If you outsource your Web site design to a firm that uses templates as a quick, inexpensive solution, your site probably has the standard layout: content in the middle; a banner at the top; a navigation menu at the left; and, possibly, a column on the right with ads and resources. There's nothing wrong with a plug-and-play site like this, says Olivier Blanchard of The Brand Builder Blog, except that you won't stand out.
"When it comes to creating or driving a brand," writes Blanchard, "understand that having a Web site that essentially looks like everyone else's, a Web site that looks like you took little more than a couple of hours to put together, a Web site that offers nothing interesting or compelling for your users and fans, [will fall] short of expectations."
If you're concerned about your site's indistinctive design, Blanchard recommends to put a small team of branding, marketing and customer service experts in a room with a handful of customers for a 360-degree review of your site. Then gather their feedback and hire the best Web designer or firm you can find to implement changes or undertake a comprehensive overhaul.
The Po!nt: "Your Web site is your global storefront," says Blanchard. "You can't afford to allow it to be boring, ineffective or outdated."
Source: The Brand Builder Blog. Read the entire post here.
Subscribe to Get to the Point: Small Business today
