Your website is often your biggest marketing tool, so it’s essential that it represents your company in the right way. It needs to have an obvious purpose, be easy to navigate and visually encompass the brand identity. The website may also be an online marketplace where you sell your products, which requires a focus on usability. There’s a lot to think about when designing a website, but essentially it must fit with your brand.

You’ll probably be working with a web designer to create your website – but they don’t know the essence of your brand. This means that first of all before you even approach the design, you need to redefine your brand and what your business stands for. Unless you can explain it with ease, you haven’t thought enough about brand identity and personality.

You website is the digital face of your company, so make sure it embodies your brand and gives the right message. Here are some guidelines for ensuring a website fits a brand.

  • Cherry pick the essential elements

When it comes to designing modern sites, it’s quality over quantity. You don’t want to over-face visitors with too much information and too many options, to have a discussion to identify what absolutely must be included. As standard, you’ll probably want a home page, a contact page, and at least one page about your products or services. A good website showcases the best of a business – it doesn’t have to include every single bit of information. Pinpoint what is essential and what could probably be left out, and remember simplicity is key.

Top Tip: If you feel your visitors should have access to extra information that isn’t absolutely necessary, you can always create a PDF brochure which can be downloaded from the website, rather than content taking up pages.

  • Appeal to the right people

From the very beginning you need to understand your target audience – who is this website for? The design of your website should be influenced by your customers. For example if you’re trying to appeal to the younger generation then you will need the site to be very visual and include video content. Keep asking yourself through the design process how the site appeals to your target audience.

  • Tie in with printed materials

If you already have marketing brochures and other printed materials, then it’s important to consider these in your website design. Branding must be consistent so it doesn’t make sense for your site to have a completely different colour scheme to your product catalogue. Everything from the text font to the layout should complement your brand across all platforms.

Top Tip: To make sure your branding efforts remain consistent across your digital and printed materials, why not use the same agency to produce your marketing supplies and create your website?

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