The one thing every entrepreneur knows for sure is that developing a website is the essential part of any business plan. There is no way you can make your company popular without bringing it to the digital world. Although this point is clear, many businesses decide to cut the costs and create a simple website without putting too much energy and idea into it. Entrepreneurs often neglect the importance of a thoroughly designed website. The problem is that doing so they miss the opportunity to reach their target audience and send the right message to them. A boring landing page with no sign of creativity can cost you more than the most amazing award-winning website development if you consider the prospective customers you will lose. Not to turn your website merely in an addition to the main brand strategy, use the principles of marketing to make it shine.
The one P your marketing mix might be missing
Before you start guessing what it might be, it is a Proper website.
To make your website one more effective point of interaction between a brand and customers, you need to integrate the principles of marketing into it. How to apply the experience of developing brand strategies to the web design basics? The goal is to create a website that is not only functional and easy to navigate but which also communicates the core values and benefits of a brand and creates an emotional bonding with clients. It may sound tricky but in reality, it’s not that hard to do. Anyone can benefit from translating the brand strategy principles to the digital world of web design. Let’s take a closer look at the steps of turning a mediocre website to the one that will actually increase brand awareness and appeal to users. Using psychological aspects of a specific target audience can be helpful.
- Show the competitive advantage.
Do not let your brand get lost among hundreds of similar websites. Showcase your uniqueness and expertise. Some marketers prefer to play safe and mimic the behavior of the leader of the market. If for some reason that leader makes a mistake and falls, they have the chance to become a new leader. And if everything goes smoothly, they can enjoy the process. But this approach should not be used when it comes to developing a website. You need to differentiate your company from the rest and prove that you know or can do more.
- Case study:
Radioaktive film production company
A user sees right away short videos created by the company and can judge about its abilities and expertise. There is no need in writing about how good of a company you are if you can just show it to people.
- Let the brand perception meet customers’ expectations.
Your website is just another tool for letting people know who you are and what you can offer. Depending on the field of your business, a good website should meet the expectations of users and fit their perception. You can experiment and go the other way by shocking your clients with an unexpected approach. But if you don’t want to risk, this is the way to go.
- Case study:
The expectations are quite obvious – the website of an art school should look great and demonstrate a creative approach. In reality, you see a strange combination of random photos on the background and varicolored headlines. It definitely does not meet users’ expectations.
- Focus on a brand’s positioning by addressing an existing need
Avoid making the common mistake of loading your website with excessive information. There are hundreds of websites where the only thing you can see is the compliments a company pays itself. People don’t want to read about your company’s features; they want to know if you are the one that can solve their problems. There is a consumers’ need your product/service can fill. Use the main message of a brand strategy to present the solution to the existing consumers’ problem.
- Case study:
Aiia, original promotional products
The company’s niche is fulfilling the needs of businesses when it comes to making presents to their customers and partners. Everybody is tired of getting boring mugs and USB sticks. Aiia’s message is simple: “Our products are different”. The website design illustrates this message to the fullest.
- Create unforgettable brand experience.
The ultimate goal of a marketer is to create a special emotional bond with a customer. Using responsive web design techniques and brand strategy principles, your website can do it. If you sell chocolate, you want the customers to think of your brand as soon they hear about chocolate. You need to build a strong brand image in their perception so that the name of your company pops up in their heads.
- Case study:
Ember House, financial management firm
The website uses a story-telling approach to tell users about the possible ways Ember House can be helpful to them. It is a successful combination of the user experience and brand strategy in action.
- Show your brand’s voice with the target audience in mind.
The tone of voice is an important element of your brand strategy. A website should reflect a brand’s voice. The key point here is to know your target audience and be on the same page with them. Using a modern slang to describe the services of a law firm is as inappropriate as using terms in Latin to explain a concept to a kindergartener.
- Case study:
Hans Brinker, budget hostel in Amsterdam
The target audience is as clear as day. The hostel is for those who are young, free-spirited and don’t care about the comfortable big beds in 5-star hotels. The tone of voice fits perfectly.
There have been so many lectures on the brand strategy development and so many books talking about its importance, that you can’t ignore its basics. When you understand the real goal of creating a website, it becomes easier to use the experience of marketers more effectively. Apply the techniques and principles of building a strong brand image to web design and you will see that it is worth it.