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If you’ve been cruising the information superhighway of late (possibly daily!), then you’ve most likely come across some websites (other than the usual social distractions) that you immediately engage with, or instantly bounce right away from.
So, what makes a website sticky? What is it that turns window-shoppers into browsers, and browsers into engaged and curious people who may become a part of your extended community?
Websites are your agent. Authors of 'Trust Agents', Chris Brogan and Julien Smith stated that,
“The web is like your Hollywood agent: it speaks for you when you’re not around to comment”.
How is your website currently speaking for your service or product?
I had to sack my agent. My website wasn’t sticky, it wasn’t representing who I was or what I was about. It didn’t support my brand. It wasn’t me.
You see, when I first started freelancing to festivals and collaborating on small business gigs, like many people starting out with gusto and enthusiasm I quickly applied for my ABN, registered my business name, and away I went. Being a brand new business, I had no budget. So, with the help of someone that was more tech-inclined than myself, I pulled together a very two-dimensional website as a go-to for info on Satellite Marketing.
As my business steadily grew, and as I was taking my clients through website overhauls, crafting brands and advising them on how to best build relationships with prospective customers, it became glaringly obvious that I wasn’t walking my talk.
I was the landscape gardener with a mound of dirt and weeds in the front yard, the unfit personal trainer, and the carpenter with no tools. I was finding myself saying to clients “but, don’t look at my site as an example of this”.
Essentially, my website was damaging my brand.
It was time for my rebrand and website overhaul. Lordy, was it fun! Hands down, a rebrand is my most favorite project to work on. Like all solo-flying businesses, I had spent some time building my own community of like-minded experts who I could partner with for my own work, and for the work of my clients. So without further ado, my ahhh-mazing graphic designer and web designer (also known as web-dude) and I got to work on re-establishing my brand and online agent.
The brand process is incredibly important, and establishing who you are and what you stand for, who you are conversing with and which platforms to do so on has been discussed here, and is a powerful process and important step when establishing your brand. Ensuring that your website then communicates this to your online visitors to encourage them to stay for a cup of tea, is paramount.
Personally, I love a website that is clean, easy to navigate, makes sense, tells me what the brand stands for, allows me to stalk their products and service, has some pretty pictures, allows me to read praise about the offering, and adds value by giving me information.
Are you in the market for a new agent?
If so, here are my top ten tips for establishing the most effective web presence for your business:
Remember that your website should primarily be your representation that helps to build trust, a rapport and a relationship that the real human on the other side of the computer screen can actually feel.
About the author:
Genevieve Claringbold of Satellite Marketing is a S3 Business Solutions Specialist. Gen inspires and educates businesses with the knowledge and strategy to boost your brand and master your marketing. Gen works creatively and strategically with small business, to help navigate and map your bespoke marketing and communications solutions through a range of expertise and ongoing support that will have an impact.
S3 Business Solutions
Call: 03 5261 6237