• HOME
  • LAUNCH
  • BUSINESS
  • LEADERSHIP
  • MONEY
  • SUCCESS
  • NEWS
Saturday, 27 February 2021
ExpertHub
  • HOME
  • LAUNCH
  • BUSINESS
  • LEADERSHIP
  • MONEY
  • SUCCESS
  • NEWS
    • All
    • Company Posts
    • ExpertHub Today
    ThinkSales State Of B2b Sales In South Africa 2021 Survey

    The 7 Strategies of SA’s Strongest B2B Sales Performers for 2021

    ThinkSales State Of B2b Sales In South Africa 2021 Survey

    3 Sales Strategies SMEs Can Borrow from SA’s Strongest Performers

    ThinkSales State Of B2b Sales In South Africa 2021 Survey

    SA’s Strongest Salesforces Focus on Value, Not Discounting

    ThinkSales State Of B2b Sales In South Africa 2021 Survey

    ThinkSales State Of B2b Sales In South Africa 2021 Survey

    Devastating Financial Gender Gap Has Grown: Women Are Better Investors, But Retire With 30-40% Less Than Men

    Why SMME’s Need To Think Small

    Devastating Financial Gender Gap Has Grown: Women Are Better Investors, But Retire With 30-40% Less Than Men

    Five Money Management Principles To Start 2021 On The Right Financial Footing

    Trending Tags

    No Result
    View All Result
    • HOME
    • LAUNCH
    • BUSINESS
    • LEADERSHIP
    • MONEY
    • SUCCESS
    • NEWS
      • All
      • Company Posts
      • ExpertHub Today
      ThinkSales State Of B2b Sales In South Africa 2021 Survey

      The 7 Strategies of SA’s Strongest B2B Sales Performers for 2021

      ThinkSales State Of B2b Sales In South Africa 2021 Survey

      3 Sales Strategies SMEs Can Borrow from SA’s Strongest Performers

      ThinkSales State Of B2b Sales In South Africa 2021 Survey

      SA’s Strongest Salesforces Focus on Value, Not Discounting

      ThinkSales State Of B2b Sales In South Africa 2021 Survey

      ThinkSales State Of B2b Sales In South Africa 2021 Survey

      Devastating Financial Gender Gap Has Grown: Women Are Better Investors, But Retire With 30-40% Less Than Men

      Why SMME’s Need To Think Small

      Devastating Financial Gender Gap Has Grown: Women Are Better Investors, But Retire With 30-40% Less Than Men

      Five Money Management Principles To Start 2021 On The Right Financial Footing

      Trending Tags

      No Result
      View All Result
      ExpertHub
      No Result
      View All Result
      Home BUSINESS Marketing Branding

      Improve Your Website’s Design & Delivery

      John Williams by John Williams
      Oct 27, 2009
      in Branding
      0
      Improve Your Website’s Design & Delivery
      Share on FacebookShare on TwitterShare on LinkedIn

      RelatedTopics

      4 Steps to Building a Brand Customers Will Buy Into

      The 7 Laws of Branding You Should Follow

      Why Your Brand Positioning Is Essential In A Depressed Economy


      Your business’s website will be the first impression many people have of your company, products and services. As a result, your site represents a critical component of your branding strategy: it communicates who you are, what you offer and what you promise (your brand) through its content, organisation and appearance (the look and feel).

      Just as you wouldn’t deliver a sales pitch in your most casual attire, you don’t want a dishevelled site. So, whether you plan to develop your website yourself or outsource the task, consider it from a branding perspective:

      Step 1: Analyse

      Before you decide what to say and how to say it online, it’s vital to analyse your audience, your competitors, your industry and yourself.

      1. Audience analysis:
      Online success begins with a detailed audience profile. Who will your visitors be? What type of experience do they expect? How Internet-savvy are they? Do they want or need to be educated about your products? What type of appeal do they best respond to: emotional, intellectual or a combination?

      2. Competitive analysis:
      You want to beat your competition without imitating them. So find out what your competitors’ URLs are, and choose one that won’t be confused with theirs. What do your competitors’ sites look like? Since colour plays such a large role in memory filing and retrieval, avoid the same predominant colour used by your biggest competitor. On a broader plane, think about what makes you better than the others. Why should customers buy from you?

      3. Industry analysis:
      What are the predominant trends in your industry today? Carefully examine your industry’s history, current state and future. Today’s markets and technologies evolve rapidly, especially online. Be prepared.

      4. Self-analysis:
      What’s your corporate personality? Are you formal, fun or technical? How can you translate your brand visually and verbally on your website? Design and copywriting work hand-in-hand to communicate your brand.

      Step 2: Clarify

      Based on the above analyses, narrow your focus to a specific niche – don’t try to be all things to all people. Target a specific audience with a specific offer for a specific product or service that features specific benefits. For example, instead of selling ladies shoes online, you could sell smart shoes to upscale bridesmaids looking for comfort and sophistication.

      The more unlike the competition you are, the less competition you’ll have. But how does this relate to branding online? The less competition you have, the harder it will be for consumers to replace your product – which makes price less important. And the less important price becomes, the easier it will be for you to communicate the value of your brand and the faster you’ll build brand equity. Notice that in our “smart shoes” example above, price is virtually a non-issue. (It’s important to note, however, that price is often a stumbling block for online sales since it’s easy to price-check on the Internet.)

      Step 3: Strategise

      When it comes to your site, there are several areas that need your attention. The first two are site content and organisation. Divide your site into sections according to user needs and expectations, then fill each section with the appropriate content.

      1. Map out a site diagram:
      Even if you’re outsourcing site development, you need to do this to the best of your ability. Use your home page for the most important information, like your selling proposition, and rely on links off the home page to provide more details. Include a map or directions link if you want to direct people to your physical location. Remember to plan for growth.

      2. Develop a site navigation system:
      Your navigation (for example, left-side menu, tabs at the top, search function)  will help visitors quickly and easily find the content they’re looking for. Remember, in the minds of consumers, a well organised site equals a well organised company. A smart message equals a smart company. And strategic site content and organisation equal a strategic brand.

      3. Don’t neglect aesthetic appeal:
      The third area you need to focus on is your site’s appearance. Consumers today are more visual than ever, so the appearance of your site is pivotal to your success. Your goal should be to develop a quality look and feel that reflects your company and your brand. Aim for the right emotional response overall, then use this – along with your logo and the design of your other sales tools – to guide your specific colours and layout. Professional-looking sites are clean and understated, with an airy feel. Avoid a busy or heavy look, like an a black background. Finally, a quick-loading site is key. Never sacrifice load time for special effects.

      ShareTweetShare
      John Williams

      John Williams

      John Williams is the founder of LogoYes.com, the world’s first and largest DIY logo website. In his 25 years in advertising, he created brand standards for Fortune 100 companies like Mitsubishi and won numerous international awards for his design work.

      Quick Links

      • Business Plan Advice
      • Business Plan Format Guide
      • Business Plan Format
      • Sample Business Plans

      NEWSLETTER SIGN-UP

      Sign-up for Weekly ExpertHub Updates

      * indicates required





      EXPERT INSIGHTS

      https://vimeo.com/311685299?loop=0

      Browse by Category

      • Academic & Alumni Networks
      • Accounting & Payroll
      • Accounting & Payroll
      • Advertising
      • Advice
      • Angel Investors
      • Are You Suited to Entrepreneurship
      • Are You Suited to Franchising
      • Arts & Crafts
      • Attracting Investors
      • Auto & Transportation
      • Automotive, Travel & Transportation
      • Bank Finance
      • Banks
      • BEE
      • Bootstrap Financing
      • Branding
      • Budgeting
      • BUSINESS
      • Business Advice for Women Entrepreneurs
      • Business Ideas
      • Business Ideas Directory
      • Business Landscape
      • Business Leadership
      • Business Leadership Q&As
      • Business Model
      • Business Plan Advice
      • Business Plan Format
      • Business Plan Research & Preparation
      • Business Plan Template
      • Business Plans Q&As
      • Business Services
      • Business Survival
      • Case Studies
      • Cash Flow
      • Celebrity Businesses
      • Change Management
      • Checklists
      • Children
      • Children & Education
      • Company Posts
      • Compete to Win
      • Compliance
      • Computers & Internet
      • Construction & Engineering
      • Consulting
      • Cool Offices
      • Direct & Email Marketing
      • Doing Business in Africa
      • Doing Business in SA
      • Doing Business in SA Q&As
      • Doing Good
      • Eastern Cape
      • Education & Instruction
      • Entertainment & Events
      • Entrepreneur Competitions/Awards
      • Entrepreneur Daily
      • Entrepreneur Profiles
      • Expansion Finance
      • ExpertHub Today
      • Financial Management
      • Financial Management Q&As
      • Financial Reporting
      • Food and Farming
      • Franchise & Biz Ops Spotlight
      • Franchise Finance
      • Franchise Listings
      • Franchise News
      • Franchise Your Business
      • Franchisee Advice
      • Franchising
      • Franchisors
      • Free Mentorship Services
      • Free State
      • Funding
      • Funding Q&As
      • Funky Marketing
      • Gauteng
      • General Business Networks
      • Get Organised
      • Government Funding
      • Government Funding
      • Government Grants
      • Growing a Business
      • Growing a Business Q&As
      • Health and Beauty
      • Hip Retail Spaces
      • Hiring & Managing Staff Q&As
      • Hiring Employees
      • Home Products & Services
      • Hotels & Hospitality
      • How to Guides
      • How to Guides
      • How to Guides
      • How to Guides
      • How to Guides
      • How to Guides
      • How to Guides
      • How to Guides
      • How to Guides
      • How to Guides
      • How to Guides
      • Import Export
      • Import Export Q&As
      • Import/Export
      • Increase Profitability
      • Increasing Productivity
      • Innovation
      • Intellectual Property
      • International
      • Investing
      • KwaZulu Natal
      • Labour Complexity
      • Labour Law
      • LAUNCH
      • LEADERSHIP
      • Leading
      • Legal Assistance
      • Legal Contracts
      • Lessons Learnt
      • Limpopo
      • Long Term Courses
      • Managing Staff
      • Manufacturing
      • Manufacturing
      • Marketing
      • Marketing Q&As
      • Marketing Tactics
      • Medical & Health Care
      • MONEY
      • Mpumalanga
      • National
      • Networking
      • Non-Profit Organisations
      • Northern Cape
      • Ongoing Learning
      • Ongoing Learning
      • Online Business Plans
      • Online Businesses
      • Online Marketing
      • Online Mentorship Services
      • Online Networks
      • Partnerships
      • Performance & Growth
      • Performance Monitoring
      • Personal Finance
      • Personal Improvement
      • Personal Improvement
      • Personal Improvement Q&As
      • Personal Services
      • Personal Wealth Q&As
      • Pets & Animal Services
      • Podcasts
      • PR & Publicity
      • Presenting
      • Private Equity
      • Professional Mentorship Services
      • Professional Services
      • Property Investment
      • Publishing and Media
      • Ready to Launch
      • Real Estate
      • Real Estate
      • Recreation
      • Referrals
      • Researching a Franchise
      • Restaurants & Bars
      • Retail
      • Retail Business
      • Risk Management
      • Sales
      • Sales Confidence
      • Sales Prospecting
      • Sales Q&As
      • Sales Strategy & Management
      • Sample Business Plans
      • Sample Business Plans
      • Santam for Business
      • Sector Focus
      • Self Development
      • Services Businesses
      • Setting & Achieving Goals
      • Setting Up Systems
      • Short Term Courses
      • Small Business
      • SME Incubators
      • Snapshots
      • Special Interest Business Networks
      • Sports, Outdoors & Fitness
      • Staff
      • Start Up Tools & Infrastructure
      • Start-up Advice
      • Start-up Guide
      • Start-up Industry Specific Q&As
      • Starting a Business
      • Starting a Business Q&As
      • Starting an Export Business
      • Starting an Import Business
      • Strategy
      • SUCCESS
      • Success Stories
      • Support for Women Entrepreneurs
      • Tax
      • Techniques
      • Technology
      • Technology
      • Tools
      • Types of Businesses to Start
      • Uncategorized
      • Upstarts
      • Venture Capital
      • Western Cape
      • Women Entrepreneur Competitions
      • Women Entrepreneur Successes
      • Women Entrepreneurs
      • Women's Business Networks
      • Women's Funds
      • Work Life Balance
      • Worksheets
      • About Us
      • Write for Us
      • Privacy Policy
      • Terms & Conditions
      • Sitemap
      • Contact Us

      Copyright © 2021 ExpertHub.info

      No Result
      View All Result
      • HOME
      • LAUNCH
      • BUSINESS
      • LEADERSHIP
      • MONEY
      • SUCCESS
      • NEWS

      Copyright © 2021 ExpertHub.info

      Login to your account below

      Forgotten Password?

      Fill the forms bellow to register

      All fields are required. Log In

      Retrieve your password

      Please enter your username or email address to reset your password.

      Log In