The internet has revolutionized how people communicate and spread ideas and information. You want to find where the best Mexican restaurant is within 15 miles, all it requires is a simple google search and you’ll be presented with a load of options. But how do you distinguish your restaurant from others? One easy and cheap thing to do is to design a website. Designing a website is necessary for a business to survive in this new age of instant information in order to attract potential customers and give those customers a good first impression to help drive sales. In order to ensure a positive website experience there are a few things your website should include:
Importance Of a Website
Ease of Usage– The most important thing that a website needs to prioritize is its ease of usage. If a website is laggy, slow to load, or offers up errors then the person visiting the website is just going to get frustrated and bounce back to the search results to look for another business. A smooth operating website reflects the experience the user envisions at the business itself. And why would someone go to a business that is slow, hard to navigate, and overall uninteresting. If you have a clear menu of most common needs at the top and even a search bar for your website it ensures that the customer will be able to find whatever they are looking for guaranteeing a higher chance of people buying stuff on your website or visiting your store. Don’t bury things like contact forms and items to buy rather make them as a main menu option or even put some options you are pushing in the menu to help push sales.
Visual Appeal- When you open a website and see a bunch of black times new roman text on a white background the users eyes will be overwhelmed and have nowhere to focus. This will lead to less customer engagement and less effectiveness. The way to make your business’s website more appealing is to introduce pictures of the business, employees, and happy customers. This gives the viewer a positive impression of the business enticing them to either place an order online or come in to the physical store. Second include a bold title of your business’s name and a phone number or address if applicable to help reinforce the image of the business and drive calls and/or visits. Also include a color theme for the website usually matching the logo of the business to help reinforce a strong brand image. This strong brand image will help keep the thought of the business in the persons memory making them more likely to come in and develop into long term customers.
What exactly is a “Brand” or branding your business? Many people associate business branding with the company’s name or logo. While this is partly true it is not entirely the truth. Why? A brand is more than just the face, name or visual aspects of your business. Instead it incorporates how people feel and what they think regarding your brand. In the case of Coco Chanel she had a wide sought after brand and was hugely successful. However, when people started to associate her with Nazis her brand popularity plummeted and her stores were forced to close. It goes to show that the public’s perception of your brand and what they associate with it greatly affects your success. It doesn’t have to be only one isolated thing that affects their view of what your brand stands for but experiences, correspondence and interaction with you or those that work in your company etc.
Let’s take for example, a plumbing company out of Arizona, while a completely different brand than Chanel and it’s line of hand bags, perfume and clothing, it is a prime example of how the proper branding can work for you and help to grow your business. When starting out as a new company they knew they would be lost in a sea of other plumbing companies especially in a bigger city such as Phoenix. They new that they had to brand their company in the right way and hold true to values, a vision statement, and customer experience. So how did they go about doing this and did it work for them?
Guidelines To Successfully Branding Your Business
Brand Ownership- The founder of the company did his research and new that he had to establish Brand Ownership, which basically means taking control and deciding on what experiences and feelings you want your potential customers to experience when it came to his brand.
Set Your Brand Apart From The Rest- Next he read reviews and studied his competitors brands. By doing this you are able to gain a better understanding on what types of experiences customers have had both good and bad and thus create your own experiences for potential clients that will set you not only apart from the said competitors but also make you someone who stands out in the marketplace. You don’t want to be lost in the sea of other companies like yours, you want to stand out and stand out in a positive way.
Not Everyone Will Always Be Happy- In any business no matter how hard you try or what you do not every customer will always be happy! However, the way you handle the unsatisfied customers and what you do to better their experience speaks volumes for both your business and your brand. Customers want to feel heard and know that they matter. Especially when spending money on your product or services. They want to feel as if you really care about their experience once money has exchanged hands and the transaction has been finished. Chanel may have had a downfall for awhile and things may have looked bleak but in the end she came back stronger than ever.
Revamp When Needed- While you want to stick by your brand and the ideal you have created, never hesitate over time to refresh things. Stay dedicated to your morals and values but know that the world is forever changing as well as marketing tactics and such. By rolling along with the times while never compromising your business standards or experience you are sure to succeed.
By following these guidelines and continued perseverance, hard work and dedication this small Arizona Plumbing Company has continuously grown over the years and are now a widely known sought after company. They still hold the small business family owned feel but their customer experiences are valued and thus their brand stands out in the marketplace. They have succeeded!
Often people ask themselves when starting out in ANY business, how is it that you actually succeed? It’s a tough question because of so many variables, different thought processes, and ideas of what success really is. Check out this short video on 6 tips for success in business for ALL spectrums of people, places, and business goals.