So, how to get personality into a web site, or perhaps more importantly (and firstly) why should businesses pay attention to this?
In our latest Slideshare I've shared a few ways that we tackle this at the beginning of a new web site or web site redesign project, and how we get business owners to think about their own brand.
Why it's important
Despite the rise of social marketing and the use of other people's platforms to have conversations I think a company web site remains incredibly important. It's the one place you can present your core messages and content in the way you want to. And that's exciting, why waste the opportunity on making something that has doesn't reflect what you really stand for? If you're unique and passionate let's see it!
Thinking and acting like a brand
Homespun and amateurish may work in certain fields, but usually the impression that you took little care about your web site or just used a template to make it look like the competition will not impress and may put people off. Small businesses often get this wrong, concentrating solely on price and the products and services they offer. But it's well known that people don't make decisions on price alone, and your products and services are something separate from your brand.
Whether you're an estate agent, a tree surgeon or a software reseller your customers will want to identify with you. Your brand is not your logo or sign above the door, it's your reputation; something people actually feel about you as a business. Engaged customers who like you and appreciate what you stand for are more loyal and more likely to recommend you to others.
First and last impressions
Whilst you may have other channels people business web site is often the first and/or last point of reference for a prospective customer. People visit web sites to find information and make a judgement about the kind of business you are. They might be saying "Would I buy something from these people" "Do I trust them?" "Can I imagine an ongoing business relationship with them?". It's your chance to create the right professional impression and build trust from the outset, so don't waste it!