Websites are referred to as “interfaces” for a reason. They are points at which you meet and interact with others, and in today’s digital age, your website is the first impression you make on a prospect. Your website offers visitors an initial experience with your brand, and for that reason, it is vital to your brand’s success.
There are a number of factors to consider when designing a website for the purpose of showcasing an individual, business, product, or service. When executed with creative design and skill, these elements have the potential to take your website and brand to the next level.
Your website is one of several encounters people have with your brand. In addition to an online presence, you may also have social media accounts, physical products, and advertisements.
Building and maintaining brand recognition involves keeping your style and messaging consistent across all of these platforms.
When consumers are conflicted during purchase decisions, they often fall back on the option that is most familiar to them because it seems less risky. Ensure that visitors to your website will be met with recognizable characteristics of your brand.
When someone visits your website, what do you want them to know before they click away? If you could only communicate one thing to them about your brand, what would it be? Make sure this comes across loud and clear, right away.
Establishing your brand’s message is the first step; figuring out how to transmit it comes second. All of the copy on your website should be focused on hitting this target message.
While text is an important, obvious way of communicating this message, the overall aesthetic of your website speaks volumes about your brand and what defines it. Try not to overload potential customers with a sea of text they have to paddle through. Instead, make it easy on them through the use of concise messaging that gets straight to the point.
The colors you use on your website are intimately related to the feelings and emotions your brand conveys to your site’s visitors. People are more likely to remember the feeling they get when they visit your website than they are to recall actual content, so it’s important to use tools that make a positive impression. And this has everything to do with color.
Do some research on the emotions associated with certain colors to advise your decision-making, and implement them accordingly.
If your brand was a person, what personality traits would you use to describe it? Would it be fun and wild? Or sleek and sophisticated?
Personality is an important consideration when you are first crafting your brand identity, but it is important to revisit when designing something as vital as your website. Just as we are attracted to people because of their personalities, we are drawn to brands for the same reason. Your website’s personality has the power to identify and refine your target niche based on the types of people it most resonates with.
Setting the tone of your website is similar to designing your home’s interior. The different elements of a website are like furniture, and different arrangements of this furniture can drastically alter the room’s vibe. A website’s tone relates more to how elements are arranged rather than what those elements are.
When viewed as a whole, what mood does your website give off? What kind of voice is the text written in, and how does it relate to the other visual elements of the site?
6. Value Proposition
While a beautifully designed website may be enough to draw people in, focus on the end game: a call to action that prompts the sale, contact request, opt-in to receive more information, or at least an action to learn more.
Underneath the bells and whistles, you have a valuable product or service to share, and whatever this is should be readily apparent to anyone who visits your site. The stylized elements of your website should all serve to highlight your value proposition, not distract from it.
Market research can be helpful for getting an idea of how your competitors are successfully marketing themselves online. Other brands’ websites can be a great source of inspiration, but in order to stand out from the crowd, it is important to approach your site’s design with originality and creativity.
Think about what differentiates your brand from others in the same space. Why should your target market choose your brand over your competitors’? Going back to the roots of your business and getting clear on your brand identity will help pinpoint what makes your brand stand out, and your website is an ideal place to promote these differences.
If you find yourself struggling with any of these concepts, it’s always helpful to have the support of trusted branding and digital marketing professionals. Explore our web design page to see some of the work we’ve done for past clients and to learn more about our services.
Would you like to learn more about how Deal Design can help market your brand?