DISCOVER WHERE YOUR AUDIENCE ARENEW COPY HERE – – POEM – Paid, owned, or earned media… website campaigns… brand, product, tactical, lead generation… ideation, production, execution… – integrated…
CONSIDERATIONS FOR EARNED MEDIA
Great websites are more than design. Making it pretty is just one aspect of the process. Design is also about working out the flow of content and the journey visitors take and the overall user experience.
Branding and positioning are defined and good to go, what next?
That’s great. Clarity is essential to creating a compelling web experience, so it’s really important that you brief your web agency so they understand exactly who you are and who your customers are.
This will inform the User Experience, the overall design look and feel and the overall tone of the website and the value that it brings to the visitor.
How can we craft our website around our brand beyond imagery and text?
Your brand, mission, vision and values should influence all of your communications. You can take the essence of these and build them into the overall user experience, the call to action and the depth of content that you provide.
For example, if your brand archetype is a ‘caregiver’ then your website could support this in how the user experience plays out, and the types of call to action you use. Perhaps less ‘call sales now’ more ‘how can we help you?’. You might focus on making site accessibility a core factor to underpin your archetype. All this build brand integrity and helps to anchor your brand values.