Practical Insights for Building Biotech and Life Sciences Websites that Connect

In the complex field of biotechnology, effective communication is crucial. This is particularly true for companies developing solutions for areas like single-cell analysis and research, where the technology can be complex and the applications vast. Two leading companies in this space, 10x Genomics and Mission Bio, provide excellent case studies for how to effectively communicate complex scientific concepts and product offerings through website design.

These companies operate in a field that demands clarity. Their websites serve as critical interfaces between the companies and their various audiences. In this review, we'll evaluate the strategies these companies employ to achieve clarity and engagement through their web presence.

For Context: Single-Cell Analysis in Biotech

Single-cell analysis is an approach in biological research that allows scientists to study individual cells in complex tissues.
This technology has wide-ranging applications, from cancer research to developmental biology.
The tools and methods in this field are often highly technical and complex.
Companies in this space generally need to convey the value and applications of their technologies to a diverse audience, including scientists, healthcare professionals, and investors.

With this context in mind, let's examine how 10x Genomics and Mission Bio approach website design to effectively communicate.

10x Genomics

Design Strategies

Clear Value Proposition: The homepage immediately presents the company's value with "Trust your results. Maximize your budget."
Visual Storytelling: Uses icons and illustrations to simplify complex concepts related to single-cell analysis.
Product Categorization: Clearly organizes innovations and products into distinct sections, helping visitors understand their range of single-cell analysis tools.
Social Proof: Showcases publications using their products, building credibility in the research community.
Application Focus: Highlights various research areas where their technology is applicable, demonstrating the breadth of single-cell analysis.

Clarity in Communication

Layered Information: Presents high-level concepts on the homepage with options to dive deeper into technical details.
Visual Aids: Uses diagrams and illustrations to explain complex single-cell analysis concepts.
Consistent Terminology: Maintains consistent use of technical terms throughout the site.

Mission Bio

Effective Design Strategies

Engaging Hero Section: Features a dynamic image of DNA, immediately setting the context for their genomic analysis tools.
Focused Messaging: Highlights their core technology - "Track genome-wide copy number variation" - clearly stating their specific niche in single-cell analysis.
Application-Centric Approach: Organizes content around specific applications like hematologic malignancies and solid tumors, showing real-world use cases.
Product Showcase: Prominently displays their main product, the Tapestri Platform, making it easy for visitors to understand their primary offering.
Technical Detail Balance: Provides enough technical information to appeal to scientists without overwhelming non-specialist visitors.

Strategies for Clarity in Communication

Application-First Approach: Leads with real-world applications before delving into technical specifics.
Clear Product Definitions: Succinctly describes what each product does and why it matters.
Scientific Context: Provides background on why single-cell analysis is important in each application area.

Key Takeaways for Biotech Website Design

Clear Communication of Complex Concepts

When designing your own biotech website, use visuals, such as diagrams or icons, to represent key points and avoid overwhelming visitors with dense text. Offering different layers of information, such as summaries with deeper dives into technical details, can help cater to both specialists and non-specialists.

Clear Product Messaging

Ensure your messaging clearly communicates what your products or services are, who they serve, and why they matter. These points often get lost in either overly technical details or high-level language that glosses over the specifics. Take the time to make sure the basics are covered in clear, straightforward terms.

Balance of Technical and Accessible Content

Provide enough technical depth for scientific audiences while remaining accessible to non-specialists. Consider using expandable sections or "learn more" links, so that visitors who want to dive deeper into the science can do so without overwhelming others who may just want a quick overview.

Application Emphasis

Make complex technologies more relatable and tangible by focusing on real-world applications. This not only shows the versatility of your offerings but also helps potential customers and investors understand the real-world impact of your innovations.

Credibility Building

Case studies, published research, and customer testimonials are powerful tools for credibility. If your products are used in notable studies or by prominent research groups, make sure to highlight that. For those at earlier stages, consider featuring early partnerships, pilot studies, or any third-party validation that shows your technology is trusted in the field.

Practical Insights for Building Biotech and Life Sciences Websites that Connect is a blog series that reviews the web strategies of leading life sciences companies. Each post highlights effective design elements, areas for improvement, and key takeaways for anyone looking to build or improve their own website in the biotech and life sciences sector.

Inform Solutions has worked with Mission Bio on various projects but was not involved in developing their website. Inform Solutions is not affiliated with 10x Genomics. The opinions expressed in this blog post are based on publicly available website content and are intended to provide insights for educational and informational purposes only.

Biotech Website Design Review: 10x Genomics and Mission Bio