Adding Value to Your Brand: Building a Website That Works
Brands are powerful. Powerful enough to the point that consumers spend their hard-earned money on your brands’ product and services – without even thinking twice and would even go out of their way to spread the word.
Brands, however, are not limited to large business groups or companies worth billions of dollars. Small businesses and individuals should strive to create their own. And, since building a website is usually the first step towards the entire subset of work towards building your brand, here are some things to remember in order to add value to your brand:
SIMPLICITY IS KEY
Simplicity succeeds for a reason – mainly because it’s human nature at work. We humans make fancy some complicated things but we won’t still be happy with it. Simplicity has a way of easing up things, getting things done. Simplicity is in everything from effective writing to some of the world’s best designs. Anything complicated and you’d lower your chances of success.
Keep your web design simple. If you are a small business, all you’d need are a couple of pages about what you do and a blog (and maybe even a well-laid out store). You’d not need a ton of pages with content bleeding through the edges. You certainly don’t need flash. You get the drift, don’t you? Remember: Less is more.
MAKE THE WEBSITE FOR OTHERS, NOT FOR YOU
Try to remember – it’s not all about you. Focus on building and maintaining a website for your readers, visitors, or customers. Stay away from an “About Us” page that extends into multiple scrolls and reads like an unfinished book. Again, like point #1, keep it simple.
INVEST IN “FIRST IMPRESSION” ELEMENTS
Since all businesses start from scratch and have no brand to speak of, there’s no empirical evidence on how good your products or services are at this juncture. Fear not, for there are a few things you can do to make customers trust you. Assuming you started with a catchy name to build your brand on, create a logo that is simple and yet captures the significance or meaning of what your brand stands for. Developing a logo like that requires investment but it is well worth the effort.
The colors, the placement of buttons, the way text is aligned, the responsiveness of your website, and the graphics will all create those important first impressions that will be your only trump cards when you are just starting out or when you are in the initial stages of building your brand.
WHAT DOES YOUR COPY SAY?
While the logo, the graphics, and the overall look of the website does determine first impressions, your website copy helps solidify these first impressions. Make your customers want to read more. It’s no coincidence that some of the greatest copywriting samples are the reason why some businesses still rock the boat.
WHAT’S YOUR MARKETING STORY?
Heed the power of storytelling! You’ll need to persuade, motivate, inspire, and captivate your audience. Bombarding people with ads and bland copies and publishing trite content regularly just because – definitely will not help you.
You will need a story. Your business needs a purpose. Identify that purpose and find a way to reiterate this purpose throughout your website. Make it all easy for your customers to know you, love what you do, and trust you to solve their problems.
NO VALUE IS POSSIBLE WITH GLITCHES
Broken links, pages that load slowly, uninspiring design with nothing more than all-too-common royalty photos turn people off.
Get all this right and you are on your path to create a brand. Your business is now on the verge of providing value (and also being able to communicate about it) well enough. While a lot of things go into websites, copy, your marketing strategy, and your brand, these are at least the beginning steps you need to take.