When you create a website for your business, it is important to maintain brand consistency. This means that the design, colors, and messaging on your website should be consistent with the branding that you use offline. If your website looks different from your other marketing materials, it can be confusing for customers and may cause them to question whether they are dealing with the correct company. In this blog post, we will discuss some tips for maintaining brand consistency on your website.
Create Brand Guidelines
The first thing you should do before taking your business online is to create detailed brand guidelines. This document will outline the colors, fonts, and messaging that you want to use on your website. It is important to be specific when creating your brand guidelines, as it will help ensure consistency across all of your online materials. These details will be the same as the guidelines you follow in all marketing materials online and offline, so there is consistency across the board and you send a clear message to customers.
These guidelines should then be distributed to all relevant people in the business so you are all on the same page.
Organize Website Content
When creating your website, it is important to organize the content logically. This means that the most important information should be easy to find and the layout should be user-friendly. If customers can’t find what they are looking for or if the website is cluttered and confusing, they will likely leave without taking any action. You also need to ensure that you have a regular posting schedule and all of the content you post is on-brand. You can use a Content Collection Tool to help you take a more methodical approach. This improves consistency as you are not simply posting content at random times or displaying content without a clear theme and strategy behind it.
Coordinate Website Updates With Marketing Campaigns
You should coordinate website updates with any marketing campaigns you are running. This will ensure that your website always reflects the most up-to-date information about your products, services, and promotions. It can be helpful to create a calendar of all upcoming marketing campaigns and ensure that your website team is aware of these dates so they can make the necessary updates. It creates a lot of confusion and looks unprofessional if your offline marketing materials send a different message from your website.
Repurpose Old Content
One way to maintain brand consistency on your website is to repurpose old content. This means that you can take existing content and update it so it is in line with your current branding guidelines. You can also use this content for social media posts, blog articles, and even email marketing campaigns. This helps keep your messaging consistent across all channels and prevents you from having to create new content from scratch. Using good pillar content that answers the key questions that your customers have is a good way to maintain a consistent through-line on your website.
Consistency is important because it helps customers understand who you are as a business and what you stand for. When they visit your website, they should feel like they are stepping into the same world as all of your other marketing materials. By following these tips, you can create a website that is consistent with your branding and provides a positive user experience for customers.
Leave a Reply