Many of you will be thinking about putting together some new marketing and a new website for 2014. I asked Elisabeth Crane to write a guest blog post on that topic and I think you’ll enjoy this.
The modern consumer is looking for more from a business than just a product. More and more, people expect their favorite brands to deliver unique experiences that elicit an emotional response. Creating this experience on your business website requires re-evaluating how you present yourself to your target demographic.
1. Creating Personality
You already know who you’re selling to and what they’re looking for when they come to your website. However, a website with personality goes beyond simply offering products and services. You want to show customers the true face of your business and what makes it special.
Move away from the idea that your brand has to have a big, impressive persona. Instead, ask yourself what makes your company unique. What kind of atmosphere do you experience around the office that makes coming to work more enjoyable? What motivates you every day? Most importantly, who are the people behind your company? Knowing who you are, who your employees are and what that says about your business gives you the basis for creating a website with true personality.
Showing customers who you really are rather than trying to impress them with an inflated image builds the foundation for continuing communications. A website with personality doesn’t just pull people in for a one-time sale; it engages them and makes them feel welcome as if they’re visiting a friend. Creating this trust between brand and consumer fosters lasting relationships that generate repeat business over time.
The images, colors and interface design you choose all influence the personality of your site. Consider how certain colors and design elements will make people feel. Draw on experiences you’ve had on other websites and experiment with different layouts until you get the one that clearly conveys your message.
How you greet visitors and deliver information sets the stage for the entire user experience. Choose a tone that invites visitors in but doesn’t talk down to them or treat them purely as consumers.
4. Emotional atmosphere.
The Internet has become a place of experiences. Infusing your website with personality creates a unique atmosphere that visitors should be able to feel from the moment they arrive on your homepage.
5. Overall attitude.
Aim to excite your visitors and make them feel like part of something big. If your site is bland, visitors will notice. On the other hand, if you’re passionate about what you do, that will shine through and make people want to know more.
Businesses that work to foster real relationships with customers do better over time than those that go for the quick sell. Creating a website that conveys the true personality of your business makes customers feel more at home and gives them a reason to come back to you time after time. Project an accurate representation of your company and you should see positive reactions from both new and returning customers.
Elisabeth Crane is a freelance blogger for several sites, including www.leadspend.com . She enjoys writing, nature jogs, and traveling.
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