Myth #1 Website Design – It’s Just a Website; It Doesn’t Have to Reflect Our Business

In our e-book, we discussed some myths about website design that often hold businesses back when it comes to growth and, ultimately, success. One of these myths is that a website doesn’t necessarily need to reflect a company’s persona. Here, we’ll take a deeper look into that myth and discover why a website needs to accurately reflect a business.

It’s the Digital Age

A mere 20 years ago, before internet access was prevalent in homes, when someone wanted to buy a product or service, they had two options. They could either pick up the phone book and turn to the yellow pages, then call a bunch of telephone numbers, or they could get in their cars and physically drive from place to place in hopes of finding what they need.

Things have certainly changed over the years. According to Retailing Today, a website that focuses on studying the world of retail sales, some 81% of consumers will research a product or service online before contacting a single business. It’s simply more convenient this way, for the consumers and the companies alike. For this reason alone, a company’s website needs to reflect its persona and brand identity. There’s a lot of competition online, and failing to grab a consumer’s attention and emotions can cost a company much of its business.

Discovering a Business Persona

Before a website can accurately reflect a business, that business needs to create a persona. What drives the business? Why does the business exist? These are important questions, and discovering the answers are vital to creating a persona to pass along to the general public. For example, if a company selling cakes and cookies donates a portion of their sales to a charity for impoverished children, this is the perfect opportunity to create a persona that focuses on giving, caring, and compassion. This company should implement that in every single aspect of its business, including its website.

Creating a Brand Identity

No matter what sort of industry a business is in, there is a way to create some sort of brand identity that will make the brand memorable among consumers. There are many facets to creating that identity, too. The best brand identity uses all eight of the following elements:

  • A logo or wordmark;
  • Different logo lockups for different screen placements and usages;
  • Key colors;
  • Additional color options for online advertising, product packaging, etc.;
  • Standard typography that builds on the identity;
  • A consistent image style; and
  • A full library filled with graphics (small details).

Different colors can elicit different emotions from consumers, too. For example, brown may indicate trustworthiness while purple indicates authority. Everything down to the last detail – including the color of hyperlinks on webpages – needs to be consistent.

A business’s website should always reflect its persona in every way possible. When people come to that website, they should be able to get a feel for what that business is and what its personality is like within just a few seconds. The businesses that resonate the most with consumers are those that get the most traffic – and therefore the most sales.