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Traffic Tuesdays


Published by: Judy Cobb 10-22-2013  |  POSTED IN: Traffic Tuesdays

Words Blog 43: Your Website, Your Story & Your Brand

 

Telling the story of your business on your website provides you with several advantages.

  1. 1.   Your story engages people who are looking for your product or service in ways a fact-based website cannot.
  2. 2.   A website that is built around your story appeals to people with the demographic characteristics of your customers.
  3. 3.   A story provides a context for specific information about your products and business.
  4. 4.   People are more likely to remember facts when they are part of a coherent story.
  5. 5.   A story offers specific information and insights about your brand.

How does a story differ from branding? The story of your business provides the underlying rationale for your branding decisions.

Consider, as an example, a professional services company like an accounting or law firm that is based in a specific community and draws most of its clients from middle-income families in that community. That company's branding would involve graphics, photos and text aimed at the interests and tastes of the community.

Building a website story around the business's history in the community and role in community life would immediately establish a connection between the business and local website visitors. Principals and employees of the company are probably involved in community organizations and local business groups.

Website visitors from that community might have met and worked with them or know about community projects they have been involved in. This connection would give the business a clear advantage when the visitor decides which businesses found in the web search to contact.

Your business story can also provide you with direction in making many decisions about website content and appearance. The color selection, pictures and graphics used on the website should all be consistent with the story.

For example, the community based law or CPA firm might use photos of local events, landmarks and groups. The color selection and graphics would reflect the tastes of the community. If there is a specific color or graphic scheme associated with the community, the website would probably use those. If the community has members of several ethnic groups, the website might also highlight or feature information of interest to those groups.

Pasadena, Ca. is the home of the Rose Parade and Rose Bowl. A website for a community-based professional services company in that area might well select those colors and similar images, to reinforce the business's local identity and standing.

Another strategy for a community-based business is to provide local information, recommendations or a calendar. A blog that discusses local issues or community services would also be a plus for this website. Any of these features would draw locals to the website and create a credible image for the business. The choice of local information and coverage would be dictated by the story the website is telling about the business.

For a company with a broad business base either locally or nationally, the business's story might be built around the qualities that have allowed the company to be successful. A website for that company might well feature useful product information for the products or services that the business provides.

Every business has a story, and that story--if used effectively--will strengthen your image and allow you to build relationships with your existing customers, with new customers and with potential customers. If you use it as the basis for your website message, it provides an anchor that highlights your values, strengths and service.

Please share your ideas, comments, questions and suggestions about this blog with us. Feel free to leave comments below or to email Judy at [email protected]

 

Judy Cobb is an independent writer and business writing coach whose clients have included Parsons Engineering, Mattel Toys, The Los Angeles Times and the Jet Propulsion Laboratory. She has specialized in developing training materials for instructor-led courses as well as interactive online courses and websites. She holds advanced degrees from Columbia University and Stanford as well as an MBA from UCLA's Anderson Graduate School of Management.

Thanks for reading. Jason.
P.S. Don't forget to subscribe below to this blog.
 
About Jason Ciment
Formerly an attorney and CPA, Jason has been working online since 1997. His columns on affiliate marketing can still be found on www.Clickz.com and his book on search engine optimization can be found at www.seotimetable.com.

This blog is published 4x per week and covers website design and SEO tips as well as a wide range of tips and advice for working and living online more efficiently and enjoyably.
 

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