The Face of the Web – Why Website Personality Matters
With the internet being chock-a-block with countless companies vying for attention, you’d be hard-pressed to find a more crucial factor in determining a business’s success than its website and the personality it conveys. If you don’t know some of this story already, you may want to enlist some professional web designers to help you out, but there’s no shame in learning a little more before you get down to business.
More Than Just a Pretty Face
First off, let’s get one thing straight: website personality isn’t just about having an attractive design. Although aesthetics play a role, a website’s personality encompasses the overall user experience, from the tone of its content to its usability and functionality. Ultimately, it’s the vibe a user gets when interacting with your site, and it’s this vibe that will either keep them coming back for more.
Search engine optimization, or SEO, is a critical aspect of any online marketing strategy, and it’s here that the importance of website personality truly comes to the fore. You see, search engines like Google are constantly on the lookout for fresh, relevant content that provides value to users. In other words, they’re looking for unique, high-quality websites that offer something different from the rest of the pack.
By creating a website with a well-defined personality, unique images, and original content, you’re not only providing a more engaging experience for your users but also giving search engines a reason to rank your site higher in search results. This is particularly true when it comes to content creation: if your content is infused with your brand’s personality and offers a unique perspective, search engines are more likely to deem it valuable and unique, and reward you with better rankings.
First Impressions Matter
The real reward for your brand’s individuality comes in the form of brand perception. Your website is often the first point of contact between your brand and potential customers, which means that it plays a key role in shaping how your brand is perceived by potential customers.
When visitors land on your website, they instantly form an impression of your brand based on what they see and experience. If your site has a well-defined personality that aligns with your brand values and target audience, you’re well on your way to creating a positive brand perception. On the other hand, if your site lacks personality or comes across as generic and uninspired, your brand is likely to be perceived in the same light.
Down to Business
It’s one thing to know that personality matters; it’s another to have it, and even harder to show it in a way that really makes a difference. Getting started can be intimidating, but we’ve got a few tips to get your engine running.
Know your audience
Understand who your target audience is and what they’re looking for in a website. By doing so, you can tailor your site’s personality to resonate with them, ensuring a more engaging and memorable user experience. And remember – if you genuinely like your product, your audience will probably resonate with your perspective!
Develop a consistent tone and voice
All of your content, whether it be on your website, ads, social media, or trade show collateral, should have a consistent tone and voice that reflects your brand’s personality. This includes everything from your written content to your visual elements and even the way you interact with users on social media. Consistency is key to creating a cohesive brand identity.
Prioritise usability and functionality
People can’t read what they can’t find! A website with personality is great, but it’s not worth much if users can’t easily navigate it or find the information they’re seeking. Ensure that your site is user-friendly and functional, with clear navigation and well-organised content.
Stories have a way of resonating with people, so don’t be afraid to incorporate some more personal storytelling into your website. This could involve sharing how you came to start your brand, showing off customer testimonials or big clients, or even creating a broader narrative around your products or services, preferably based on the history of your company and where you want to take it. Your website should clearly communicate your brand’s values and mission – this will help users understand what you stand for and why they should choose you instead of one of your competitors.
Encourage user-generated content
User-generated content like reviews, testimonials, endorsements, or social media posts can add an authentic and personal touch to your website.
Keep it real
Finally, don’t be afraid to take risks. A website with a personality is bound to stand out from the crowd, so don’t be afraid to take risks and try new things. This could involve experimenting with unique design elements, incorporating humour or other emotions, or simply being bold and daring in your content creation.
The face of the web is constantly evolving, and in today’s competitive digital landscape, having a website with a distinct feeling is more important than ever – and you don’t get that without taking a few risks! By creating a site that’s truly yours, you can not only improve your search engine rankings but also create a positive brand perception that sets you apart from the competition.
Vice President, İntelligent Design & Consultancy Ltd
Over 12 years of global & rich experience in Portfolio & Program Delivery Management in leading & managing IT Governance, PMO, IT Portfolio/Program, IT Products, IT service delivery management, Budget Management, and more.