What’s important when you launch your brand, besides your crystal clear vision and superb offering? Great brand strategy and positioning, a name that resonates with your target, a brand identity design that can grow with your new venture, and of course it all comes together in one crucial place: Your key online presence, your website.
Much can be read about user experience, information architecture, programming languages and SEO. None of which I will repeat, and much of it I see as knowledge that you will eventually receive from your web design and programming teams. And then comes the time where they will ask you for copy and assets, and that’s where it all breaks apart.
Today, I sum up the 3 most important questions you, as an entrepreneur, need to have clarity on in order to create your brand’s site, the www’s of www design:
Who are you talking to, who will you engage with? Ensure you have them up front and center, and not your typical pitch talking points, product specs or service capabilities list. Think about them. Then write for them, talk to them.
Why should they care? Care to click further, care to leave their E-Mail with you, care to spread the word, care to contact you? What do you want them to care about? Focus on those questions and provide answers that make them care – the way you want them to care. Many online marketers make CTA’s (Call to Actions) larger. You instead, make the copy and visuals resonate. If they care, they will click. Guaranteed.
What are you selling? No really, what is it that you are selling? We are selling branding for new ventures, but really we are selling brand launch enablement and peace of mind. What are you really selling?
Once you are clear on your 3 w’s, everything else will derive from it. If your consultants focus on CMS, responsive design, site architecture and everything else but these questions, make sure to put the breaks on the project. These 3 w’s will bring your brand launch online the right way. The rest is the engine of your car, which should be reliable and powerful, but if no one likes the design, the color, the badge and the comfort, no one will ever open the hood to take a closer look.