Website design is daunting, to say the very least. Even with a DIY program, you still must customize your company’s site enough to stand apart from other. Help from a web developer is always beneficial, but even they can’t provide all the assistance you need. What could possibly be missing from a website crafted by a professional developer? Your brand.
Branding your website is probably the hardest aspect of design, because the other hard things, someone else can do for you. When it comes to your brand, no one knows better than you do. So, how can you make sure your brand is evident throughout the pages on your site? Here are some undeniable truths about branding your website:
1. You must first develop your brand standards.
Designing your website before you’ve determined how you’ll be received is like walking backwards and blindfolded. Unless you’re sure of your vision, your mission, and your target audience, your website will only serve to confuse potential buyers.
Even without elegant design, you can get these standards across to your buyers. Consumers will forgive stock photos and annoying fonts if they can see your company’s purpose and value immediately.
2. Your logo does not equal website design.
Yes, your logo is the face of your company, but it should never be the sole identifying factor. Paul Rand said, “It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned.” Your audience should be conditioned to understand your brand the moment they arrive on your home page, from the colors used to the content you share. Will they know what you sell, how you sell it, and, more importantly, why you sell it?
Unless you know your brand strategy inside and out, plan your website design around that brand strategy, your only identifying mark will be that logo. And that’s just not enough.
3. Your website is not static.
You’re not designing a brochure here. Your website must grow and change with your company, yes, but also with your buyers. To make sure your site is dynamic, you must continue to create great content that tells your brand story. Your content comes in the form of frequent blog posts, landing pages for lead generation, and even videos and images that share your products and company culture.
In addition to keeping fresh content to interest your buyers and solidify your brand message, dynamic content also helps you with search engine rankings. Google loves fresh content and gives priority to sites that have updated recently. If you think you can create a site and then leave it alone, think again.
4. You only get one chance for a first impression.
In many cases, your website is how potential customers will determine their first impressions. Taking your website live before you’ve worked through your brand standards and made sure they’re consistent across every aspect of your website could lead to disaster. Believe it or not, 64% of consumers say they’ll leave your website and never return if they have a bad first experience.
Now, if you’re not sure of your brand standards, we can help. You can’t share your company with the world if you’re not yet sure what you do. Let’s have a discussion about your mission and values. Let’s talk about the face you want the world to see. Take website design and development slowly and be meticulous. You want every word of your brand story to be heard.
