Is your website performing the way you want it to? If not, there could be a number of reasons you’re not seeing results. Overall, your website should tell your brand story. At that point, your visitors will either get on board or jump ship. You know your business and your brand, however, you cannot assume website visitors will know your brand right off the bat. When you make your own website, it should tell your brand story and give a feeling of authenticity and trustworthiness.
How to tell your brand story – the right way
The about page
Let’s just start by saying if you don’t have an about page, you are definitely losing customers. Unless your a brand like Apple or Facebook, the about page is one of the most important pages on your website (second to your homepage). The about page is likely the first place potential customers will go to get to know you. This is your place to tell your story, wow your visitors, and get them on board with your brand. It’s easy enough to talk up your business, but your about page should answer these three essential questions:
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What problems does your business help solve?
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What’s the history of your business? Why did you start it?
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What sets you apart from the competition?
Luckily, you don’t have to go overboard on this page. The best about pages are simple, straightforward, and touch on those questions above. In order for your customers to get to know you, it’s important they know who you are! We know, it’s not always fun putting yourself out there for the whole world to see, but if your customers are going to know your brand, they need to get to know you! You shouldn’t necessarily be talking about yourself the whole time though. Tell your visitors how you’ll work for them!
The blog page
Your customers are visiting your website for one reason: to answer their questions (and overall, solve a problem). If you or your sales people are getting calls and emails with customer questions, your website is lacking. Within a few clicks of your website, visitors should be able to find the answers to their questions. That’s where a great blog comes in. Not only is a blog awesome for SEO, it’s also great for answering those user questions that wouldn’t have a place on your other important pages. When you make your own website, it doesn’t always come with blogging functionality. Luckily, it’s not hard to set one up! If you need any help, feel free to send us a message or give us a call. We’d be happy to set it up for you! Producing a few blogs a month can make all the difference. Your website will start to see more traffic, and you’ll receive less and less customer questions. Your customers will start to develop a stronger relationship with your brand, as well. You’ll be trusted as a knowledgeable source that customers will keep returning to for answers.
Images on your website
High-resolution images are a must for any website, but if all your photos are clearly stock photos, it can come off as lazy or even untrustworthy. There’s a time and place for stock photos, and it’s fine to have a few on your website, maybe as your blog post’s featured image or as a hero image on subpages. Photos of your actual employees, office building, or the city you work in could add that authentic touch to your website that customers appreciate and trust. Unfortunately, the digital camera you bought in 2010 and your smartphone aren’t going to cut it for professional-quality photos. A real camera is necessary for taking the best, high-resolution photos. That could mean hiring a photographer for an afternoon or going out and getting a camera you can use over and over again. Both choices may seem like unnecessary expenses now, but trust us, you want good looking photos on your website.
Video on your website
Video is just as powerful at sending your message as photos! When we say video, we don’t mean only promotional videos highlighting your products and services. This is your chance to get creative! Interview some employees about why they love working there, share your business story (similar to what you said on your about page), or create some customer testimonial videos. These types of videos will humanize your brand and let your customers connect with you on a deeper level.
These are just a few of the places and pieces on your website that could send your brand message. Aside from your website, it’s important to stay up-to-date on your social media accounts to connect with customers, both on and off the clock. Our best advice when making your own website: keep it simple, keep it relevant, be patient, and you’ll start to see the results you’re looking for.
Want more tips for making your own website? Check out our last blog post! We highlighted some of the most important web design and development industry best practices.
