Things seem to change day to day with the coronavirus epidemic, but one thing is for sure– people are spending A LOT of time online. As a result of social distancing, many business owners are finding that they have more time to work ON their business rather than in it! While people will be back to regular routines at some point, I am guessing that some of the movement of customers to online sites will remain.
Now is a great time to take a look at your digital branding and to ensure that it reflects your business’s mission and values. Does your website make it easy for potential customers to find the information they are looking for? Can they order online or purchase virtual services? Is the messaging on your social media in sync with what’s on your website and vice a versa? These are all important questions to revisit at the present time in anticipation of a return to normalcy.
Does your website make it easy for potential customers to find information?
It can be helpful to have someone who is not familiar your with your business go through your website to ensure that important information is easy to find. Think about the most frequent questions your potential customers might have. Can the aforementioned site visitor find that information easily?
Think about the landing page (usually home page) and whether the most important and up-to-date information is located there. It’s also a great time to make sure that all of your links are working properly. You would be surprised at how many websites have dead links that go to unused social media profiles or (gasp!) the social media profile for the theme developer because they never changed it!
Can they order online or purchase virtual services?
Even prior to the coronavirus epidemic, consumers are looking to purchase items and services online. While people will undoubtedly be looking forward to returning to in-person shopping and services, there may be some who opt to stick to online sales, so make sure you are prepared! If your current website is not optimized for e-commerce, now is a great time to set it up for secure online ordering.
Is the messaging on your social media in sync with what’s on your website and vice a versa?
When I sit down with new clients one of the first things we discuss is overall consistency in digital branding. Digital branding MUST be consistent across all digital content from your website to your social media profiles to your e-mails. I have seen businesses spend thousands of dollars on a beautiful, custom website only to visit their social media platforms to find outdated cover photos, graphics and messaging. Don’t make this expensive mistake!
It helps to think of your digital brand like building a home. You need a strong foundation and framework and you need a plan before building! For small businesses, it’s helpful to think about why you got into business in the first place– what made you fall in love with the idea of doing what you’re doing? Sometimes getting back to basics can help you get a clearer vision of your brand and what you have to offer your customers/audience.
We would love to help your business build a strong digital brand, ensuring continuity through your website design, social media and messaging. You can view our Digital Brand Design Packages HERE.