If we’ve said it once, we’ve said it a thousand times- you need a website for your small business, and you need a branded website.
You need a logo, you need a place for people to interact with your brand, and you need to combine these two together.
Brand awareness is when your small business is known within the markets you want to be targeting. The best way to establish brand awareness is by repeating exposure and consistently driving the results that they’re looking for. Your website, as your virtual storefront, is the perfect place to reify your brand and introduce your potential customers to your product.
Logo: Your logo will be one of the primary identifying factors of your brand. You’ll need something that can confidently represent you and your services and can grow over time.
Site Colors: Your site colors should match or complement your brand’s colors, which should also be reflected in your logo. Consider how certain colors affect how someone else will interact with your business, so be aware of this when choosing your design!
Layout: If your layout does not correspond with your business, you may be confusing your customer! Your layout is another space where you can reify what you do, so choose carefully without getting caught up in trends that don’t properly reflect what you do.
Tagline: Not every business has a tagline, nor are they necessarily crucial to building a brand. They can, however, be beneficial. “Just do it” is very much Nike’s tagline, and while it’s not always present, it’s an underlying premise for their products and services.
Including a tagline or a personal statement on your website can create an image in the mind of the visitor about the services you offer.
Story: Your story is important to your brand. If it’s too complex to add to the homepage of the website (don’t put too much information here!), then consider adding an “About” page to your site.
Your story can help your brand appeal to an audience, giving them a reason to choose you over your competitors. This story should be authentic and reflect the passions and values you hold dear. This is the place to tell your story and the story of your brand!
Sell: That’s the point of your brand! To sell to someone that is visiting your page for the first time. Including a CTA, or call-to-action, on your site directs them to the action you want them to take. Do you want them to make a purchase? Sign up for a newsletter? Book you? This needs to be stated and directed to the customer. Your CTA is something to pay attention to copy, tone, and length with!
Blog: There’s a reason that so many websites have blogs that are regularly updated for site visitors! There are two powerful reasons to think about blogging.
First, you provide value to your audience and you establish yourself as an authority on the topic you’re promoting. This trust is huge when people have an inquiry about that topic! Secondly, you help your search engine optimization (SEO) efforts by creating important and updated content over and over. Be sure to promote your blog as well
Social Media: Social media marketing is no joke, especially for a small business. It’s everywhere for a reason! If you don’t have Facebook, Twitter, Instagram, and other social channels, it’s time to get on them.
If you have these sites but aren’t regularly posting to them, it’s time to be posting much more often! Adding links to these social channels to your website can encourage a funnel of visitors and increase the value of your brand.
Promotion: You have a website, now let people know about it! Your active social media channels, email list, visitors to your store…whomever!
Reaching out further can help you tap into new audiences. Consider guest-blogging or distributing content through platforms, beginning to use SEO to get your website noticed, and listing your website on local directories to help people in your area find your business! There are lots of ways to promote your business, but these are some of the free options to get started with.
Branding your website is more than simply placing your logo on your website- it’s ensuring that the entire experience is branded from beginning to end. With such an important role that your website plays in making your business a success, don’t leave any branding opportunity to chance!