City Personnel Blog

Does Your Website Get Your Message Across?

Does your website truly express what you want people to know about your business? In honor of our new website launch, we’ve created some basic questions that might help you shape your website into a more powerful marketing tool that better represents your company.
August 17, 2017
Tips for Employers

Words can’t say how excited we are for our new website! Speaking of words, is your website worded and designed to draw customers toward your business? We put lots of time and thought into our website's appearance and marketing message. We knew that with each page and each word, we were marketing ourselves to millions of new users at any given moment. In honor of our new website launch, we’ve created some basic questions that might help you shape your website into a more powerful marketing tool that better represents your business.

Does your website clearly state what kind of service or product you offer?

This might seem obvious, but we’re always surprised by how many sites we come across whose business and mission are unclear. First impressions are everything, so stating what you do right out of the gate is imperative to getting your customers’ attention. Use the top part of your landing page to say what you do. This is the most valuable real estate on your website, and is often referred to as “above the fold” just like a newspaper. Vague statements like “Executive Level Business Solutions” sound eloquent, but don’t define the product or service.

Does it reflect the culture of your firm?

A great website represents a business’s culture and personality. Think about your favorite coffee shop. If you were to visit its website, what would you see? If they’re focused on vegan baking, you might see font and coloring that creates an organic or earth-friendly vibe. A college area cafe might have contemporary photos to appeal to a hip, youthful demographic. Female-focused businesses like beauty salons or Ob/Gyn offices might have a feminine, soft look to their imagery and messaging. Not sure where to start? Explore the website templates on DIY website tools such as Wix or SquareSpace, and check out this Psychology of Colors blog to learn how certain hues can represent your product offering.

Does your site have unique characteristics that make your brand stand out?

A great website has special attributes like photos, client testimonials, or other distinct features that differentiate it from competitors’ sites. Not sure if your branding is unique? Try the logo test: go to your website, and cover your company logo with your hand. Now imagine someone else’s logo in its place. Look at the rest of the website, and see if the information still makes sense. If it does, your website may be too generic. If you could swap out your logo for a competitor’s logo and keep all the other content the same, consider making changes to your site so that it really pops when your customers come to your landing page.

Photo credit: Pixabay