Let Your Site Do the Talking: 5 Ways to Successfully Convey Your Brand Via Your Website

Personal + Professional Branding

When it comes to your brand online, your website is at the forefront. In many cases, it's a person's first interaction with your brand. As such, it's incredibly important that your website represents your brand well. After all, with your website speaking for you, don't you want it to be making a good first impression?

Here are five ways to successfully convey your brand via your website.

1. Choose your colors wisely

Every color has certain moods attached to it, which means it plays a big part in how your brand is perceived. Using the wrong choice in colors can negatively affect how others see your brand.

For example, if you have a natural foods company and use red in your branding, how do you think that would come across? Red is not a color people associate with nature and freshness. Instead, it is seen as passionate, assertive, and (sometimes) angry. Not exactly the connotation you want with your natural food brand, right?

Think about your brand's values and choose colors that correspond. If you want to come across as cheerful and friendly, orange and yellow are good choices. Blue is seen as trustworthy and calming, while purple is associated with luxury and wealth. Your choice in colors can help you get your values across -- or, choosing ones that evoke a different feeling can can confuse your audience.

2. Use appropriate fonts

Every font has a personality, and like your site's color palette, it's important to choose fonts whose personality matches that of your brand. The fonts used on your site in conjunction with your color palette will have an impact in making an impression on your site's visitors.

Are you looking to come across as trustworthy and professional? Then keeping it simple with a serif or sans-serif font is the way to go. If your site caters to children, then a fun, whimsical font might be a better choice. Keep your audience in mind and use fonts that are geared towards them as well as the values you want to present.

When in doubt, choose a serif or sans-serif font. They're simple and can be used in a variety of circumstances. In fact, it’s wise to use them for your site's body copy anyway since they're easy to read. Any other fonts you choose are better suited as accents, such as headings, due to readability.

3. Select photos that reflect your brand

The photos displayed on your site can really support your brand if done right. If not, like colors and fonts, they can send the wrong message.

Choose a photo aesthetic that reflects your brand. Yes, just like how you chose your site's colors and fonts, your choice in photography should represent your brand. A rustic brand should include images that are warm, inviting, and of course, rustic. Light, airy images would look out of place here, as would dark and moody photos.

Besides the style of the photos you use, one other important thing to keep in mind is to use high-quality images. Regardless of your brand's values, using low-quality images will make you look like an amateur. Images typically take up a large amount of space on a site, so it's crucial that they make a good impression. Using grainy, poorly lit images won't make a good one.

4. Use your voice

The tone you use in your site's copy is just as important as aesthetics in conveying your brand on your site. Your brand is composed of everything you put out there, whether it be visuals, products, or content. If your words and imagery don't match up, your brand won't be as strong as it could be.

If your brand's audience is children, you probably won't be using large words and very formal language. In contrast, if your brand is professional, you won't be using chat speak. Regardless of how you talk, it's important to really think about the words you're using for your brand. Channel your brand's values and audience when speaking for it.

Every little spot on your site is an opportunity to let your voice shine through, so don't just think in terms of paragraphs and blog posts. Think of the small details that make up your site.

That small little button on your sidebar? That's a great place to showcase your voice. Think of the difference between "contact us" and "get in touch." Both essentially mean the same thing, but one is a lot more formal while the other is friendlier.

5. Be consistent

Perhaps the most important aspect in branding your site is to be consistent. Everything from your site's fonts, colors, and photos to the tone used in your site's copy should inspire the same feelings.

That means picking a color palette and sticking with it. Don't introduce new colors where they're not necessary. Pick 2-3 fonts and use them throughout your site. Choose a photography aesthetic and make sure all the photos on your site align with it. Use the same tone in all your site copy.

Keeping everything consistent helps your brand remain cohesive and therefore, memorable, which is key to staying top of mind for your customers and clients.

Let your website do the talking

Your website is often your brand’s first impression on potential clients, customers, and readers. With consistent and on-point colors, fonts, photos, and tone, it’ll pave the way for your audience to get to know you and your business how you want them to.

3 Ways to Connect With Your Audience in Your Sleep

Do you yearn to refer to your website as the "salesperson that makes you money in your sleep?”

While it isn't easy to accomplish, it’s certainly possible. I’m going to get you started.

The first step in making your website work for you is getting to know who your ideal audience really is in order to connect with them. For the purposes of this post, though, let's assume you have a good, detailed picture of your ideal client.

Because here’s what I’m going to share: I have three ways you can connect with the ideal audience that’s behind the screen.

Making your website your round-the-clock salesperson

Let me introduce you to a certain situation all solopreneurs encounter. In this situation, you’re a hypothetical business coach, and Sabrina just happens to be your ideal client.

Sabrina wants to improve her teaching presence, but she lacks confidence. So she does a quick search on Google with the query “how to gain confidence” and one of your blog posts pop up. She clicks it and reads. You have a few great tips she takes note of, but now she wants more. She starts to click around your website.

At this point, you have approximately 30 seconds to connect with Sabrina, answering her questions and enticing her to stick around. She doesn't necessarily know what she needs. It’s up to you, in that brief encounter, to introduce the option of hiring a business coach, and communicate the benefits of working with you rather than figuring it out on her own.

Together, let's explore three ways you can connect with Sabrina in those 30 seconds and how you can deliver the answers to her questions without actually having to be there:

1. Communicate via video/audio:

Providing quality video and audio content is one of the best and quickest ways you can connect, gain trust, and build credibility with a potential client. Here are a few ways in which you can use video and/or audio effectively:

Create an introduction video for your homepage. When Sabrina visits your website, she has concerns and questions that she needs you to answer for her. Develop an engaging, 30-second video that welcomes visitors to your site, and answers any or all of the following:

  • How can you solve my problem?
  • What makes you an expert?
  • Why should I trust you to hire you?
  • What would it be like to work with you?
  • How much does it cost to work with you?

Create a free video or video series for your email opt in. List building is a serious tool for increasing audience engagement. Use a free video or video series as your giveaway to entice sign ups. Be sure to make these videos educational and remember, someone like Sabrina doesn't know they need to hire you. Speak to what your ideal clients want and need.

Develop an educational webinar. Webinars are another fantastic tool for educating your audience, building your credibility, and allowing you to inspire a connection. And it doesn’t just have to be done in real time. Record a webinar and make it available via your site. Sharing or selling the recording will allow your visitors who didn't attend live, like Sabrina, a chance to obtain value and see you in action. Alexis Grant has a great example of this with her SEO for Bloggers webinar that can be accessed anytime, for free.

Host or guest appear on a podcast. I am not suggesting you start a podcast unless that is what you want to do -- it’s a big undertaking! However, being interviewed by someone who has a popular podcast allows you to share your expertise with someone else’s audience, and it can be linked to over and over again without any additional work by you.

2. Grant easy access to your calendar:

Perhaps video and audio aren’t for you. You still want to make that initial connection with Sabrina before she exits your site. What I’ve seen work: allow visitors to schedule a free consultation with you and get on your calendar instantly. This way Sabrina has access to you to ask any questions she might have and you are able to connect with Sabrina one-on-one to see if she's a good fit. The best part? all of the logistics can be taken care of while you sleep.

Easy scheduling tools you can use:

3. Talk directly to your ideal client in your written content:

Your written content on your website should be working for you all the time. When you write your content with your audience in mind, Sabrina will feel as if you are talking directly to her and not to the masses when she reads. Use more "you" and less "I." Make your visitors feel important, unique, and like they’ve found the right place.

Imagining connecting with one individual at a time makes all the difference in your writing. Consider their needs that you are fulfilling. Live conversations with new prospects mean sparking interest by framing your services in terms of how you can help them solve their problem -- and your written content on your website should do the same.

Each of these three strategies requires some upfront work, but once set up, they’ll begin the transformation of your website from passive tool to 24-hour salesperson. Because we all need some time off, right?

Which of these three strategies will you focus on and use for your business? Share with us below.