What Your Website Says About Your Business
Everything on the internet is about perception. It sucks, I know. You only have a few seconds to really catch someone’s attention, and that’s hard to do when everyone is looking for instant gratification.
It’s even harder when you’re not the only person in your industry looking for attention. So instead of getting bogged down in the “big pond” aspect of running a business, let’s focus on what you’re saying right now.
What message are you telling your audience through your copy, visuals, content, etc? Is that story cohesive? Is that story true to you or is it trendy and what everyone else is doing so you’re assuming you should too?
I can’t really tell you what your messaging through your brand should be; that’s something you have to work through.
What I want to do is put you in your potential client’s shoes. I want you to see your website through their eyes. So let’s get into some common ways that you could be sending the wrong message to the people you truly want to connect with:
Outdated information = out of business, unorganized
Listen. We all know that life gets in the way sometimes, and thinking to update your website is probably the last thing on your mind. However, when certain information on your website isn’t up to date or current, visitors may think that you’re out of business or on a hiatus.
Either of those things are ok, but if that’s not the case, this can cause a bit of confusion. Also, you should especially keep your eye on date sensitive information when it comes to launching any products, promotions, etc.
Not a lot of white space, everything is jumbled together: unorganized and messy.
I’m a huge proponent of white space when it comes to design. There’s refreshing something about letting things breathe and giving them the space to speak for themselves. Some people may see a bunch of white space as being boring, but on the contrary, it’s a signal of professional design.
Appropriate use of white space can make your branding and website come off as organized, fresh, clean, and calm. Think of it as comfortable silence. You don’t always have to speak.
Wrong imagery = confusion, distrust
I think it goes without saying that having the correct type of high quality imagery can truly make or break whatever your doing. No one wants to spend money on a product that has one image and it’s low quality.
We use images to tell a story, create a mood, and evoke feelings from the viewers/readers. You want the right types of feelings, the right types of moods, and the right story to be told at all times.
So be very careful and selective with your imagery. When you’re just starting out, or are extremely camera shy, you may not have the time or the want take photos to use. So that means that the stock or whatever images that you do use need to be consistent and on brand for your business.
Overall, find your brand’s style of images and stick with them. If you have a bright, girly, and bold brand style, then stick with those types of images. If you’re like me and are more on the moody side, stick to those types of images.
No images of the owner = untrustworthy, brings feelings of anxiety and uneasiness
I don’t care to be in front of the camera on the daily (I think I have a big head lol) so I know the feeling of not wanting to plaster photos of myself on the internet. However, adding high-quality photos of yourself to your website not only lets people put a face to the name, but also gets them to trust you. People trust who they can see, especially in this digital age.
The best places to put images of yourself on your website? Your homepage, services and your about page. Why? These are the places where people are learning about you as a person (about page), your business (homepage) and what you can do/offer them (services page).
If you want, you can add an image of yourself to your contact page as well for an extra bump of relatability.
Let me tell you this: your website will never be perfect. The perfectionist in me is shaking at that thought, but it’s true. We’re human and so that doesn’t mean you can’t make mistakes and you have to say the right thing every single time; it means that we have to take a bit more time and care into what we put out there. Your website is no exception.
Take some time this week and think of your website through your visitor’s eyes. You may find some holes you can fix or ways to make something better.