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When I wrote about the importance of brand development to drive sales, and referenced my own side business as evidence, I got pushback from one longtime subscriber.
“If you have a good product/service, that drives sales on its own.” he wrote, “If your website isn’t good, that itself is not a good product. It is part of what you are selling.”
I thought it over and realized - we actually agree with each other.
If you have any online business which acquires customers primarily through a website - the website IS a big part of the product. This is true whether you sell physical products or remote services where people mostly find you online.
And part of creating a good product is creating a compelling and user friendly website. Which can be done only if you’ve solidified your brand so you know
What's the only way to create a website that’s a good product - that takes people where they want to go, and that tells them what they want and need to know? Only by clarifying all that in advance with a brand guide.
And web-based companies that don’t do that? No matter how good their offer/product is, they’re forgetting that their website is part of the product, and people will be repelled.
When I create a Brand Guide for companies, this is exactly what I do. I deep dive into understanding exactly what your potential customers are looking for and map out how to give it to them and tell them about it on the website.
Like I did for GSI Kitchens:
Now take a look at your website and ask yourself. Does this website take my customers by the hand and lead them clearly through all the information they need? Does it make them feel understood?