extending beyond the 9 to 5 to help readers thrive in their personal lives too.
N4 was engaged to help Business Insider build an enterprise-scale advertising website, bringing the company’s premium B2C audience to life in a way that resonates deeply with desired brand partners. The site needed to stand out among competitors and truly reflect the brand’s ethos, emphasising that business journalism doesn’t have to be boring, and neither do your ads.
As for the timeline, the schedule was ambitious, with plans for a swift launch. Thankfully Webflow Enterprise allowed our team to move fast and complete the project end-to-end in just short 12 weeks. We began with deep collaboration, working closely with Business Insider’s team on the strategic direction. This process involved designing B2B client personas and thoroughly analysing competitors. Then, after evaluating conversion journey flows, analysing data, and planning the SEO strategy, we outlined the content architecture, taking a content-first approach to drive meaningful connections that lead to real-world impact.
Details
Building the digital face of an advertising powerhouse
When exploring optimal B2B clients, Business Insider’s vision was clear: they wanted to be positioned as the ideal advertising partner for tech, finance, healthcare, and lifestyle brands. In order to nurture these specific relationships, the website needed to effectively demonstrate the company’s voice in these sectors, showcasing its authority with compelling content, proven results, and an unforgettable user experience.
In turn, it was essential to develop a rich messaging framework and robust brand presence. The entire digital experience needed to confidently articulate Business Insider’s distinctive character while taking visitors on a remarkable journey, helping them understand why Business Insider is the daily media habit of 100 million ambitious go-getters.
Leveraging Webflow Enterprise to launch in 12 weeks
Webflow was the ultimate solution for meeting Business Insider’s ambitious timeline. While websites of this scale can take a year to build, Webflow’s Enterprise offering allowed our developers to accelerate their workflow by 65%, delivering a cutting-edge advertising website in just 12 weeks.
But beyond development agility, Webflow Enterprise also provides significant long-term benefits, including seamless global scalability and robust security measures, ensuring consistent performance and protection across all markets. From start to finish, every Webflow project is built to uphold the highest standards of functionality — an imperative for any high-growth business.
Introducing a fresh, authoritative design
To distinguish Business Insider as a leading partner and must-buy publisher, our Webflow Designers drew upon key elements of the existing branding, such as bold typography and distinctive wayfinding motifs.
These foundational design principles had great influence throughout the design phase, guiding our visual direction toward a sleek, tech-forward interface that integrates advanced motion design, fluid animations, and bold typography to reinforce the company’s positioning.
Content-first, to drive lead generation
By taking a content-first approach, we were able to build a highly intuitive digital experience for Business Insider Advertising. From unified storytelling to bold headlines, the entire journey is centred around fostering genuine user engagement, building momentum toward conversion.
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“THANK YOU for the amazing effort, talent and love you put into making us the most stunning website. You have been exemplary partners, going above and beyond to make it all happen. Our CEO “squealed with delight” when she saw it!”
Jaime Fallon
Creative Director, Business Insider
, N4
“A massive thank you for the absolutely stunning work on the website! We are getting rave reviews from executives, sellers, our fellow marketers, and the industry alike. Thank you for bringing our vision to life ... We’re thrilled!”
Pamela Kaupinen
Business Insider
, N4