THE ARTFUL DESIGN OF YOUR BRAND AND LEGACY WITH INTENTION, PURPOSE, WISDOM AND STRATEGY
Step 18: Map Your Website
Your website needs to be a trusted and expert source of information for all related searches of your product, service and offering.
It needs to seamlessly deliver the best solutions and answers for your customer and consumer needs, whenever and wherever they need it and provide the best product / service / offering recommendations for their queries.
In order to achieve your website’s brand ambition, the following are the recommended content and design features to consider include:
A clean, uncluttered design - that reflects the brand strongly.
Emotive photography - as discussed in ‘Mapping Your Brand Visuals’.
Helpful suggestions - that reflect your expertise and knowledge.
Reviews and testimonials - to help users make informed buying decisions and allow for input.
Your brand story - per ‘Mapping Your Brand Story’.
A blog - with detailed product/service information, how to’s, and recommendations.
Contact information - to help drive customer engagement.
Helpful footer links - pointing people to the detail of the site including FAQs, shipping information, etc.
eCommerce and shop links to help monetise your service, products and offering.
Technical aspects that are a must:
Site speed - Loading under 3 secs, recommended time to live value of 64, meeting WCAG 2.1 AA guidelines.
Optimization - The website needs to be optimized for keywords and search . Meaming it needs to have the right keywords incorporated into the website that closely match the search terms people look for when on Google or similar search engines.
A Seamless User Experience - “It's generally accepted that the end user experience defines the brand. End-user experiences (UX) undergird the value that brands deliver to their customers in the digital world.” - Neotys.com. UX is therefore a combination of many factors ranging from website design, navigation, transaction ease, customer service support, content and information, page download times and rendering times. UX undergirds how your customers and clients perceive your brand as they interact with your website or app to perform a specific use case, such as buying a product or service.
