People judge based on appearance. When you are meeting someone for the first time, they see what you look like before you ever get a word out of your mouth. They consciously or sub-consciously make an assessment of you based on your appearance. The same thing goes for your website, your store front, your vehicle, and the way you look.
If you drove up to a business in a rusty old cube van and were supposed to talk to them about how to get higher profits they’d take you a lot less seriously than if you drove up in a Mercedes Benz.
The same goes for your website, your branding, and the image that your team portrays. If you look professional, it DOES make a difference with the impression you make with visitors to your website. Of course, the “Look” that you have will be based on your customers, clients, and who you do business with. If you are running a kids playland, you don’t want to look “corporate”…you want to look fun, exciting, and approachable…but if you’re selling heavy duty equipment to a mining company, your “Look” will be very different.
3 Steps to Finding Your “Look”
- Search out what your competitors look like, write down what you like, what you don’t like, and how you are different/better than them. Print off some pictures or save them on your computer for review. If you’re lucky, your competitors will be boring and un-inspirational; that’s a great thing, it means you have lots of room to be better than them.
- Write out who your typical buyer/client/customer is. Who are they? What do they do? What do they drive? How much do they make? When you know who you’re marketing to, it’s much easier to appeal to them with your business image.
- Get inspired. Search Google Images, search Pinterest, search stock photo websites. Look for things that appeal to you, and things that will appeal to your customers. Build a list of images that resonate with you and your business.
A Custom Representation of Your Business
Now that you’ve got all that done, meet with a creative professional who can culminate everything you’ve gathered into a “Look” for your business, for your branding, and for your team. The creative professional might have their own two bits to add to your vision…so be open to a few changes. Using all the information and ideas you’ve gathered, the creative professional can then work at developing a shot list that will help you to related to your potential customers/clients. If they do their job right, you’ll end up with some custom pictures for your website, your brochures, online ads, and social media posts.