Page 16 - July 2023 INET Magazine

By Lori Osborne

I am often asked what I consider most important with a website – design, brand, or SEO? It is a
challenging question because all three should work together to achieve the goal of generating
new business! Let’s look at how and why…

Website Design
“Website Design” can refer to how a website is laid out, how pages are designed, and the overall
look of a site. For this discussion, we are referring to the look and feel, and whether or not it is
visually appealing. The first thing to keep in mind here is that nothing appeals to everyone!
Therefore, it is only vital that it appeals to YOU and YOUR PROSPECTS! Why not just your
prospects?

Two reasons:

(1) We tend to attract those who are like us so if you find it appealing, your prospects most
likely will as well.

(2) If you like your website, you are more apt to share it! I have found that business owners who
are unhappy with their websites tend to avoid even mentioning it.

Since we know not everyone will respond the same to your website design or, frankly, your
products and services, it is imperative to start by defining your ideal client (or customer avatar),
and, therefore, your target audience.

Your Brand
According to The Dictionary of Brand, brand is “a person’s perception of a product, service,
experience, or organization.” Is that surprising? I have found that most people believe branding
is strictly your logo, colors, and fonts. No! As a small business owner, YOU ARE YOUR BRAND! And
since most people make decisions based on emotion (Harvard research shows 95% of
purchasing decisions are subconscious), it is crucial that you find the best ways to communicate
your brand to your customer avatar. How do you do that? Once you define your customer avatar,
you need to understand your brand archetype, or as stated by branding expert Kaye Putnam,
“the DNA of your brand—the underlying blueprint that shapes its identity, communication style,
and emotional appeal. It’s the secret sauce that makes your brand unforgettable, resonates
with your audience on a profound level, and sets you apart from the competition.” I recommend
Kaye’s archetype process because it helps you understand which of the archetypes you fit in
and how to apply that to your overall brand development. (You can take Kaye’s brand quiz at
https://www.kayeputnam.com/brandality-quiz/.)

Page 16 I iNETrepreneur Magazine