6 Tips to Improve Your Website Branding
There is more to site branding than just a flashy logo. Your site should ensure visitors view your brand in how you want it perceived.
A well-branded website will increase the overall value of your organization by enabling you to easily acquire new customers.
Branding — be it consistent tone and visual elements, active social media accounts or something as simple as an proper choice of font — is key to standing out among your competitors.
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There is no single correct way to present your brand online, but there are some elements which are universal. This article will explore some simple, yet effective, ways in which you can improve the branding of your site online.
Keep it simple
Ensure that your site has everything it needs, but nothing more. Too many bells and whistles, or too much content, can be problematic. Your clients do not care how clever your website’s layout is — they want things to be clearly laid out in a way that’s easy to digest. Keep your site simple, and in doing so you will make it easier to navigate.
On a similar note, your customers don’t wish to wait. If a website takes a long time to load, customers will just leave, and try to find what they’re looking for somewhere else. That isn’t great for website branding.
Show your clients who you are
Remember that there’s more to a site than visual elements and navigational tools. What’s your brand all about? Your About or About Us page can change how potential customers see your brand; if you can inject your unique identity into this page, it will be easier for visitors to relate to you, and because of this, easier for them to participate with you.
Try to inform your customers your story. Share your values and what you stand for; you can also share some photographs and testimonials, your company’s worth statement or simply the business fundamentals you follow. Just make certain that you are consistent. When your customers know what you’re all about, they will feel as if they can trust you. Trust is one of the crucial things that a site branding can help you earn.
Maintain your focus clear
What do you want your customers to do on your site? An appointment set? This point goes back to’keep it simple.’
Your customers need to be clear about what you’re offering, and how it’s going to benefit them. Have one aim in mind, and guide your customers toward taking a particular action. Your website branding should be consistent with this goal. If you distract your customers with too many choices, alternatives or offers, you will paralyze them with indecision. And they’ll leave.
Be consistent in your style and visual elements
In a similar vein to the point above, the visual components of your website also need to be internally consistent. Your logo, for instance, is a very strong branding tool; a visual representation of your brand. Displaying your logo prominently on your site — on your header and footer in addition to your favicon, or perhaps on contact forms. You want your customers to identify with it.
Visual branding does not end with your logo, however. The rest of your website should be consistent with your logo and theme. Fonts, particularly, can give you credibility, provided they match your brand. Is your brand playful? Professional and dignified? Find a font which represents what your brand stands for.
Showcase your customers and their successes
It is acceptable, even expected, for your brand to concentrate on itself to a certain extent on your website. It’s perfectly fine for you to brag a little, but do not forget the sort of success customers want to see is the success they could have for themselves.
Testimonials and review can influence prospective clients toward conversion; they’d rather hear from a third party, someone like them, that what you provide is worthwhile. They expect you to say your product or service is great, as you’re the one attempting to market it!
If a product or service that you offer has had a lot of positive feedback in the form of reviews and comments, that may go a long way. This shows that you are trustworthy, which is especially important for businesses functioning online. Your customers may even be inclined to pay a little more as your product or service is already proven to be valuable.
A excellent way to activate customer engagement is to get a solid presence on social media. Ensure that you keep these social accounts active. By displaying social networking widgets on your website you not only enable your clients to view consistent updates, but you provide them with a way to reach out for you.
Engage with your clients. Regularly update your social account with fresh content, offers or advice. While social media activity can be time-consuming, it’s well worth the investment.
If you wish to enhance your site branding, then you ought to try and think like a customer. What information would you find useful, and what would you ignore?
What makes your website easy to navigate, and what just gets in the way?
What would you want to know — and how can you find it out?
You work hard on your website, so don’t neglect your branding. Your website is a powerful tool for generating conversions; use it to enhance the perception of the brand!