As many of you know, I officially launched my website a little over a month ago. What you may not know is that it was in the works long before it was live for all to see. I took a LOT of time (maybe too much) thinking about each detail and design before moving ahead and I'm still critically thinking about it now that it's launched. In fact, I've made several changes since it became live and have a few more in the works. Creating the website (with the help of a WONDERFUL designer) was a ton of work, but it's my most important space - my home base.
In the next few days, I want to focus on the layout, design & marketing of your website so that you can convey your brand and drum up business for yourself. Today, in particular, I want to focus on the main components of your website and why I believe they are what you need to focus on.
About Us
The information in the "About Us" or "Bio" section of your website is critical because it paints your brand in words. This is a way for you to make your branding statement and give a few examples of your accomplishments. When people visit your page, this is one of the first things they will check out. Try to provide a picture of you and your staff. Also, like a resume, this will be scanned so try to point out the main points in a way that can be easily found.
Portfolio
This can look different depending on your industry and the design of your site. Whether you have a "Portfolio" tab or a listing of your published works in the "About Us" tab, it's important that you highlight your experience and give examples of it. Each part of your site can be used to show your experiences and strengths so don't feel like you need this tab, but you do need to integrate the information into your site.
Services
Again, this doesn't have to be a seperate tab, but for service-oriented businesses, you need to make sure that a new visitor can quickly see how you can be of use to them. I've noticed that many event planners stray away from posting their services on their website, but I think it's really important to list at least a sample of what you can offer. New customers will likely appreciate seeing a list of what you can offer. Do what you can to make the browsing experience easier for everyone.
Contact
Another trend that I've noticed in websites these days is that they make it really hard to find contact information. While I understand the need to cut down on marketing calls and spam, I also see the need to provide interested clients with a stress-free way to find you. This will be a personal decision for each of you, but I do ask that you consider the route a client would need to take to find contact information on your site.
Graphics and Bullet Points
I know you're trying to pass along a lot of information to potential clients and/or employers, but your site becomes downright unmanageable if you write everything you need to say. Try to keep your wording as low as possible. Sometimes your sophisticated, modern style doesn't need to be stated. Instead, work to show it in your design. Instead of detailing an event you hosted, post a picture of it! Word of caution - you also want to keep your site loading time as low as possible and too many pictures will contribute to a slow site. The key thing is balance.
These are some of the basic components of a website that you should consider before talking to a designer or trying to put the site together. Your brand should be conveyed in every aspect of the page and should be easily navigable. Try to keep in mind how people will see the page. What will they look at when it first opens? Is that what you want them to see? Keeping these things in mind as you design your site will help ensure that your will maintain the attention of your clients and convey your brand consistently. Tomorrow, we'll talk more about URLs and how choosing them will help you get your site noticed.
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Tags: 30 Days of Branding, Personal Branding, Social Media/Technology, website
