Online Witticisms

Seem like a silly question?  I’ll argue that it is one of the most important questions you can ask when creating your website.

You know the expression, “People may not remember exactly what you did, or what you said, but they will always remember how you made them feel.”  There is wisdom to that and is a universal truth whether you are talking about personal relationships, connections with brands, or your website.

 What do I mean when talking about how a website can make a person feel?  Well, I’m talking about their online experience.  Think about a website you visited where the navigation was horrible, content was not helpful, it was visually bland or overwhelming, slow speed, etc.  How did you feel while you were on the site?  Frustrated?  I know I would be.  Now, think of site that was visually pleasing, easy to find what you needed, told a story, or had pictures that you connected with.  It was a positive experience, or at least not one where you have negative associations.

Website content and design are critical to your brand. 

The plus grand triomphe for any marketer is to achieve brand loyalty from a customer.  This is no easy feat and it is created over time through consistent excellence.  Brand loyal customers happen when experiences with your brand are consistently excellent.  Customers know that when they buy your product or service, enter your store, or go on your website, they will have a good experience and they can rely on your brand to deliver. Your product or service then becomes a part of their life story, it has positive connotations, and it makes them feel a certain way. An emotional connection with your brand is created.

This is where your website comes in.  If your customers love your product/service, have a great time in your place of business, are impressed with fulfillment, but then experience a poorly designed and terribly slow website; this is not good.  Remember, brand loyalty is built on emotional connections and those connections are formed over time by having a consistently excellent experience associated with your brand.

I challenge you to ask a random person to visit your website. Can they tell you what your company offers?  What makes you stand out? What was compelling? Ask them what they honestly think about their experience.  If what you are hearing does not match your business goals and core values, it is time to rethink how your website represents your brand.