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Top High Performing Features Your Website Should Have

If you want a successful business, you probably know by now that investing in a website is key to your success. Your website functions are your digital profile, enabling people worldwide to learn more about your business and offerings. 

What most entrepreneurs don’t know is that it’s simply not enough just to have a website. If you built your website ten years ago, it’s time to revamp it. You should ensure your company website has the latest features so every website visitor would have an excellent experience. 

There is no universal formula for the perfect website. However, these top high-performing features can help improve your website user experience and propel your business:

1. Solid and professional branding.

Many small businesses underestimate the impact of having a strong branding strategy. Everything from your domain name to color palette and website theme to logo should be cohesive. This helps more people identify and remember your business. 

Your branding is a reflection of your company and what it represents. If you created your website a decade ago, it’s time you revisit it and ensure it aligns with your branding. Your branding should depict your core values and aspirations for your company. Your branding gets you noticed, and your website helps ensure you appear legitimate to the world. 

Before revamping your website, you should start with your website branding strategy. This provides a solid foundation for all the other website features you will explore. This can help guide you to determine what your website needs to make it the best that it can be. Your branding can also help you formulate a compelling digital marketing strategy to propel your company further. 

2. Page loading speed

Every second counts. Research shows that a one-second delay in website speed can reduce page views by 11% and lower customer satisfaction by 16%. On an annual basis, businesses lose up to $2.5 million of missed revenue because of that single-second delay. 

In case you’re wondering how long your website should load, you should target a three-second loading time at the most. If your website is old and outdated, it will probably take longer than three seconds for it to load. Those precious seconds can drive customers away and move on to the next business. 

Conducting all relevant tests to safeguard against a slow-loading website is vital. You shouldn’t stop at the home page. You should check all of your website pages to be safe. Optimizing your website is crucial to ensure every page loads swiftly, accessed through desktop or mobile. 

3. Mobile responsiveness.

Mobile devices account for nearly almost 60% of web traffic worldwide. While having a stunning website that looks great on a desktop computer is essential, it’s equally vital to ensure that website also looks good when accessed through a mobile device. 

Most people browse the web or shop online through their smartphones or tablets. Some might get turned off if the photos that appear suitable for the desktop version are too big or wide for the mobile version. Every element of your website, including external content, should be optimized for everyone to go through your website conveniently. 

Having a responsive web design makes your website highly accessible, meaning better chances of lead conversions. You also boost your search engine optimization or SEO when your website is compatible with mobile devices. Basically, people should have the same experience on the website no matter what device they use. 

4. Geographical location

Most of your customers come within a specific geographical area if you run a brick-and-mortar store or restaurant. When most people search for a product or service, they include the location in their search. Including your geographical location is vital for people to find your business. If your company has different locations, it should be easy for people to find the nearest branch. 

Even if you offer delivery, it’s still important that everyone knows where your company is located. Your location shouldn’t be limited to your ‘About’ or ‘Contact Us’ page. It should be easy for people to determine your location. Ideally, your business address should be at the bottom of every web page for people’s convenience. 

Unfortunately, many people can still get lost even if you clearly state your address. Adding a map feature to your website helps ensure they find the correct location. You can also include your Google Maps or Waze pin so people driving to your address would see it with ease. 

5. Live chat

Most people are lazy. They don’t want to explore your website or read your FAQs to find what they need. You can make things easier for them by installing a Live Chatbot on your website. Artificial Intelligence (AI) has enabled more companies to have this functionality, no matter how big or small. In most cases, this is only a simple plugin. 

To put things into perspective, 44% of online consumers claim that having their queries answered by a live person in the middle of a purchase is one of the most important features a website can offer. 38% of people even said that the chat session itself encouraged them to book that session or buy that item. 

At the same time, some people find it annoying when an AI chatbot constantly bugs them as they navigate through a website. While having a live chat feature is great, this shouldn’t annoy every website visitor too much. Allow people the freedom to decide whether they need help or not. 

6. Blog

Having high-quality content is key to an excellent digital marketing strategy. While posting on social media is a good start, you should take this to the next level by having a blog page. A blog page helps position you and your business in an authoritative light. More people would perceive your company as a trustworthy source when you share your knowledge with the world.

Blog articles with strategic keywords can help boost your SEO, increasing your search engine ranking. Likewise, having a blog is a strategic communications channel that produces shareable content you can repost on your social media platforms. If you want to highlight specific products or services, posting blog articles about them is a great way to market them effectively. 

To maximize your SEO benefit, your blog should be listed under your domain name and not some service like Blogger.com or Tumblr.com. You must update your blog regularly to boost your website. Promoting every article through your various channels, such as email marketing and social media, is equally important for more people to read the content you worked so hard on producing. 

7. High-quality content

Content isn’t limited to your compelling blog articles. This also includes the photos, videos, and infographics you feature on your website. Every text should be clear and readable. Everything should be organized in an informative and clear manner. Now’s the best time to step up your game if you’re using exclusively stock photos on your web pages. 

Investing in professional-grade photos establishes your business’ legitimacy. You can also set expectations for what kind of products or services people can expect once they buy something or schedule an appointment with you. What’s great about investing in professional-looking photos is that you can reuse the content for your social media posts or email marketing campaigns. 

Video is the most widely consumed content nowadays, and your business is missing out if you don’t have great videos that display your products or services. Fortunately, many mobile devices nowadays produce high-resolution videos, so you don’t necessarily have to pay a professional team to shoot footage of your business. Likewise, you can reuse these videos for your other digital marketing channels

8. Testimonials or reviews

Have you ever encountered someone buying a new product or service just because they saw a trend on TikTok or Instagram? Online reviews function as word-of-mouth marketing in the digital era. Reviews provide a different perspective on your business and offerings, setting expectations for others before they buy a product or book an appointment. 

Likewise, your website can build credibility and showcase your successful track record with customers. With your clients’ permission, you should post the kind words people say about your company to encourage others to try your products or services. Posting these testimonials on your website shows visitors that you’ve made many people happy. 

Proactively seeking feedback is essential to gather good reviews and boost your online reputation. After every appointment or product purchase, you should encourage your customers to leave reviews to spread the good word about your business. If they have less than stellar experiences, this is an excellent opportunity to improve your company to provide better services or products moving forward. 

9. Subscription offer

You don’t necessarily have to start your own magazine or subscription service for this. A subscription offer allows your website visitors to stay up-to-date with your latest products or services through an online newsletter or blog articles. This would keep your business top of mind even if that website visitor didn’t buy a product or book a service before.

A subscription is not only optimal for prospective customers. It also helps build relationships with your current ones. If you want to create a loyal customer base, a subscription provides an excellent foundation to send content regularly. After all, if you’re going to take your business to the next level, you should build a strong community of patrons who swear by your products or services. 

While you can build a community within your social media followers, your website should make it easy for people to join that group. The emails you gather from your subscription offer allow you to create a pool of current or potential customers to help your business grow further. 

10. Strong call-to-actions (CTAs)

One of the essential features your website should have is call-to-action (CTA) buttons. A call-to-action tells people what to do and, if possible, what they can expect from that specific action. You built your website primarily to propel your business, and you should make it easy for visitors to take action that can benefit your company. 

Every web page should have an appropriate call-to-action button to encourage website visitor participation. For example, the services page should entice people to request a quote, while the product catalog should give people the option to ‘add to cart’ or ‘buy now.’ Even your blog articles should have call-to-action buttons to make them hardworking. 

Strategically placing your CTAs is vital for a pleasant website experience. You should install simple buttons that highlight the value of that action without being too intrusive. While your goal should be to encourage people to buy your products or book an appointment, you wouldn’t want to bombard them with flashy buttons. These might backfire on you and turn them off from your business altogether. 

Adding these top-performing features to your website can help grow your business and improve your search rankings. Building a fantastic website is not a destination but a long, arduous journey. Sometimes, you will have to change things up now and then to improve the user experience. 

Moreover, it will take time to realize the benefits of improving your website, but you will enjoy the rewards in the long run. A great website is an essential investment for every business, regardless of size. If you want more people to perceive your company in a positive light, you should ensure that your website exudes professionalism while staying true to your business core. 

Fortunately, you don’t have to do everything on your own if you want to build a website with these high-performing features or revamp your current one. Our team of sales and marketing specialists at BrightMinds PH would be more than happy to help you develop a beautiful website that’ll take your business to the next level. 

We’re continuously updated with the latest website trends to ensure our clients have the best website features. We can help you add all these top-performing features and many more. If you’re interested in more about what we offer, message us today for a free quote.

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Everything You Need to Know About Effective Branding

Have you ever thought about what makes companies like Nike, Coca-Cola, Apple, and Starbucks appear a few steps ahead of the rest? These notable companies have one thing in common: powerful, influential brands. They are such outstanding brands that people can easily recognize what they stand for and the products they offer. In fact, these names have become generic in their respective niche.

This only means that a strong brand should not fall behind in the priorities of a start-up business. And this is not just speculation, because we have actual numbers to back it up—presenting the brand consistently bolsters revenue up to an average of 33%. Also, according to TSL Marketing, successful branding attracts benefits such as increased consumer loyalty, a relatable identity, and an improved image that cuts through the market noise.

However, many people have knowledge gaps when it comes to understanding branding. Some perceive it as the same as designing a logo, while others see it as an advertising scheme. Common misconceptions such as these only prevent businesses from fully achieving their business goals. Therefore, in this article, we will focus on what the term “branding” means and entails, what makes it valuable to a business (or you as a professional), and simple ways on how to craft a powerful brand identity. If you want to know more, make sure to scroll further!

What is branding?

Probably the most common misconception about branding is that it is a logo, slogan, or simply how the brand looks. While a brand’s visual identity plays an important role in effective branding, the meaning goes far beyond this. Branding is simply the practice of shaping a brand’s personality—it is the process of building your reputation in the marketplace.

Branding is what transforms first-time followers into brand evangelists. In other words, if you want to have a successful business, branding should be a priority.

On the other hand, your brand is a set of insights people have about a business. It is how you want your customers to perceive you once they hear or think about your business or products. If a brand is a set of perceptions, branding is the set of actions needed to achieve to shape the brand. 

Brand positioning

Now that you understand the meaning of branding, let us now dive into the first step of making it work: brand positioning. This is a strategy of placing one’s brand in the mind of your consumers, making sure that the business’ personality differs from that of the competitors’.

For example, Coca-Cola positioned itself as the gold standard of soda. Now, the brand benefits from the millions of sales across the world, since people have been perceived it as a household staple.

Two major factors contribute to successful brand positioning and branding: 

Focus – Many businesses usually position themselves to appeal to a broad customer base. While this sounds like greater prospects and more profits, the truth is, when you appeal to everyone, you appeal to no one. Being competitive in a wide market space can ruin your reputation. For example, you are less likely to stand out in the “blogging” market. However, if you position yourself in the “Southeast Asian food blogging” sphere, you are more likely to cut through to the blogosphere clutter.

You see, the more you can target a specific need or niche, the better you will get recognized by the people looking for your specialty.

Values – Positioning can be challenging when focus seems hard to attain, especially if you are in a saturated competitive landscape. For instance, how can you use focus to your advantage in the mobile market? Perhaps you can emphasize your minimalist approach but it might not be convincing enough to convert consumers. This is where values come into play.

If you stand for a set of values that resonate well with your target audience, you can scale your recognition and traction in the market, which can make your brand highly effective. This is what Apple exactly did. When you think about it, Apple is focused on being user-friendly, and it also stands for being unique, free, and just amazingly cool. In addition to its cool features, Apple wouldn’t be able to attract millions of users around the world if it weren’t for their values. 

What makes branding important?

How people perceive your business is critical to the overall success of your company. Here are reasons that make branding vital to your business:

It builds brand recognition

People go after businesses that they are familiar with. If your brand is recognizable and easy to remember, it can drive more awareness and sales to your business. When people perceive you as a quality provider, you are encouraging repeat sales. 

This is what makes a brand logo the most important element of branding. It is your first impression of your potential customers. And to leave a lasting impact on them, you must have a powerful and easily remarkable one.

It helps you stand out amidst the market clutter

Branding helps you identify your edge within the sphere of your niche. When you establish your business as having expertise in specific areas, you will make your brand invaluable to your consumers.

It helps generate referrals

Did you know that 84% of consumers sometimes or always make purchase decisions based on recommendations? Customer referrals can be likened to snowballs rolling downhill—it gathers more snow as it goes down. When you think about it, when someone acts based on a customer referral, they are more likely to tell other people about it if they had a positive experience.

To achieve this, you should have a strong brand that generates referrals and viral traffic. Trust in the power of word-of-mouth marketing, the most valuable and cost-effective way to make your brand known.

It helps your business to stay focused

In an ever-evolving industry, it can be challenging to stay on top of cutting-edge marketing trends. As a business owner, you have to identify those factors deem beneficial for your company. You can get easily swayed by the booming trends, but a clear brand strategy will surely help you stay focused on your company’s vision, mission, and goals. This will save you time, effort, and resources because you’re less likely to exhaust marketing efforts that are not aligned with your company’s beliefs.

It fosters trust within the marketplace

A strong brand will help your business build trust with existing consumers as well as your potential clients. People are more likely to support businesses that look polished, well-thought-of, and professional. 

How to create a powerful brand identity

We said it before and we’ll say it again: branding helps your business grow in many ways. Therefore, you should take the time to carefully develop your brand identity.

There are six steps to curating a powerful brand identity:

1. Define your target audience and competitors

To build a strong foundation for your business, you should first need to identify your potential customers, as well as your competitors to know where you stand in the marketplace. 

There are many ways to figure out your competitors. For instance, you can search your niche and carefully analyze the direct and indirect competitors that appeared. You can also check through online communities where your usual target market hangs out and eavesdrop on their conversations. 

As you do your extensive research, take note of the following:

  • “Lowest hanging fruit” customers (the group of people you can easily sell your product to)
  • Top-of-mind competitors (those that are already established in the market)
  • Your target audience’s psychographics (your target audience’s buying and spending habits, hobbies, and language)
2. Know your edge

Your brand cannot be a “jack of all trades, master of none.” To be recognized in a competitive market, it’s best to be best at one thing than be average on everything. Here are guide questions that can help you figure out your competitive advantage:

What’s your positioning statement? – This is a one or two-sentence that best describes your stance in the market. A positioning template usually goes like this: 

Our business offers [PRODUCT/SERVICE] for [SPECIFIC TARGET MARKET] to [VALUE PROPOSITION]. Unlike [COMPETITORS], we [UNIQUE SELLING PROPOSITION].

What words resonate with your brand? – Think of your brand as a person. What would he be like? What are his values and personality? Think of 3-5 words that best describe your brand. 

3. Come up with a business name

Now, here comes the hard part—coming up with a name is definitely one of the biggest commitments you have to oblige to. Your name will affect almost every facet of customer experience—from the first impression to the domain name and marketing efforts.

There are different ways to come up with a name that resonates strongly with your brand’s focus and values. Try out any of the following approaches:

Coin a new word, like Google.

Reframe a completely unrelated word, like Virgin.

Create an acronym for a long brand name, such as A&W (Allen and Frank Wright).

Devise a lexical name to enhance memorability, such as Dunkin’ Donuts.

Create a portmanteau, such as the term “podcast” (a combination of the words iPod and broadcast).

Describe your brand literally, like Bank of America.

4. Create a slogan

A slogan is a brief statement that gives people an idea of an experience with your brand. It’s like a teaser or a short statement that speaks about your focus or values. A remarkable slogan should be short and catchy. Here are tips to craft a killer slogan:

Act like your customer, just like Nike’s “Just Do It.”

Rhyme seldom fails, take Folgers Coffee’s slogan as an example: “The best part of waking up is Folgers in your cup.”

Be playful and funny, like Dollar Shave Club’s “Shave Time. Shave Money.”

Describe it literally, like Aritzia’s “Women’s fashion boutique.”

5. Apply your branding across all facets of your business

Ensure that your branding is visible in all facets of your business to create a cohesive brand story. A powerful brand needs to be consistent in experience and communications across these facets:

  • Environment (online & offline)
  • Marketing collaterals such as packaging
  • Content publishing
  • Website & online advertising
  • Sales & customer service
6. Develop the necessary brand elements

To create a powerful brand story, you must need certain elements to develop the overall look and feel of your brand. Read further to find out the most common brand elements/

Essential brand elements

1. Logo or wordmark

The former refers to the graphical symbol, whereas the latter is the business name that utilizes a distinct all-text typographic treatment. Whichever you prefer, keep in mind that both elements represent the business. However, more and more businesses are shifting to wordmarks since they represent brands in a crisp, clean, yet professional way. Take FedEx and CNN as examples.

2. Corporate Fonts

Font categories are classifications that help designers choose which fonts resonate best with your brand. Each category has its unique characteristics (also known as font psychology), so understanding these classifications is crucial for a powerful logo. Here are six of the common font classifications

  • Serif – traditional, classic, and trustworthy
  • Sans-serif – clean, minimalist, and modern
  • Slab serif – quirky, bold, and confident
  • Script – unique and elegant
  • Handwritten – personal, informal, artistic, and playful
  • Decorative – distinctive, dramatic, and stylized
3. Colors

These do not just define your brand; they also evoke the feeling you want to communicate to your prospects. You are probably aware that red evokes feelings of love, romance, or danger, and blue calms the mind as it reminds us of calmness, peace, or coldness. But what about the other colors? Here are some color guidelines that can help you in choosing a color scheme that best matches the message of your brand.

Orange

Positive: Friendliness, energy, warmth, confidence, and courage

Negative: Ignorance, deprivation, immaturity, and sluggishness

Yellow

Positive: Creativity, warmth, extraversion, and optimism

Negative: Cowardice, fear, caution, and anxiety

Purple

Positive: Wisdom, sophistication, wealth, and spirituality

Negative: Inferiority, decadence, introversion, moodiness

Gray

Positive: Intelligence, strength, neutrality, and timelessness

Negative: Blandness, depression, hibernation, and lack of energy

The whole branding journey may seem daunting, but with these pointers in mind, your business is bound to create a long and lasting impact in the marketplace.