Almost every stage in the sales funnel can be completed online these days. That means that your leads will likely start off at your website. If your website is lacking in telling your brand’s story, they won’t stay. This guide hopes to help you boost conversions through your branded website.
Every successful company that’s currently in the modern market has one thing in common: a strongly branded website. Think about it. When you go to a major retailer’s website, it stands out. This is largely because their branding is consistent and helps push their brand’s story. If your business is conducted solely online, this is even more true. However, no matter how much of your business relies on the Internet, you need to master the art of a branded website. You only get one first impression, and if even a quarter of your leads find you online, this first impression needs to be great.
Where to Start
Previously, we’ve discussed Brand Identity and how that creates a visual representation of who you are and what you do. A huge component of a well-branded website is the element of a strong brand identity. It’s important to map out your color palettes, font choices, and overall tonality before putting these pieces into your website.
Once you have your brand identity kit, you can begin implementing these into the full website. Your logo should be placed in the upper left-hand corner of each page. This location is eye-catching without distracting the viewer from the overall message of the page.
Again, depending on your budget, this will look differently for everyone. However, it is a good idea to map out at minimum the website page names before getting started with a professional designer.
Remember, it’s important to consider the overall voice of your brand when creating your branded website. If you want to appear more whimsical and playful, choose a template with suitable colors. Light pinks and blues work well if you’re going for a youthful vibe, while monochromatic black and white allows you to appear professional and classic.
The psychology behind brands and colors is a very real thing. For example, brands who deal with money (such as financial advisors) often choose green as their statement color. Not only does green relate to money, but is also the color of balance, harmony and growth. It’s an incredibly versatile color, so even brands who veer away from these niches have been known to use it as their staple.
Some people may argue that content is even more important than a sleek appearance in your website. What good is it if your site looks amazing, but lacks in high-quality content? The good thing about website content is that there really is no one-size-fits-all. Your most important goal is to make sure that the content pushes your brand’s narrative. A consistent voice should be present in all content on your website. Even the fine details. You may think that nobody’s looking there, but if it’s published, someone is going to!
Each piece of website copy needs to be error-free and meaningful. Grammatically correct does not mean dry! In fact, if your content is error-free, it’s more likely to hold the attention span of your audience. If you can’t outsource your website copy-writing, tools like Grammarly help with both basic and advanced grammatical checks. You don’t want to have a published website with the wrong form of your and you’re! (It happens, though!)
We also offer a content creation service where we can help you with additional copy for your website. This includes blog and social media content, as well! Our goal is to make it easier for you to use your consistent voice throughout all your channels quickly and efficiently.
Our final tip is to make sure that you’re using clear and relevant images throughout your website. Imagery can be a useful engagement tool if you’re using it correctly. These images can direct leads to your services and get them excited about it before diving in. Also, make sure your website is mobile friendly. Odds are, at least half of your leads will be accessing your website on their mobile device. Think about it – how often do you do your online shopping from your phone?
Now that you understand the importance of a branded website, it’s time to put it to the test! Complete our New Client Questionnaire so that we can understand your needs and provide the best fit solutions.