It doesn't matter whether you're an established brand name in your niche or a brand new startup looking to hit the ground running. Branding your website is vital to visibility. If you want to effectively grow your brand online, you need to know the significance of website branding.
Consistency increases chances that customers recognize your brand across platforms. By having a cohesive and consistent design and message, your business can achieve excellent market visibility. Consumers and visitors will quickly recognize who you are, what you stand for, and what you deliver as a company.
Easy ways to do this from the jump are writing good blog copy and maintaining the same tone and brand voice across all marketing platforms.
Along with written content, having a consistent color scheme, logo, and product descriptions are easy marketing slam dunks.
Overall, your website branding strategy should deliver a memorable customer experience, maintaining brand identity, and communicating your mission and values.
In short, consistency equals brand recognition.
Build Trust With Customers
With solid brand recognition, use your website branding skills to create a bond between you and your customers. Think of your favorite brands whose products essentially speak for themselves.
When thinking of a brand like Pepsi, you know what you're getting. In 2018, it overtook competitors like Coca-Cola in the Effie Index. With decades of goodwill built up with Pepsi consumers, there's no question about the product.
Your Website Is One of the Most Important Touch Points of a Brand
While there are other invaluable touch points for your business, like TV spots, newsletters, and good, old-fashioned word of mouth, websites are arguably the best.
Websites are some of the most influential touch points of your brand. For example, if a customer is determined to buy a particular product, they'll engage in product research when using websites to explore their different options.
Establishing website branding also helps show your brand's value by setting your business apart from others.
Showcase What Makes You Better Than Competitors
Remember to differentiate. With effective website branding, you can easily distinguish what sets your company apart from competitors through a creative medium.
In your field, people may have numerous choices between similar products. But which should they choose?
Website branding can convince people why your product is the best for their needs. This also ties into being consistent with your brand voice, tone, and website visuals.
Whatever you do, don't imitate different competitors. It's lazy marketing and hurts your brand in the long run. Being derivative doesn't help anyone, least of all you and your customer base.
Does your website offer a unique, emotional connection to your audience? What about a cohesive visual design? These aspects mean a lot, which directly ties into creating a memorable impression to make people come back to your website.
Keep Them Coming Back for More
Always leave a good impression. Website visitors make snap judgments, and it only takes 0.05 seconds for someone to essentially decide whether your site is the right fit for them. Low visual complexity in web design is a significant factor in keeping customers on your business's site.
The last thing you want is potential customers to leave your site with a bad taste in their mouths.
Bad UX/UI, poor quality writing, and clashing colors can easily deter users and lose your clients.
Start by ensuring everything on your website is functional.
Decrease Bounce Rates With a Good First Impression
If you're having difficulty with keeping eyes on your content, try and discover why. Are your blog posts a bit bland? Remember to write authoritatively, confidently, and deliver a need creatively and concisely.
Other great ways to decrease bounce rates are practices like:
- A/B testing
- Focus on UX/UI design
- Maximize the benefits of compelling visuals
- In-depth research about your site, its pages, and why certain visitors steer away from it
Share Important Brand Information Like the Mission and About
What does your brand represent?
Ensure that your brand's mission is simple, upfront, relatable, and ties into your services.
Sharing your business's focus and about page are great ways to, once again, build trust with your clientele. Put a face to a name in the about section. It's an excellent way for website visitors to relate to a human behind the brand logo.
Wrapping Things Up with Website Branding
Good website branding is key to communicating your business's message to your intended target audience.
By nailing down your brand voice, exhibiting your expertise, leaving a good impression, and decreasing bounce rates, you can quickly help build your burgeoning brand into something special. And, more importantly, something successful.