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Is your website killing your brand?
In spite of what anyone may say, a brand
exists only in the mind of an audience. It is far more than logos,
colors and words on a page. It is a promise that must be guarded
and nurtured. This takes a good deal of care and effort. When it
comes to your organization’s website, anything less can be
a brand killer.
A website needs to support business goals
as well as to create a positive user experience. Your site will
not only be judged on how it looks and feels, but by the level of
knowledge and services it offers. Unlike any other media, a website
delivers a message directly to your audience at a time when they
are most receptive to it—when they have sought it out. If
you don’t meet or exceed your visitors’ expectations,
you risk breaking the promise and killing your brand, one user at
a time.
Here are our top ten website brand killers:
1. The Bad Match
The website is not in line with your organization’s
other materials. If your web and print materials do not look like
they came from the same place, visitors can be left wondering if
they are in the right place. Consistency is a fundamental piece
to any branding campaign.
2. Bells and Whistles that Drive the Bus
Users are confronted with overwhelming
tools and functionality. When used properly, these features can
make for an outstanding web experience. This is a good thing. But
when features drive the design (both graphic and navigation), the
results can be confusing.
3. Who Am I?
The homepage does not state clearly who you
are, what you do, and why it matters to the user. Many users will
reach your site through a search engine. That means they likely
will have been presented with a long list of other sites along with
yours, and you have a few precious seconds to engage them. If you
assume they know what you offer, or your site makes them work too
hard to find out, you risk losing them. Permanently.
4. Where Am I?
The site has inconsistent and/or unclear
navigation. Navigation should be simple. It should tell the user
where they are, where they can go and what they can find on your
site. If you have chosen clear, meaningful labels for your navigation
system, congratulations—you’re half way there.
5. The Tower of Babble
Disjointed copy from various sources that
does not “speak in the same voice.” This is a major
brand killer. Repurposing copy from brochures and other pieces is
tempting, but it must be done with care. It is also important to
keep in mind that readers are more interested in what’s in
it for them than what you say about yourself.
6. The Wrong Impression
The graphic design sends the wrong message.
People judge a book by its cover, and they will judge your site
by the look of the home page. Needless to say, a fun and whimsical
appeal for a business or nonprofit’s website will affect credibility,
and results.
7. In the Way
Content and features are difficult to find.
The big e-commerce sites learned very early not to put anything
in the way of a buyer ready to enter their credit card number. Don’t
put needless barriers between your users and the information they
want.
8. It’s All About Me
The website content is arranged like your
organization, and not necessarily the way users need it. If the
main navigation on your site resembles your organizational chart,
it probably wasn’t designed with the user in mind.
9. The PDF Trap
The site uses PDF files as a barrier to content.
Users can become disoriented when they click on a link and are faced
without warning, with downloading a PDF file. If you are posting
PDF content, be sure to label it very clearly.
10. Stale Information
Dated or outdated information on a website
can be a major brand killer. If the visitor’s first impression
of your organization is that you’re outdated and out of touch,
then maybe you are.
* * *
wet*ink is published by Bremmer & Goris
Communications. Each issue is packed with information and useful
insights into marketing design and communications issues that affect
your business life.
© 2004 Bremmer
& Goris Communications. All rights reserved.
Bremmer & Goris Communications
creative thinking. effective campaigns.
1908 Mount Vernon Avenue
Alexandria, Virginia 22301
703.739.0088 • www.goris.com
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