How to design a powerful brand experience for your website

Your website’s look and feel are just as import as the services and information displayed on your site. We make 95% of our decisions in our subconscious mind. Within seconds, we are scanning every single element on a website, especially if we are new to a brand.

To make a sale, you need to grab your prospect’s attention and provide enough information to persuade them to act. So, it’s of paramount importance to make sure your buyer’s initial impression when they encounter your website will be a positive and trustworthy one.

A professionally designed website that provides a cohesive look and feel of your brand will help establish credibility and trust with potential buyers. How do you want your customers to perceive your brand? Here are a few tips on how to incorporate your brand strategy into one of your largest brand touchpoints, your website.

Create an emotional connection

Put yourself in your prospect’s shoes. What are their needs? How do they benefit from your products and services? What value will they get? Speak your prospects’ language and tell your story. Tell them who you are, what you do and why people can trust you. Clearly identify and demonstrate that you understand their needs and desires and how you help fulfil and satisfy them. Empathy and understanding will help you build trust and quickly establish a connection.  

Use your brand identity assets

Make sure you use your brand identity assets consistently across your website. Use the correct logo and favicon, put your colour scheme to best use and don’t underestimate the power of your brand’s typefaces. They also play a vital part in evoking subliminal reactions. If you have a set of bespoke icons and illustrations that you can use, even better. Each asset adds another layer of recognisability.

Visual assets, sounds, scents and touch all play a vital role in how we perceive brands. Each asset sends signals that can be decoded in your prospect’s mind through association and the meaning attached to it. For your identity assets to be able to create value, they need to be relevant and send out clear signals and a coherent message.

Speak your customers language

Keep your message clear and concise, and most importantly, make sure you speak your audience’s language. Avoid jargon at all cost. Make your users feel engaged and use your brand’s tone of voice. Make the experience less formal and more enjoyable across the whole site, from headings to calls to action. We explore some key aspects of copywriting in our brief guide to writing website copy.

Provide a seamless user journey

Provide an integrated and seamless brand experience for your audience. Their journey with your brand may start from a social media post or by searching for a particular provider online. They may have seen a print advertisement or your Google profile. Each of these touchpoints needs to be consistent with the presentation of your website. Recognisability and familiarity are crucial for building credibility and trust. 

Show your prospects’s that you care and that they are important to you. Make the experience memorable to ensure you create loyal clients and long-standing relationships over time.

How we can help

If you’re unsure where to start, we can help. Get in touch with us to talk about your website goals.

About Franzi Scheithauer

Franzi is Creative Director at Studio Brand Up and specialises in brand strategy and identity design.