Business Website Branding Tips & Stats
2024, about 73% of businesses have a website. An online presence has become a must for any brand that wants to prosper and grow. A big part of this online presence is website branding, the art of building a positive impression and drawing in customers through an appealing visual identity and intuitive user experience.
But... What is website branding? And why it's important?
Branding is the process of creating a unique identity for a business that resonates with consumers and distinguishes it from competitors. It encompasses everything from the name, logo, and color scheme to the overall experience a customer has with a company. Your website is your company’s business card, and customers judge your professionalism based on it - 75% of online users judge the credibility of a website based on its overall aesthetics. And they do it fast. Users form an opinion about a website in 0.05 seconds, so the first impression really matters. This is why you need to introduce your business in a smart and engaging way, quickly conveying the most important information about your brand and offer.
A website that is visually appealing and easy to navigate can significantly enhance user experience and foster trust. Studies show that 94% of first impressions are design-related. A well-designed website can greatly influence how potential customers perceive your business. Ensure that your website is professional, aesthetically pleasing, and user-friendly.
How to create a visual identity?
Effective website branding strategy ensures that your brand message is clear and consistent across all touchpoints. Visual consistency involves using the same color schemes, fonts, imagery, and design elements throughout your website to create a cohesive and professional look. This approach helps reinforce your brand's identity and makes it easier for customers to recognize and remember your business. This, in turn, leads to increased customer loyalty and retention. Here are some of the key components making a great visual brand identity:
Marketable name & good logo design
The core element of your brand is your business name. Of course, there is no one-size-fits-all formula for a good business name. For effective website branding, you should choose a domain name that is easy to remember and spell. It's important to avoid hyphens in the domain name and keep it unique and relatively short.
If you have a logo – great! Make it an important element of your website and build your visual identity around it. However, ensure it’s a good design. A basic DIY logo or a low-quality picture can lower the customer’s trust in your company. Nowadays, creating a logo for your brand is less complicated thanks to the wide and competitive range of design services, as well as online logo generators.
Brand colors & fonts
The next element of brand identity is a color palette. Colors, their symbolism, and the various psychological effects they convey are powerful tools. Different colors are popular among different industries. For instance, 90% of lawn care businesses use green as the main color on their website. The most popular palette for 70% of Malaysian restaurants consists of yellows, oranges, and reds.
In web design, a color scheme usually contains:
- Primary, secondary, and accent hues - and no more!
- Neutral tone (or tones) - to balance the bright colors.
To illustrate why sticking to this principle is important, let's imagine a business owner wearing a colorful clown wig. It surely draws attention, but most probably for the wrong reason. That's why a well thought out color palette and a consistent use of t on your website creates a visually cohesive experience and enhances a positive brand recognition.
Accent colors on company websites by popularity
Typography is also an important aspect of your business’s visual identity. The fonts you choose should be readable and reflect the tone of your brand. Pairing fonts effectively can enhance the overall aesthetic of your website and improve user experience. Additionally, the imagery and graphics you use should be high-quality and relevant to your brand. Visual elements should complement your content and help convey your brand message effectively.
How to design a user-friendly website?
A beautiful brand identity is not enough to create compelling website branding. Ninety-four percent of first impressions of a brand’s website relate to the site’s web design. Further, 78% of users say they're more likely to return to a website with an intuitive layout.
Be aware of web design trends - multi-page websites have declined, with 68% of new sites opting for single-page layouts. This trend is closely related to the fact that 54% of all web traffic last year came through mobile phones. Business websites are expected to have responsive design; 52% of users said a bad mobile experience made them less likely to engage with a company.
Present your offerings in an attractive way
The purpose of a business website is to effectively introduce the offer to a client. Your services or products should be introduced already on your main page. Make it easy for a client to browse and interact with the elements – organize them into categories and provide all the essential information. Make your offer stand out and use original photos to present your services or products.
Original photos on company websites
Call to Action (CTA) buttons often get overlooked, but they prove to be useful both for companies and customers. Less than 30% of businesses use them, but colorful and eye-catching CTAs can increase conversions by 14.5%.
Stay available & easy to reach
Show your clients you are open to helping them and display your contact information in an easily accessible place. Our research shows that the most popular form of contact for businesses is a phone call, followed by form and email. Live chats are used by only 1.3% of businesses.
Forms of contact provided on company websites
Why do so few businesses choose to use live chat on their website? Our statistics focus on chats that are managed in real-time by either a human agent or a chatbot. In the first case, a customer service representative is needed to handle this feature, while in the second, the appropriate technology is required. This is why live chats aren’t widespread yet, making them an area where businesses can stand out from the competition. And this is becoming easier, as advancements in AI are making high-quality chatbots increasingly accessible, enabling 24/7 customer support.
How to build trust and customer engagement?
Besides creating an attractive visual identity, branding is also about building a compelling story. Behind every business, there are people. According to our research, only about 23% of restaurants introduce their founders or chefs on their websites. But those who do usually have so many interesting stories to tell about their team: how their culinary passion began, where they gained experience, and where they traveled in search of inspiration. This approach builds curiosity and customer engagement. Give your business a human face by bringing froward yourself or the team. Utilize your website’s About section to tell about brand's story and values.
Blogs may seem like an outdated promotional tool, but nothing could be further from the truth. They are excellent for SEO (search engine optimization) and help drive traffic to your website. Additionally, they play a crucial role in building a professional image. The majority of businesses don't utilize this opportunity and forget about the benefits of running a blog.
Blogs on company websites
Another important tool for building customer trust are reviews and testimonials. About 90% of users use reviews to make purchase decisions, while customer testimonials can increase conversions by 34%. Displaying genuine reviews and testimonials on your website can significantly enhance your credibility and influence potential customers' purchasing decisions.
Testimonials on company websites
Social media are among the most popular tools for staying in touch with your customers. According to our research, about 66% of restaurants link social media profiles on their websites. Social media platforms like Facebook or Instagram allow you to engage with your audience in real-time and build a community around your brand while promoting your offer at the same time.
A more traditional tool for keeping your customers up to date with your offer is newsletters – a powerful way to share updates, promote new products or services, and keep your audience engaged. Personalize your newsletters to make them more relevant to your subscribers, which can help increase open and click-through rates.
Additionally, consider using gift cards and discount codes to build customer engagement and loyalty. For instance, 78.8% of stores use discount codes, and 37.5% of restaurants offer gift cards.
Discount codes in e-commerce stores
Summary
A strong online presence helps attract customers, build trust, and differentiate your brand from competitors. Let's sum up how to successfully present your brand online:
- Create a recognizable visual identity and brand story.
- Showcase your professionalism with a well-crafted website.
- Make it easy for customers to explore your offerings and contact you.
- Keep your brand top-of-mind by maintaining regular communication with your clients.
With recent technological advancements, creating a compelling website has become easier than ever, thanks to AI website generators and intuitive website builders. You can try our AI Website Generator for free and see how easily you can get a website that meets and exceeds the expectations of today's digitally savvy consumers.
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