The Difference Between a Website Problem and a Branding Problem
One of the most common calls or e-mails we get from clients usually begins with a simple request:
“Help! My website is a mess and I don’t know what to do!”
Yes, one of the biggest pain points for a business usually involves their website. But in most cases we come across, the problem is indicative of a much larger one—their branding and marketing.
So, how do you diagnose if you have a website problem, or a branding problem?
You have a website problem when…
Your website is stuck in 2005.
Look, a lot has changed on the internet in the past ten years. One of the biggest changes, coming this month actually, is Google’s propensity for ranking mobile-optimized websites over ones that haven’t been. Google is known for changing their algorithm many times over the course of a year, but this update is unparalleled in scope and magnitude. Keeping a website fresh and updated is a full-time job.
If you’re not careful, your website may end up looking like this.
The website doesn’t work.
A website’s job is four-fold: be easy to use, eye-catching, found easily, and load quickly. Loading is the most important facet of those four as well, as 47 percent of consumers expect a web page to load in two seconds or less, and 40 percent abandon a website that takes more than three seconds to load.
On top of that high bar is the set of standards every person has for finding a website easy to navigate and understand, and also their standards for what they consider good design. People often get bogged down in these details, believing that their brand exists as these bits and pieces. The reality though, is the brand is a part of a much larger whole where these bits and pieces exist.
You have a branding problem when…
You’re not sure who your business caters to.
Throwing a new coat of paint onto a Chevy Nova does not turn it into a Camaro. Thus, a new website does not automatically add a certain allure to your audience. Often, a lack of direction in their marketing campaign (or lack of a marketing campaign completely) can lead many to believe the old mantra of, “If you build it, they will come”.
In an era where smartphones and search engines can yield millions of results in a couple of moments, nothing could be further from the truth. Knowing who your business caters to is the first step to any branding campaign. Then, the pieces will come together to create something that will drive the kind of traffic that converts to leads.
Your brand message is inconsistent.
Perhaps the biggest offender we see is when a business asks for a new website, but what they really wanted was a new logo to slap on it without thorough implementation.
Inconsistent branding can lead to confusion, and making your brand immediately recognizable is one of the first rules to gaining any traction in your target market.
Really, that’s only the tip of the iceberg. Identifying problems of your business can be tricky when you’re so engrossed in the business. That’s why we are here though! The first step to any solution is identifying the problem.
Get in touch with us to see what we can do to improve your website. We would love to help you solve your next big problem.