Branding and the Big Picture
Building a marketing plan for your business is structurally a lot like building a house. You start with the most basic and often most important components and then add to and adjust from there as you figure out your best customers and your business matures. Branding decisions should be taken seriously early on, as changing your branding later can mean changing all or much of your marketing materials as well.
The basic building blocks include your business’s name, tag line, persona, passion behind it, value proposition, reason for starting it, exit strategy etc. Then there are other items that get decided, designed or built based upon those initial decisions about your business and what you’re trying to do with it. This second set would be things like assumptions about what type of people will be your best and worst clients, logos, colors, web site, etc. This information helps to make sure your marketing accurately reflects your business and helps you to attract more customers.
Your Website as an Impressive Brochure Online
For many business owners, the primary and often only planned use of their new website is to act as an impressive digital brochure. One that can be changed without costly reprinting, can be sent via email or link without cost of printing or mailing…and is accessible on-demand 24 hours a day, seven days a week. This is all true and as can be seen by market adoption over the past 10-15 years, is worth the cost since 90%+ of businesses now have one.
Your Website as Automated Sales Representative
Consider the advantage to be had if, as web designers and web developers, we started to look at your website as more than a simple brochure and started looking at it as an automated sales representative. With some additional information on your sales process, features and benefits, common objections…also known as frequently asked questions, etc. and we can then construct a sales funnel website instead of a digital brochure that doesn’t gather any leads or have a real call to action.
We prefer to design your website so that your visitors can take whichever information path they prefer, keeping them moving toward the ultimate goal of signing up, submitting a form or calling your business. They would actually be selling themselves on your product or service as they went and in the exactly right order that only they could know themselves. A properly designed website allows each visitor to move through your information in the order of their own questions and moves them towards buying.
Your Website as a Lead Generation Machine
Many websites have the necessary information and are properly organized, yet they lacks a clear call to action or method for capturing the new lead, making them only partially effective. For example, imagine a website’s copy doing a great job of converting a cold visitor into a warm potential client, but there is no call to action or phone number anywhere in site. Perhaps there is no request form to submit for a free estimate or a convenient way request added information?
Placing these calls to action, phone numbers or email forms is as much an art as it is a science and the application can change greatly depending on what you’re selling and whom you’re selling it to. In this area, past experience, experimentation and shared knowledge between professionals can drastically increase the number of leads successfully generated from what would otherwise be almost the same website.
Your Website as an Ever Improving System
Your site can be built in html/css, wordpress, joomla, drupal or any of the other proven web design or development systems. Regardless of which system is chosen, it is wise to build a new site so that it can be easily modified or added on to later as needed. The best way to do this, is to make sure it has an admin area, management panel or content management system (CMS) that will allow authorized individuals to go back and make most basic changes.
Just as you need to prepare for making adjustments and changes to your website as your business grows and evolves, you should also be prepared to add other marketing components and then link them back to your website. Facebook pages, blog page, landing page or banners should be designed and built to match the branding of your main website whenever possible, as consistent branding strengthens your business image and instills trust.
Contact us today 404-994-2949 to ask any branding or web design questions you may have or to schedule an interview with one of our team members.