Have you ever come across a business, through word of mouth, a flyer, a radio ad, and looked them up online and there nowhere to be found? No website, not even a Facebook profile? It’s frustrating.
Contrary to that, searching for a company and being presented with an out of date website, that’s a bit behind with the times, can be just as big a turn off.
An up to date and maintained website is one of your businesses biggest assets when it comes to acquiring new customers. If your business doesn’t have a website in 2020, this is a huge red flag for most customers who will lose interest in your business almost instantly, simply because you do not have an online presence. We live in a generation where, if searched on google and it doesn’t appear, it doesn’t exist! You need to make your business visible and easily accessible online, and this can be done with your website.
Here are five ways your website can build a strong brand identity for your business online.
Reassure your Customers
So your business does exist!? Like mentioned above, if you don’t lead your customers to believe your business is authentic online, they will automatically assume otherwise. To build trust and reassure your customers, your business should be easy to find and contact online. This can be done with a website that includes the correct contact information including a phone number, email address, a postal address and links to your social media profiles. This will reassure your customers that you are a legitimate business and are willing to be contacted. Chatbots and live chat forms are also becoming more and more common on websites as they allow customers to talk to someone from the company directly and receive answers to any enquiries almost instantly. This will also confirm to customers that your business is legitimate. Your website should also be designed in a way that is easy to understand and what your main product or service offerings are. This will reassure customers they have found the right business they were searching for and make them more likely to trust the business and their products and services.
How many times have you been looking around a website and notice the content hasn’t been updated since 2016? Once you have a website up and running, populating your website with fresh and relevant content on a regular basis is key to building your customers trust online. This could include blog posts, testimonials or star ratings, new products or promotions, or visual content including images and video. Outdated content could suggest to users that you are no longer in business or have simply given up with updating your website and the digital aspect of your business.
Your website needs to be the centre point of your brand online. It should also visually align with the rest of your brand offline. This could include your posters, flyers or business cards. Using a Facebook page as your main online platform and source of contact isn’t enough. Customers will have more trust in businesses that have a website that is visually in align with the rest of their brand touch points, both online and offline.
Your business needs to be visually recognisable and easy to find online across all platforms to build a strong online identity. This can be done on your website by using your brand logo, colours, typography and visual styles throughout all web pages. This will reinforce to your customers that they’re on the right website if they have been referred from another platform or have seen an ad for your business elsewhere before visiting your site. Creating a visual consistency online, especially on your website will suggest your business, products and services are of a quality as you are providing a high quality visual experience for the customer. This will again build trust with the customer and an overall strong identity online.
Social media is also an effective way of making your business known online and building a strong online presence. Posting visual content on social media will help to build your brand identity as the content should be designed or styled in a way that is consistent with your brand. This will make your content recognisable to potential clients online and might be the gentle reminder about your products or services that they need in order to make the final decision about making a purchase or getting in touch. Social media posts should then include a link to your website where the customer can make this final conversion.
User Experience and User Interface
We have all walked up and down the long aisles of a supermarket, not able to find the product you came in specifically to buy. You’re in the right shop but not looking in the right location.
Your website can face the same problem with your customers. Your website should be easy to navigate around so that your customers don’t get lost down a void of irrelevant information and distracted from what’s actually important – your products and services.
The user experience design should make your website as easy as possible for the customer to use, so that hopefully, they return and continue to return to use your site again. A user experience that makes the process from landing on a site to making a conversion, like a purchase or a booking, as quick and straightforward as possible will be memorable for the user and your business will become known for providing a high quality online service. Your online or digital experience that you create for customers should also reflect the quality of service that customers experience in the physical environment, for example a store, restaurant or salon.
A sleek user experience teamed with a beautiful user interface that reflects your brand visually will build your business an identity online that no one will forget.
Tone of Voice
Don’t be afraid to speak directly to your audience. Using a conversational and direct tone of voice on your website will draw customers in and make them want to find out more about your business, products or services. Customers are ultimately more attracted to businesses that are approachable. The tone of voice that your business adopts online, via your website, social media and all other marketing platforms plays a huge part in building your business identity online.
The tone of voice that your business uses online is very important when it comes to improving your SEO, getting your customers attention and gaining their trust while on your website. A conversational tone of voice has become more and more popular since the rise of smart speakers and artificial intelligence, and this has made an impact on the way we make a search on Google. We are all people who like to ask questions, so that is exactly what we do. We make a search on Google the exact same way that we ask Alexa the irrelevant questions that pop into our heads on a daily basis – in a conversational tone. We live in a generation that is notorious for writing in the exact same tone that we would speak, in text messages or tweets for example. This modern day tone of voice should be used to your advantage when grabbing your customers attention on a landing page and boosting your search engine rankings on Google.
A way of adding to this tone of voice is by including a live chat form on your website. Customers are able to ask questions via a direct message that will get replied to almost instantly by a member of your team. This is a great way of interacting with your customers, adding a personal touch to their experience and building their trust in your business. This will all add to building an online identity for your business that your customers love.
Share your Expertise and Increase your SEO
Posting informative content on your website including blogs, case studies, and even an about page including background information about your company and the faces behind it will help you build a memorable identity for your business online.
Sharing case studies and testimonials with your potential clients will make them aware of the reputable companies you have worked with and the amazing work you have done for them. Likewise, allowing customers to leave reviews and star ratings about your products on your website will make customers more likely to make a purchase. People are persuaded easily by other people’s opinions and experiences. Given these reviews are good, this will add to your business identity and reputation online.
Posting both blogs and case studies on your website will help to increase your sites SEO on Google. Including keywords in these posts that relate to your companies products and services will help to boost your sites ranking on a search engine results page. As a result of this more users searching for your products or services will see your site on the results page and will be more likely to land on your site, increasing your web traffic and overall credibility online.
The one thing that your business needs before you can achieve any of the above is a website. Get in touch with the team at Spectre to create your business an identity online that your customers will remember and love.