If you’re a business owner who wants your organization to move to the top of search results, you’ve heard this recommendation too many times to count: brand yourself in every way possible. It’s good advice, and it still holds true.
Companies have heeded this advice – they’ve taken to paid ad space, social networks, and professional networking sites. But some of them are still missing one crucial piece of the branding pie: their website.
Having your brand plastered onto high-traffic sites is great – but it won’t necessarily convert website traffic into sales if your customers aren’t impressed by your website. In order to convert traffic to conversions, you’ll need a site that has solid functionality, ease-of-use, and ways to build customer loyalty. Contemporary branding begins and ends with a company website that leaves a favorable lasting impression on every person who visits it.
Is Your Website Reflecting Your Brand?
When customers visit your website, there should be no confusion about what your brand and company is. If you’re promoting athletic shoes, for example, then your website should feature some of your best or latest products and feature your name prominently. That way, people will associate your brand with that kind of footwear.
By the same token, a public relations company should focus its website on differentiating their business from other PR professionals in the region or niche.
Eliminate brand confusion with consistency.
As a company grows and develops, it undergoes several metamorphoses. It changes names. It changes product lines. It changes ownership and brings other businesses into its fold. During any sort of development, it’s crucial to keep your organization’s website up to date to prevent muddling your branding efforts. Make sure that any old websites redirect web traffic to your current site, and always build sites with URLs that are relevant to your business.
Consistency is vital to branding: customers need to know who they’re doing business with and what products they’re spending money on. Have a clear idea about your company’s product and services – and focus on marketing that single identity.
Have quality website integration.
Well-built, thoughtfully designed websites tend to be better for users than sites that revolve around one flashy, visual element. People enjoy entertainment and visual stimulation, but they really value information. Quality website integration involves the following factors:
- regularly posting relevant content
- proper placement of cross-links
- utilizing efficient SEO and SEM website strategies with strategic keywords and analytical tools
- sharing content on various social media platforms
Show what other people think about your brand.
Happy customers who have worked with your company in the past can be hugely influential in promoting your brand. Testimonials posted on your website can inform visitors about the positive experiences other people have had when working with your company.
For one thing, these testimonials build up trust and brand loyalty. And for another, your customers’ words and faces will contribute to your overall branding efforts: potential customers and website visitors will see these happy clients and associate them with your brand.
Pay attention to the placement of your testimonials: your customers should be able to see them while still being able to read about your company’s products – and also able, as always, to navigate through your site efficiently.
Get Your Website on Board with Your Branding Efforts
Your website is the hub of your branding efforts: it’s one of the main places that people will find information about your company, and it’s where people will turn to find out how to buy your products or request your services. Make sure your site is doing a good job of reflecting your brand – you’ll get your message across to visitors, and you’ll eventually convert visitors to customers.