I recently had a conversation with a client about how her brand fit into her website. Her website was BEAUTIFUL to the eye, but sort of clunky to use -- and there was TONS of "hidden" information located behind floating, invisible drop down menus or trapped deep inside her archived newsletters. So basically, if a contact or potential client had an hour to simply explore, they could leave with a lot of fabulous knowledge and a great connection to her company. Sound familiar? The problem is far more than the obvious though. On top of everything else, it also devalued her BRAND. As a spa services company, offering a team of expert practitioners who are leaders in their individual fields, someone visiting the website "should" leave with a sense of peace ... and confidence. They should be drawn in through the website TO the team. But with such a clunky experience, even getting to the contact information was a challenge.
Add to it that the client was adding an entire new layer to what she brought to her clients by adding a membership component ... well, you get the picture. It was already far too complicated.
I don't want to outline the SIX large changes we made to turn that website around -- or the ninety-five suggestions I made to bring her spirit and unique expertise to the forefront of the site. What I do want to do is simply tell you that your website MUST reflect your brand. If you are a spa or a healer, your website should embody colors and verbiage -- and maybe some audio or video that evokes a feeling of peace and invitation. If you're a marketing firm who's niche is young, up-and-coming entrepreneurs, you should focus on more energy and a faster tone. If you're an expert speaker, you MUST have video on your home page that highlights your personality and SPEAKS to your audience, literally.
And you MUST have a website that is easy to use, where the navigation is obvious and the contact information is everywhere (including your social media buttons). Beginning next Monday, I'll be posting a blog a day on Reinventing your EFFECTIVE Brand -- both your corporate brand and your PERSONAL brand. I hope you'll all tune in and embrace the opportunity that branding brings to your table. This is my way to support everybody out there to create an amazing brand that helps you 'Capture the Mindshare', so you can Capture the Marketshare!
Until next time, Libby Gill Branding Expert, Bestselling Author, and Keynote Speaker http://www.LibbyGill.com/Store
PS: If you're in a hurry, and don't have a year to digest and implement one tip at a time, definitely grab my 1-Day Web Makeover DVD series. You can find it at http://libbygill.com/store