Apr8

5 Reasons Why Self-Branded Websites Fail

If you’re thinking about DIYing your website, read on.

It’s no longer enough just to have a presence on the internet. It’s a big playing field now, and the only way to get a return on your investment is to make sure your website fully expresses your company brand. Here are the top 5 mistakes we see DIYers make:

1. They didn’t understand what branding is.
Branding is not about designing a logo or picking a web page template. All such activities should come AFTER you’ve established your brand identity. Brand is what your customers think and feel about you, your products and service. If you don’t have that clear, you won’t be able to communicate it in your advertising and marketing, either visually or verbally.

2. They listened only to internal opinions.
Nobody knows your company better than the insiders: yourself and your key staff. But nobody can tell you how your company is truly perceived like an outsider: a pro who can do the research, analyze the results and give you an objective picture of your advantages and disadvantages in the minds of your audience.

3. They copied some other company’s brand strategy.
Maybe they Googled “most successful branding campaigns ever.” Or maybe they even had someone on staff with experience marketing to their industry. But what succeeded for another company, or in previous years, probably won’t for this company, now. To get current, deep branding expertise, you really need to go to a company that specializes in it.

4. They didn’t spend enough time on it.
There are many claims on a business owner’s time and attention, from production to sales. Throwing together a website in a couple of hours is a recipe for disaster, both in terms of functionality and visitor impression.

5. They didn’t consider the long-term effects.
Failing to attract or convert new customers on a daily basis is bad enough. But what about how you’re perceived by potential investors or lenders? If your website comes across as amateurish or off-brand, it could raise doubts about the wisdom of doing business with you. Having a cookie cutter website that’s not consistent with the company’s brand can have far-reaching consequences. It — and you — deserve better.

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