Your website serves a lot of purposes, and let’s be honest—one of its foremost is making the connections that will lead to conversion, purchases, and brand loyalty. If your website is having trouble “picking up” new clients, it may be suffering from a lack of magnetism.
It’s a lot like dating, really: you know what’s good, even if you can’t describe it. Your website is just like that for visitors, too. If it’s just a “little off,” they will detect that and move away…far, far away and into the arms of the competition.
Website design should always be preceded by well-researched, expert branding design. IT professional are brilliant individuals; however, they are not branding design or website design experts. Natural creatives are magnificent, too; they are not, however, well-versed in the psychology of branding design. Most brand owners learn the hard way that the best, most profitable websites employ the gifts and skills of code writers, developers, branding design experts, and graphic designers. One person may cover two tasks—but rarely more than that.
Let’s continue on, to discuss the consequences (the magnetism deficits) of website development and design that’s missing that “special something.”
Branding Design, for that Special Something
When your website is expertly designed and closely supervised and maintained, it is more likely to generate traffic, keep visitors’ attention, and produce conversions. When something—even one thing—is missing, it takes on the traits of a less-than-appealing character. Here are some examples that you may be able to relate to:
- The Airhead: This website is gorgeous. It has everything going for it in the visual appeal department; you could just stare at it all day. However, that’s where it ends. It lacks informative content, a clear brand message, or a clear path to the visitor’s next step.
- The Nearly Perfect: Everything seems right. The site looks great, navigation is simple, the content is informative, it’s right up there in search results…yet, it gets very few click-throughs. When visitors are polled, they’re not sure why they didn’t click; they simply weren’t compelled to do so. This website is suffering from a lack of preliminary research into the psychology of the consumer—particularly the ideal client of its brand. Most likely, the website designer didn’t have comprehensive insight into the brand’s values, marketing strategy, client profile, etc.
- The Weirdo: This is the one that’s different for no other purpose than being different. A branding design expert or website designer took a request for “uniqueness” too far, and now the website is so obscure that no one wants to invest time in figuring it out. Remember, keep staples where they belong (logo in the upper left, navigation bar under the banner, feeds on the right, etc.) and leave the uniqueness to your USP.
- The Stereotypical Bore: This is the website that is just like the competitions’. No time was invested in the research of the brand’s target market, ideal client, values, message, identity, marketing strategy…and now, it’s a cookie-cutter copy with nothing to make it memorable. It is the product of assumptions, and it will, therefore, be assumed that its brand is just like all the rest.
- Money Bags: This is the website with an owner who shelled out thousands of pounds for something he could have gotten for thousands less. The brand owner confused a high-profile website design company with the product that he desires—his own high-profile website.
- High Maintenance: We all know this one: it requires lots of money investment in “maintenance,” while other sites are thriving (and acquiring click-throughs) with far less. This is a bill of goods sold by the same people who produce Money Bag websites. They may scam you into believing that high monthly maintenance fees are required to keep your website up-and-running. All you really need is the yearly domain renewal fee, someone to click “yes” for upgrades, and a content manager.
You don’t know what you don’t know. That’s why it’s imperative that when purchasing the design of a new website (or a re-design of your existing one), that you leave it to the professionals—the ones who understand the psychology of the consumer…especially your ideal client.
Most brand owners learn the hard and expensive way, after take two or take three. Stick with the branding design consultants at How to Build a Brand, and you’ll never have to waste time or money on making those mistakes—we’ll show you where to start, how to avoid pitfalls, and lay out a branding design and marketing strategy that’s virtually foolproof.
Interested in learning more about building your brand for success? Then you’ll want to register for our next B.R.A.N.D. Building Bootcamp, where you’ll learn how to make your brand visible to all the right people—the people who will visit your website, love it, and share the good news with all their friends. Seats go fast, so register today.