I was meeting a new client a few weeks ago and we were talking about how to grow his business and the importance of a great looking website. It struck a chord with me and not a particularly good one as it got me thinking about my own website which by my own admission had grown a little tired and dated. It was more than overdue a refresh.
It wasn’t just the website that needed some TLC but the whole brand, well in my opinion, in any case. So, without delay I commissioned a new logo, colour palette swiftly followed by a new website. Now of course mine isn’t a complex business but it’s absolutely imperative that as soon as visitors land on a website that they know exactly what it is you’re offering and the get a good feel for you and your business – the average time spent on a website is 15 seconds which is not long to make an impact.
A website is typically the first port of call for prospects and in fact anyone wanting to know about your business so first impressions are important. Here are my top tips if you’re thinking about a rebrand:
1. New logo – if you fancy a new logo then don’t be afraid of a complete departure from your existing one whether it’s colour, look and feel or all three. Having the power to revamp your brand shows that you’re in control and happy to make change to keep up with competitors and your client’s needs. I personally like to have an icon that you can use with and without your logo – it not only gives you a professional feel but is also super handy when you’re creating collateral such as business cards, stationery, and presentations
2. Typeface – also important and needs to compliment your logo and work across everything you do from your stationery and emails to your website. The choice is endless but my advice is to pick one that’s not too fussy and can be found on the mainstream office packages.
3. Colours – the colour palette for your new brand needs to accommodate your logo so bear this is mind when you’re selecting and while it’s good to be bold don’t let it overpower everything else or take away from any images you select. Also consider the different types of collateral that you want it to work across.
4. Images are so important when rebranding there are a few options here: you can commission your own if budget permits or you can buy stock imagery fairly reasonably from the likes of Shutterstock or iStock, there are also some free image sites such as Pexels. Think ahead about what sort of images you require and what represents your business and what you offer best so that they can double up across the website, presentations and any other marketing collateral you might need to produce.
5. Website – probably one of the most important aspects of a business today. It’s your shop window so treat it like one and don’t leave it to get dusty and tired. Choose a platform that offers you flexibility. There are lots of DIY packages such as Wix and Squarespace but in my experience, they don’t offer enough flexibility to scale in the way that WordPress does and aren’t as easy optimise.
6. Words – finally you’ve got the look and feel sorted but what you say is also needs to be carefully considered. Do visitors to your site ‘get you’ and your business as soon as they arrive on your site or could it be clear. If you aren’t able to stretch to the support of a copywriter to help you with the words then get a draft together of what you think is what you want to say and then share it with colleagues, family members and trusted associates for constructive feedback.
Your brand is your image, your business card and your shop window all rolled into one so make it count and ensure that it reflects your business message and brand.