A website that serves your brand – quick guide

Digital Design

Creating a website for yourself can be a struggle. If you ever had to do it all by yourself, it is possible that you have found it extremely frustrating.

I guess, no one can imagine a business without an online presence anymore. Website is often the first touchpoint with your brand. Although it’s an essential part of our lives, we still have troubles designing them. In result, the user leaves it very quickly, not giving us enough time to show our product or offer.

It can be easy to google good hosting, software or template, but making the website fulfil your business goals is a totally new level. There are several mistakes very common among business owners that they make while creating or re-branding their web. Make sure you avoid them and help your audience fall in love with your brand through your online presence.

Lack of information what you do

A few weeks ago, I saw a conference advertisement on my Facebook. The ad looked promising, though it wasn’t entirely clear what it was all about. I decided to check more carefully. So I clicked on the banner and was redirected to the landing page.

It took me a good few minutes to scroll up and down looking to find an answer to the questions that bothered me the most: what kind of conference is it and for who. After a few minutes, I gave up, left and never returned.

In most cases, you only have 3 seconds to convey what the user needs to know. So be clear about what you do and how you can help them. Put this information above the fold so it’s easy to find and process quickly. You can use a hero image or navigation bar. Make it short and sweet. No fluff. 3 seconds it’s all you have to convince the reader to stay with you for a little longer.

You want to be smart and creative when creating a website

There would be nothing wrong with that, if only the user, within a fraction of a second (the time when he decides whether it is worth staying or not), could understand what you try to say.

The right balance between originality and clarity makes a good headline. But if you can choose only one of them, go for the second option. Remember, your site has an important mission to fulfil – it has to inform, sell or generate new leads.

Headlines are one of the most important elements of your website that help you to achieve the goals. They help the user to quickly scan the site, make a decision and take the appropriate action. Make sure they are understandable and carry the most important information that your potential customer has to know about your brand.

You don’t know why you creating the website

When you create a website, clearly specify its purpose. Determine whether it should sale, inform or educate. Knowing that will help you to choose the right elements and most of all evaluate if it works or not.

Choose one main goal and stick to it. If you want to use your website as a sale channel organize it in the way that it’s intuitive, easy to explore. If you have more to add, make sure you agree on the hierarchy. What is more impotent for your business, what will bring you the most benefits. Divide the user’s attention accordingly. If all the elements play the same role it can be confusing for the user.

Lack of clear call to action (CTA)

If you already know the purpose of your website, make sure that the user knows what you expect from them. How to do it? Place a visible call to action in several places. It’s a header or a button that quickly and directly tells them what to do.

Tip: Place one main CTA and repeat it in several places. Make it direct. A good example of a CTA is the ‘Buy now’, ‘Book appointment’, ‘Call now’ button. Passive call to action, such as: ‘Read more’, ‘Check offer’, have less strength and prolong the decision making process.

You forget about the customer

I have a task for you. If you already have a website, open it and check how many times you mention your client. Do you show you understand him and care for him?

Most beginner entrepreneurs forget that the website is created for the clients and should show them how their life will change when they decide to buy the product or service. Too often, companies talk about their achievements, history, plans. But the user doesn’t care about all the details. They care about transforming their lives with your product.

Tip: Sometimes you don’t have to change the entire content, but only change the language you use. Example?

Before: I have been working in the interior design industry for over 15 years. Design is my passion, which started already in high school. Love of beauty is my main motivation.

After: For over 15 years I have been helping my clients create interiors that allow them to enjoy beauty every day.

Read more: Build an ideal customer avatar

You put too much text on the home page

If you want to put all the information on the main page, stop for a moment. Will your audience read long essays that eventually will bore them to death?

Getting to know your audience will let you understand what they are looking for and what problem they face. The information published on your website should be an answer to it.

Avoid listening out all the details. Minimize the text. Less is better. Let the user choose whether they want to continue reading or not. If it is enough or they want to know more.

Put the most important information above the fold. And reveal the rest step by step. Tell them what you do, what they can expect from the site, how you will help them, what they must do to order your services. Separate this information with clear headers that are easy to scan with the eyes.

Move the rest of the text to separate subpages or to the bottom of the page. Thanks to that you will have more confidence that your potential customer will learn everything in a few seconds and will be ready to make a decision – it’s enough, I’m ready to buy (call, sign up), or I want to know more.

One of the values ​​that your brand can bring to the lives of others is to save time. Remember this when writing content for your website.

Your website doesn’t stand out

User visits your site. Closes the browser not ready to make a decision yet. The next day wants to go back to make a purchase. But…. can’t remember the URL address. So he puts a phrase in the search engine, but … He can’t tell which page was yours.

When you copy your competition, your customer will have a problem to distinguish you from others. A well-designed brand identity is not just nice colours and a fancy logo that follow the trends. First of all, it’s a way for your brand to become recognizable and memorable.

It is not about being different and shock the recipient with a rainbow and glitter. Properly selected colours, typography, photos or illustrations combined with a catchy language can work wonders.

Remember that brand identity should reflect the nature of your brand.

Too complicated navigation

Step into the user’s shoes. How long would it take you to get to the information you are interested in. Your audience must be able to finish the task quickly and without much thinking. You help them save time and avoid frustration.

One of the most important tasks for you is to shorten the process as much as possible. Not only will you make the customer love your site, but you will also reduce the likelihood of rejection and high bounce rate.

One of the most common reasons why internet users do not make decisions and quickly leave the site is the frustration associated with difficult navigation. Remember – take care of simplicity and readability.

Empower your brand with strategy that works long-term

I help show your brand’s true potential using strategy and design. I support small entrepreneurs in reaching their brand’s goals, connect with the right audience and stand out from the competition.

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Written by Magdalena

Written by Magdalena

Brand Specialist

I am on a mission to empower small entrepreneurs in reaching their brand’s goals, connect with the right audience and stand out from the crowd. I use strategy and design to show their brand’s true potential.

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