Web Effectiveness Blog

So, how do you convey brand experience online? Your site should amplify whatever it is your brand promises to deliver (a.k.a. your brand position and brand promise) For instance, if your brand represents an eco-friendly toothpaste made especially for the dental hygiene needs of women, does your Website say it too? Does it ooze warm, earthy hues with images of bright, smiling, beautiful women wearing white and running through lush, green fields with blue skies reminiscent of clean, fresh air? Yes, I know this is a corny example but you get the idea. More important, does your site provide a positive experience by allowing visitors to complete their online objectives with ease? Ask yourself the following questions:

• First of all, if I don’t know your URL and do a search, can I find your site after entering keywords that I think should lead me there?
• When I’m at your site do I recognize or trust your brand enough to feel confident I’m at the right place?
• Is it clear to me where I should go and when I go there, do I know where I am?
• Do I find what I’m looking for or do I need to try another path?
• Is the content easy enough to scan and compelling enough to read? Does it sound like your brand and speak to me in my language?
• Does the content create added value and re-affirm why I’m investing my time or money on your brand or site?
• Is flashy animation enhancing my experience of the brand or another obstacle to my destination?
• Is your brand reputable? If I’m presented with forms, will I complete a submission?  If I’m considering a purchase, are my choices clear and am I confident the transaction is safe and secure?

All of these online experiences have implications to your site and, ultimately, to your brand. Use these questions as a checklist to keep you focused and thinking about your goals, brand, and audience.