Prospects and even current clients judge your website when making a buying decision. It could be their first impression or their information source for your news. If your website doesn’t match your brand and marketing strategy, you may be losing customers.
Put your website to a test to see if it matches your messaging. Here’s how:
- Does your latest sales/marketing brochure design (or even your business card) match your website design? Are the colors the same? Are the fonts the same? How about dots versus dashes between phone numbers? Do they convey a consistent message about your company, product/services?
- Ask someone who is unfamiliar with your company/product to read your homepage and reply with a quick summary of your messaging and how to contact you. Was this person able to easily identify your targeted message, reach you and receive a reply?
- Ask a salesperson or company spokesperson to use your homepage and present it’s content to you as if you know nothing about the company. Does the homepage really match your elevator pitch and have a compelling call-to-action?
- Make a list of 5 adjectives that describe your targeted audience. If your list includes young, hip, trendy, swank… be sure to have contempo images and slick technology like Flash animation.
In summary, everything you put in front of a customer should have a consistent message. Every ad, every brochure, your website, corporate identity elements, etc. An integrated campaign works wonders when designed professionally by a single designer or agency.
Content is king. Keeping your website updated with fresh, high-quality, informative content positions you as an expert in your field. People want to do business with experts. Moreover, keep your information current. An outdated news page makes one wonder if you are still in business. New content also provides protein for search engine spiders.
A website that is designed with all of your marketing activities in mind will reinforce trust in your capabilities, increases sales and build your brand online.
PS. Don’t have time to put your website to the test? I’ll do it for you. Send me your url.