The Importance of Brand Messaging for a Successful Website Redesign

I’m positive you’ve landed on somebody’s web site and felt like one thing was simply…unsuitable; or possibly you had been immediately turned off with out even realizing why.

Likelihood is, you rapidly clicked again to discover a competitor’s web site, the place you felt extra comfy and safe.

Your guests might really feel the identical manner if you happen to don’t take note of the way you come throughout to your audience.

That’s why it’s essential to establish your model type earlier than you redesign your web site.

In my newest Tea Time Tip: Advertising and marketing For Busy Entrepreneurs, I shared some essential elements to making sure your web site redesign is successful so individuals really feel comfy, excited and engaged once they land in your web site. You may watch it right here.

On this article, I’m going to share 5 questions you want to reply to find out your online business model id and create the simplest web site potential.

1. What first impression do you need to give?

You have got about 5 seconds to make a primary impression. The important thing findings from a Google examine confirmed that websites with low visible complexity and excessive prototypicality (how consultant a design seems for a sure class of internet sites) had been perceived as extremely interesting.

Lengthy story quick: maintain it easy and clear.

One among our purchasers wished us to create an internet site for his or her collectible classic card enterprise. They do reside “rips” of unopened classic sports activities playing cards (working with the sort of enterprise was a primary for us)!

The problem was to make their web site, which options an enormous vary of sports activities playing cards from various many years, straightforward to navigate.

One among our options was to interrupt down playing cards by yr within the right-hand navigation, and to spotlight featured packs on the house web page.

My recommendation to you: put loads of thought into the way you arrange your own home web page. If guests land on a cluttered, complicated web page, their first impression goes to be one among overwhelm, and off they’ll go to one among your opponents.

2. How are you utilizing colors, pictures and fonts?

You ought to be following your model information in terms of selecting design components in your web site.

In case you don’t have a enterprise branding information, it’s time to create one to establish your type and provides path to workforce members.

In fact, smaller companies gained’t have as massive a model information as companies, however you want one thing that represents the visible components of your web site, otherwise you’ll find yourself with a hodge-podge of components that can confuse your guests and sabotage your model consciousness.

Right here’s a snapshot of our latest rebranding efforts that present an total feeling of what we would like our model to emanate and the design and elegance components we use in all our advertising supplies.

3. Are your pictures high-quality, and delivering goal and that means?

Each picture you select in your web site tells a narrative. In case you choose poorly-lit photographs or cheesy inventory imagery, you’re giving individuals the unsuitable impression. They could see your online business as low-cost, lazy and unprofessional.

Take the time to make imagery a part of your model id. Outline what you need your pictures to painting, and what ought to and shouldn’t seem in your web site. Listed here are some examples I’ve seen in firm’s enterprise branding pointers:

• Use softly-lit, impartial imagery that reveals younger professionals in a artistic atmosphere

• Keep away from inventory photographs the place individuals are trying immediately on the digicam

• Hold product-focused pictures to a minimal; each picture ought to have not less than one particular person in it

Decide the suitable photographs to indicate off your distinctive character and elegance, whether or not you rent a photographer or use inventory pics.

There are such a lot of completely different explanation why a small enterprise proprietor might determine to rebrand an internet site: poor conversions and/or gross sales, complicated navigation or an outdated design, to call a couple of.

Nevertheless, it’s important to have robust reasoning, logic and stats behind rebranding your online business. This information will enable you to first perceive whether or not or not you want to reinvent your online business, and if you happen to do, the right way to rebrand your web site in the simplest manner potential.

Learn A Complete 2019 Information to the Web site Redesign Course of

4. Is your copy telling a compelling story?

An important factor to recollect once you’re writing about your services or products is that it’s about THEM, not you. It’s your alternative to indicate and inform prospects the advantages of utilizing your services or products.

You are able to do this with:

• A fascinating headline. Which article are you extra more likely to learn: one which has the headline “Write Higher Blogs” or one that claims “10 Surefire Methods to Write Blogs that Make Cash?”

• Concise, but informative and compelling copy. Folks get overwhelmed in the event that they land on an internet site that has a novel on the house web page.

Determine model type after which inform your story succinctly and with goal: what are the advantages your service gives? How will you assist your audience remedy their drawback?

Break up copy into digestible paragraphs moderately than lengthy blocks of textual content.

• Keep away from trade jargon. Write in your prospects’ language. Keep away from acronyms they gained’t perceive, or overly-technical language that solely an professional would grasp.

Additionally, steer clear of over-promising, or fluffy claims (Assured to vary your life! Lose 10 kilos in a single day). Bear in mind, you solely have a couple of seconds to make a primary impression.

• Select your CTAs correctly. Your CTA (name to motion) is what your content material is guiding your prospects in the direction of. It’s the motion you need them to take. By utilizing one thing like “Click on right here,” you’re not displaying your guests what they’ll get.

Use “Reserve your spot now” or “Begin your journey in the present day” or no matter it’s that can resonate together with your audience.

5. How straightforward is it for individuals to attach with you?

Your contact web page ought to be clearly seen in your high navigation bar, and if in case you have a bodily location, it is best to embed a map on it together with instructions to make it as straightforward as potential for individuals to seek out you.

Check out our contact us navigation. We function it prominently within the high menu bar on each web page of our web site, plus we give another choice proper above, which permits our purchasers to name us for quick, skilled service.

Your social media icons also needs to be entrance and centre so that folks can join with you on Fb, Twitter, LinkedIn, YouTube, Instagram, Pinterest…whichever ones are related to you.

The extra followers you acquire, the extra alternatives you’ll have to have interaction your viewers and drive leads and gross sales. Listed here are some tips about social media promoting.

The higher you perceive the significance of brand name messaging, the more practical your web site redesign?—and your online business?—will probably be. Ask your self these essential questions and search the assistance of knowledgeable web site design firm to launch probably the most compelling, partaking and profitable web site potential! You and your prospects will probably be glad you probably did.