Marketing, PR & Advertising and Technology

What does your website say about your company?

July 23, 2015
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Your company’s website is today’s business card.

More often than not, your website is a prospect’s first introduction to your brand. Is it a positive experience?

When was the last time you looked at your website from an outside perspective and considered how users interact with your brand? What does it say about you or your organization?

Setting technology aside for a moment, all websites can be broken down into two main components: content and design. Both of these go hand-in-hand, influencing one another.

Content, not words

When discussing content, many think of the written words on a page. That’s not always the truth. Content can be any number of things to convey a message to your site users. Yes, it’s the physical written content, but it’s also the imagery you use, videos that are embedded, infographics and white paper downloads.

The way your content reads says a lot about your brand. Is it a “kick your feet up on the desk” type of vibe, or are you presenting a suit-and-tie culture? This should be largely driven by knowledge of your audience and what they expect from your industry.

Some of the web’s most beautiful and well “designed” sites contain content that misses the mark. Are you offering your audience something of true value? Spend time here and think about your audience. Figure out what they want to know and develop content that resonates with them.

More than pictures

Design is the area on which the majority of us focus our time and attention. Sometimes too much time, but in defense, this is an area that can make or break the user experience. A well-designed website does its job blending all content types together into one seamless and positive experience for your users. Now more than ever, design must be focused on delivering that positive user experience across multiple devices due largely in part to the way we all use technology in our daily lives.

One of the largest areas your site’s design can influence is brand perception online. No matter the industry, you want your website to best represent your brand. That said, you wouldn’t hang up ugly posters on the wall and walk people through the front door, would you?

My words of encouragement are to not get too deep into the weeds here. Some of the best-designed websites are not overly complicated. They are very easy to navigate, delivering the content to users in a palatable format that’s easy to read and pleasing to the eyes. Don’t make your users think.

Focusing your time and attention on the various content types up front will lend to a more positive outcome for you and your audience. Deliver them what they want, where they want it and when they want it.

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