Why Your Website Personality Matters
You just have an hour or so left before you log off of your work computer for the evening. You’re researching a new online vendor or an article that will help you through a particularly difficult challenge. But it’s the end of the day, and your brainpower is limited. You find yourself aimlessly clicking through websites populated for you by Google when you stumble upon one that’s unlike the rest. You perk up. It’s got a little something that catches your eye. It’s got “website personality.” Maybe it caught your attention because it’s bright and a little sassy. Or perhaps, its minimalist approach allows you to focus on the witty copy or stunning imagery. Suddenly you realize it’s exactly what you’re looking for.
The internet is an overwhelming and oversaturated place. There are millions of websites and options, so how do you stand out among the rest? It’s important to be yourself. By showcasing your authentic brand personality on your website, you’ll look just a little brighter and bolder than the rest.
How to Add Personality to Your Website
1. Website Copy
The copy on your website is the perfect opportunity to showcase your brand personality. Having a tone that matches who you are is vital for engaging your reader. If they can emotionally connect with the language you use on your website, they are more inclined to stay. Think about the current copy and tone of voice on your website and how it reflects your personality. Ask yourself:
- Does the tone of voice reflect who we are as a company?
- Do our benefits and key differentiators stand out?
- Is our copy up-to-date?
If the answer to any of the questions above is “no,” it’s probably time to take a fresh look at your web copy and give it a good scrub.
Believe it or not, website design often says more about your business than the copy. A dated web design or poor user experience can give customers a bad first impression that may not be salvaged — even with quality content. Consider asking yourself the following questions to audit your current website design:
- Does your branding showcase your personality and resonate with your audience?
- Does your website design express who you are?
- Does it match the tone of your website copy?
- Does the layout take the visitor on an enjoyable journey?
Remember, your design should be congruent with your brand, but don’t be afraid to take a little bit of a risk or think outside the box.
3. About Page
Your ‘About’ page is the perfect opportunity to share your personality with your audience, so they can get to know the real you. Here are a few ways to make your audience feel included in your story:
- Showcase your values, philosophy, or company culture.
- Share your vision for the future.
- Spice up your team bios with interesting facts.
- Punch up team photos by ditching the grey backdrop ‘n’ suits and letting your team showcase their true personality.
- Share your company history in a more exciting format, like a visual timeline with images, for example.
4. Customer Support
Many businesses make the common mistake of treating their customer support as separate from their brand tone and personality, but customer experiences are a major component of your brand. Make sure the person the customer met on the About page is the one helping them solve their problem, but don’t make them feel like they are a number. Here are a few ways you can support your customers — showing a caring, thoughtful, customer-focused personality — on your website:
- Create a “frequently asked questions” page with real questions and thorough answers.
- Make your contact information easy to find.
- Create helpful, relevant, welcoming pop-ups. For example, “Still feeling stuck?” or “Got a question? We’re just a click away.” to prompt customers to reach out and feel understood.
Whether through social media, paid Google ads, or printed literature, advertising is often the first impression of your business. The second impression is often your website. With that in mind, here are a few questions you might consider reflecting on:
- Does your marketing and advertising reflect your brand’s personality?
- Is there congruent messaging and design between your website and marketing materials?
- Are you communicating in a way that your audience resonates with?
- Does your audience feel like they’re being sold to, or do they feel excited that you’re here to help?
Using these tips to add a bit of website personality will help make your brand more distinct and memorable to your audience. Remember, people are more likely to recall how something makes them feel rather than the details. Be consistent, be yourself, and be unique!