Your website is one of the most crucial brand assets for your business. Whether you have an e-commerce site—where your website is your business—or if your website is only for information purposes, it’s still critical to your brand.

Your website pulls together all of the critical components of your brand

You strengthen your brand by using your brand elements consistently. Your website uses all of your key brand elements:

1. Logo: Your logo is usually featured prominently on your site.
2. Colors: You should use your brand colors prominently and other colors only minimally.
3. Fonts: Use your brand fonts and typography styles.
4. Design: The type of your photography or other visuals should be in your brand style.
5. Words: The text on your site should make your value proposition clear.

Your website is your 24/7 sales and marketing team

Your website is the tool that puts your best foot forward when you can’t be there to represent yourself.  Nowadays, nearly everyone checks out a company website before contacting.

Your website is the foundation of (nearly) every marketing strategy

Almost every marketing effort will bring people back to your website. You own your website, and it should be the backbone of every marketing campaign. Algorithms change, but on your website, you control everything.

• Social media posts remind your customers and prospects about your business but send them back to your website to learn more or take action. All social media channels (Facebook, Instagram, LinkedIn, etc.) are notorious for changing how you connect with your audience. Ensure you are gathering direct contact information from your social media followers, such as their email addresses.
• Pay-per-click campaigns are very connected to your website. You may send prospects to your home page, another page on your website, or a landing page.
• SEO is all about raising your website’s visibility in search engines. If you can hook someone through keyword search terms, make sure your website then pushes them to the next step of buying from or working with you.
• Your website confirms and validates most in-person marketing efforts. Even with networking and direct sales, people will most likely come to your site to learn a bit more before they decide to contact you.

Your website must be attractive to your ideal client

Your ideal client should feel like your website is talking to them. There are a couple of crucial ways to do this:

• If you show photos of people, make them look like your ideal client.
• Understand their fears and hopes and address them directly with your copy.

You want a prospect to come to your site and say to themselves, ‘Wow, they understand me!’ Remember, the flip side is they may be thinking, ‘I’m not sure this is for me,’ and will quickly leave your site.

Your website is essential to your brand.

An effective website will quickly make a great first impression and then continue building and strengthening the relationship with the website viewer.

In just 50 milliseconds, website viewers form an opinion about your site and your business. Make sure that the first impression is professional and on-target.

Then, please give the website visitor more to engage with. Tell them your story. Talk about their frustrations and aspirations. Make your website a great experience like every other part of your brand!