Reputation Management and Your Website
To build a reputation and manage its carefully crafted image, a business has to invest in assets. The most valuable of which is a website. With a custom website, a business can create and control content about itself and measure how often that content is viewed and shared. With a website, there are no algorithms to negotiate with, no ads for other businesses to compete with, and no content from others to distract users from your own content. Your website is your own space, controlled by you, with no distractions. It’s the ultimate authority on your brand and what you do with it goes a long way in building a solid reputation.
User Experience is Customer Experience
We tell all of our clients that user experience has to come before style. That is because the user experience is ultimately customer experience. Your website is your brand’s digital environment online, its store or office if you will. The easier it is to use your website, the longer users will stay on your site and the more likely they are to convert. It’s also more likely that they will trust your brand. Every website can meet the basic criteria for good user experience. We build all of our websites to be:
Clearly branded so as to assert authority and ownership of the content
Easy-to-navigate and well tagged so that users can quickly find what they need
Easy-to-interact with so that users don’t become frustrated or disinterested (keeping forms short, making calls-to-action clear, etc.)
Your website could be the first impression before a customer drives to your store or before they follow you on Instagram and so on. We can make sure the experience is a good one.
Remember that Everything is For Your Audience
Stripped down, the ultimate goal of every website is to attract new customers. You wouldn’t be investing in one if you felt you didn’t need to be found online. That said, it can be easy to get mired in your own internal lingo and way of doing things. Remember, your future customers might not know a lot about what you offer, beyond that they want or need it. Your website is an opportunity to educate them and give them the information and tools they need to feel that you are the solution for them. Here are a few things to remember:
Provide helpful information, whether that’s how-to content or just describing product attributes, you should inform as much as you inspire.
Avoid using internal lingo and acronyms! Using plain language will make your content accessible to everyone.
Be transparent about processes and policies.
Consistent Brand Management is Essential
We can help you with all of the above. After you’re done working with us it’s up to you to keep all of those things going (unless you keep us around forever!). Consistent brand management is the best way to manage your reputation online. What does consistent brand management really translate to? Here’s a list:
Consistent use of visual branding assets
Consistent use of brand voice (tone and word choice)
Consistent attention to your website and social media channels
Consistent responsiveness to customer inquiries
Consistent commitment to business systems that enhance and improve the overall customer experience