And to “know how to behave” you have to work on the design of your website from three fronts: your brand, your user and Google .
Only then will you have a consistent digital presence and a brand that generates trust. And when there is trust, there are sales.
Today I'm going to show you some web design practices and strategies that will help you build a trustworthy site and, ultimately, meet your business goals.
The three pillars of web design
First of all, let's clarify some concepts: what is not a website?
It's not just a pretty page
It is not a catalogue of products and services
It is not a cluster of keywords
A website is an opportunity for your potential client to get to know you, to build meanings around your brand, to differentiate yourself and position yourself in the market and in search engines.
It is a point of contact where you can gain the trust of your users and win them over.
For this reason, you must work on the design of your website from a global perspective that encompasses the three pillars I mentioned earlier: your brand, your user and Google.
Pillar 1: Your brand
Your website is your company's business card, your office, your commercial premises, your digital showcase, a point of sale, a conversation point with your real and potential clients. It is your “digital everything”.
Therefore, you must take advantage of this space to show your value proposition and your brand universe (values, personality, visual identity, verbal identity...) and demonstrate your Know-How .
User
Your user, your buyer persona, must be at the center of your strategy.
Everything you say or do must be done with him in mind.
Your small or medium-sized business website must offer a satisfactory user experience and perfectly reflect what you can do for them, how you are going to help them, and what the next steps are that they need to take to continue working with you.
Actually, satisfying Google is as simple as satisfying users . Simply complex.
If you play your SEO positioning cards well and provide value to your visitors through your content, you will gain points with the big search engine.
Your website design must reflect your brand identity , reflect your value proposition and differentiating factor , and work on organic positioning , so that when your users search for you, they find you.
Let's now see how to work on each of these aspects.
1. Branding: build a coherent brand
In web design, there are two key factors that you should work on in your brand, regardless of the size of your company.
Visual identity : the visual projection of your brand
Verbal identity : what you say and how you say it
Visual identity
It is the graphic identity of your brand and is composed of the logo, fonts, color palette, graphic elements and photographic treatment.
All of this makes up the brand's visual universe.
Verbal identity
How does your brand speak? What will it say and how will it say it?
Are you a friendly, fun, formal, technical, disruptive business?
The elements that make up verbal identity are:
Naming: the name of your brand
Tone of voice: the way you express yourself and communicate with your surroundings
The brand message : what you want to convey and how you adapt this message to your different audiences and channels
The verbal territory: it is a summary of the verbal identity that includes linguistic resources, key words, what can be said and what cannot…
With verbal identity, it is the words that help build your brand, connect with your audience and differentiate yourself.
2. User: provide value, a good experience, and win over your audience
Before creating content for your website, you must be clear about what you want to say on it and who you are going to tell it to.
Who is your buyer persona?
The user must be at the centre of your strategy, and therefore the themes of your content must respond to their needs.
At the same time, your tone of voice and brand values must be aligned with theirs.
The design, the content, and the products or services you offer… Everything must be designed so that your user can navigate easily, consume relevant content and find the solution they need in your company.
What is the purpose of each page?
Every page you build on your website should serve a purpose.
For example:
The home page is a good starting point to guide the user based on their needs.
A goal could be to get them to click on one of the CTAs (which you have strategically placed) or direct them to a more specific page.
want to communicate what your value proposition is
In this case, one goal might be consideration: sparking the user's interest so that they consider you as an option.
The time spent on the site, the number of pages viewed, among other KPIs, will give you clues as to whether you are on the right track.
Another goal could be to invite them to download an e-book or a free consulting kuwait whatsapp number data session, or to subscribe to your newsletter .
On the contact page, your goal is clear, that they address you
Here you can use the classic contact page (email with a message, phone number or where we are) or you can directly schedule a meeting or call.
If you have an e-commerce, what you want is to sell online . However, you can set other sub-objectives to meet: increase in the average ticket, recurrence, abandoned carts, etc.
In any case, each objective must have an associated KPI, so that you can assess whether your approach works or not.
What are you going to tell us about? Content marketing and copywriting
Once you have answered these two questions, two key strategies come into play to fill your site with value, communicate your proposal and show your know-how: content marketing and copywriting.
Content Marketing
Content marketing is the strategy to attract and conquer your target audience by offering them relevant content at the moment they need it.
The famous “valuable content” must fulfill a double function: respon
