Branding Through Your Website

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Branding Through Your Website: 5 Ways Your Website Can Add Credibility to Your Small Business

When most people think of website branding, things like logo use and color schemes come to mind. While these are essential parts of creating a cohesive brand that customers can relate to, there are other aspects that are just as important. Here are five ways your website can help create the customer credibility that you need to find success in the cutthroat world of small business.

Include a buyer’s guide. This guide should include honest information about your products and a way for customers to determine which of your products is perfect for them without using up valuable staff time. Modern consumers like to make informed decisions, and this will give them the tools they need to make a purchase without having any reservations. Plus, it will show them the range of products or services that you offer and keep them from seeking similar information at a competitor’s website.

Provide post-sale care. This can include maintenance guides and advice for getting the most out of the purchase. Offering this information will allow consumers to feel confident in the range of use of their selected product while preventing unhappy customers and unnecessary returns. You’ll get bonus points for showing alternative uses or gift giving options.

Allow customer ratings. If you let customers post ratings of your services on your website, it will be a symbol of openness. Even better, leave all ratings up, even negative ones. While it is appropriate to post a response explaining why the customer was so unhappy, having a few less than perfect ratings on your site will show that you are being honest and allowing all reviews to be posted. The good reviews, meanwhile, will give prospective customers an idea of what it is like to deal with your business.

Emphasize your charitable side. If you give regularly to certain charities or are an integral part of your local community, don’t be afraid to show it. List your recent donations on a special charity page and include a link that allows customers to donate money on their own. While most customers will not take you up on this opportunity, it will nonetheless send a message that you care about others and put your money where your mouth is.

Include personal information. This is a good place to put a family picture or other relevant image and present yourself as a person with a life and a history. Showing people that you have a family and a life outside of work will give your company a face and make them more likely to want to support you.

Your website is a marketing tool—first and foremost. However, these personal touches are not merely vanity, but ways of showing your customers who you are and what they are supporting with their hard-earned money. If you have a website, it’s important to set yourself apart from the millions of similar sites on the web and here are 5 ways to brand your website. Adding these five elements will inspire the customer confidence you are seeking but you should know your branding limits but I guess it is no different from developing a personal brand that works.