Your Best Brand Tool? Your Own Website!
In the evolving digital landscape, one thing remains true: the only asset you really own is your own website. As we watch social media algorithms fluctuate, or networks go dark all together (ahem, TikTok), or third-party outlets remove old content or delay publishing something you submit, it is a stark reminder that your own website deserves dedicated TLC, either by you or a person you trust to manage your online brand.
Yes, online reviews matter. But guess what — a majority of people who read those reviews will also check out your website. So, what should visitors see when they get to your page? How often should you be making changes to it? There are several ways you can ensure your company’s website is representing your brand story and delivering on the image you are looking to build, and ultimately, maintain.
Keep your site fresh.
Too often, companies take a ‘set it and forget it’ approach to their websites, when it should be something that is touched on several times a month, if not weekly. This is because a stale website will start to fall flat in search and terms of relevant content. Your industry is changing and your website is a change to provide insights and solutions to those changes. For architects and builders, you should have a dedicated news section where you tell what you are up to — bids you’ve entered, awards you’ve won, panels you have spoken on, your general thoughts on hot topics in the industry that are relevant to you. Don’t wait for the press to tell your story, start building your company’s talk track and your expert take on your own website.
Share customer sentiment.
While testimonials and comments aren’t a new digital tactic, many professionals across construction, architecture, furniture and interior design leave this unique and sales-influencing content off their site. Even the most minimal and clean websites can, and should, integrate customer commentary into their site. Seeking out comments are also a great way to maintain customer rapport and stay top of mind for future projects or referrals.
Check your back-end.
What squats are for healthy humans, SEO reviews are for healthy websites. Make sure your page data is a healthy mix of branded keywords, relevant search terms, and geography where you serve. Look beyond your home page, dig into your about pages, your project pages (each project with its own robust content and SEO!), and even your contact page. Each blog post. Each article. Each image. You get the idea.
TLDR; your website is the only digital channel you can truly own. It’s time to make the most of it.
If you’re looking for help writing website content, building your brand story, managing your site’s SEO - we are here to help! Drop us a message.
