For many people, dating sites are part of life. Some people cringe at the idea of swiping mindlessly while others relish the amount of choice. But what if there was a dating site for websites, and yours was your profile, would you get a date?

At Williams&Crosby, we talk a lot about optimising your brand via your website, and what web design elements will help you stand out. So today we’re going to provide a new, interesting perspective on your website so you can decide if you need to make some alterations.

First Impressions Matter

If you aren’t familiar with dating apps, most of the profiles are very visual; pictures front and centre with written information below. You select your pictures carefully, your best selfies or any that show off your interests or fun side.

You should treat your home page the same way. It needs to have the ‘wow’ factor, engaging and appealing but also informative. If you have a good logo and company name, it should be clear what you do and how you do it differently; your content and page structure will enforce this.

This is the first impression customers will have of your business so make it count. Fail to do this, and it’s rare that anyone will look much further, and your well-written content, embedded videos, and other engaging website elements won’t be noticed.

Although branding is about more than visuals, and your business message is promoted through everything you do, both online and in person, you shouldn’t neglect how your website looks. If you’ve kept the same design for years, it’ll look dated compared to more modern competitors – it’s vital to freshen it up every few years and see what your rivals are doing so you can adapt accordingly.

What you Say and How you Say it

After a good first impression, it’s time to start selling your brand with the rest of your home page. Your content is the next most important thing, this is where you tell people about yourself, so they can decide if you’re a good match. If it’s not clear what you do, or it’s sending the wrong message, you could turn off your ideal partner or only attract the wrong people.

Your website should be aimed at the specific target demographics you want as you customers. If you support homeowners, a website that appeals more to younger people who aren’t on the property ladder might get you plenty of SEO traffic, but very few enquiries. When you work with us, we’ll analyse your existing messaging and the relevant data to establish what parts of your brand are appealing to the desired demographic and which aren’t, so you can refocus and improve your conversion rate.

If what your company provides isn’t right for some people, those people should find that out as quickly as possible. With some companies it’s obvious through visual branding, but if not make sure the first line makes your message clear, so no one’s time is wasted.

How to Make your Brand Date-Worthy

Based on what we’ve discussed already, do you think your website would get a lot of matches? If not, or if you aren’t sure, here are a few suggestions that can ensure as many people as possible swipe right.

Look your best – Typography, page structure, as well as photography and videography are crucial elements that affect how your site appears to customers.

Respond quickly – If people are looking for information, they won’t want to wait around for a website that takes 30 seconds to load.

Invest in yourself – If your content, photography, or web design doesn’t look industry standard, you need to give it an upgrade.

Be engaging – Consider if your website is enjoyable to browse. What can you do to make every visit memorable?

Set up the date – Seal the deal by having clear calls to action, so customers can make their purchase. Then make sure they come back again later on.

As a business, your goal is to deliver on your promises. Looking visually appealing isn’t enough, your personality is what really matters. This is the power of branding, your voice and business attitude should be clear in everything you do, from how you email clients to the brand of coffee you offer them when they visit.

Would you Date your Website?

Does your website open a car door for your customers and encourage them to join you for dinner and possibly become their ideal partner? – Swipe right! Or does it leave them standing on the curb thinking “I’m not sure it’s for me” – Swipe left!

It may seem like we’ve chosen a strange metaphor for this blog, but there are real lessons to learn from it.

If you feel that you’ve neglected your website and it no longer represents your brand, or it doesn’t show you in the best light, Williams&Crosby are here to help.

We’re experts in all things marketing, giving you the tools to transform your brand into what you want it to be. This includes:

Whatever you need to succeed, we’re the team to call. And since you have access to every marketing service from a single provider, communication is improved throughout the process – and there’s no need to shop around.

To find out more about us and what we do, please read our other blogs or get in touch with any questions. We look forward to hearing from you.