YOUR WEBSITE AND YOUR BRAND: Five Helpful Tips On How To Harmonize Both

In today’s world, every business owner knows that having a business website and social media accounts is vital for reaching customers. Most startups successfully create an online brand for themselves, but maintaining that brand presence takes a considerable amount of time and energy. Consumers are likely to first encounter your brand online than off, and even those who get their first impression of your brand in print often follow up with a Google search. So, when you start thinking you should let your online brand just drag along, wake up and smell the coffee.

A corporate website is the sum total of a business’ branding platform, an accumulation of all the aspects that have come together in various ways previously in an easy to access format. The goal of a website is to characterize a company, sell its products, attract more visitors, generate more business leads, promote more sales of company’s products and services, and ultimately help gain more return on investment. To achieve these, a company should have a consistent brand message that cuts through the clutter and builds loyalty and trust with the customer.

A good website should easily portray the company’s values and culture. Visitors who are satisfied will reach out to other potential customers, which will increase your business prospects.

Here are 5 questions that could help you know if you are doing right by your website…

  1. Does the experience of your site feel authentic?

Your site should not look like the clone of another. It should convey your brand personality — through imagery, motion, color, typography, layout, voice, and tone. If you’re all about information and statistics, make your site crisp and efficient. If you offer  creative services, show them off on your site. High end brand? Communicate that through elegant design.

The headlines and visuals on every key landing page should communicate your competitive strength. If they don’t, rethink them.

  1. Does your website contain a clear call to action?

Anticipate the way users want to interact with your site then build the site in a way that lets them do that, because most web users are task oriented and goal driven. A visit to your website should leave them saying (with satisfaction), “I found what I needed.”

View more work. Search our listings, Sign up for our e-newsletter, Speak with a representative, Add to cart etc, are some calls to action you can use to make your website easily navigated.

  1. Is what you do clear and interesting to your users?

The importance of first impressions cannot be overstated. You aren’t a monopoly; consumers are constantly comparing you with competition. Visitors should grasp, within seconds, who you are and what you do.

Use  simple and clear descriptions of the company’s mission and vision statements.

  1. Does your site strengthen the experience you’ve created on other channels?

The goal is to create a seamless experience — online and offline. If consumers are already familiar with you from, say, an ongoing business relationship, a retail presence, or media coverage, your business’ website needs to deepen their understanding of your value. It should move them along the continuum of Awareness- Deliberation – Preference -Purchase.

Your online and offline experiences should work in sync, reinforcing one another.

  1. Does your site feel current?

If the answer is no, then you need to do better. An outdated website equals an outdated business. It is important to know that an out-of-date website leaves a negative impression, on a grand scale. Therefore, do not  create a website you can’t manage; consciously commit to monthly, weekly, sometimes even daily updates.

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