Bill Slawski recently asked the question what kind of personality does your website have?
A few of the questions Bill asks:
- If you take a close look at a website, can you describe its personality?
- Is it cold or warm and welcoming?
- Is it written for a male audience or a female audience or a general audience?
- Does it speak to a younger crowd, or an older group?
- Does it ask for something of value without providing anything in return?
- Is it more like a peer talking to you directly, or like a parent lecturing you?
There are more questions in the post, which I’ll let you read for yourself.
Some might say a website is a thing and doesn’t really have a personality. I’d disagree if they did. I was very conscious when I rewrote the copy as part of the redesign of this site, to have it convey my personality. I doubt I did that perfectly, but I did try to inject more of myself into the site, since several of my clients commented to me that my personality is one of the reasons they hired me and stick with me.
I don’t think it’s a coincidence that I’ve gained more leads and closed on more projects since I did.
By giving your site a personality you can communicate a lot more than just what the words say. You can also communicate those things more effectively. If you tell me you’re funny it will carry less weight than if you make me laugh. If you say you’re friendly it won’t mean as much as if you were to welcome me warmly.
Giving your site personality calls forth the advice “show, don’t tell” and if you can show your visitors your personality and the personality of your business you’ll be able to communicate thoughts, ideas, and emotions, that words along can’t.
Personality and Brand
‘Show, don’t tell” comes into play with your business’ brand as well. A company that tells you it’s environmentally conscious while it dumps waste in the river behind its factory damages their brand and the message they want to convey.
The company that silently uses recycled materials in all it’s products and reduces waste along its entire supply line promotes their brand as environmentally friendly.
Each of the above companies has a personality that shows in its actions, not in its words. Show, don’t tell.
Your website is the same. The words you use are important, no question, but it’s the actions on your site that get across your personality and further a consistent brand.
- Does your site work the way it’s supposed to? Has it been developed well? If not, is there any reason your visitors should think your products and services will deliver what you claim?
- Is your site trustworthy? Is your copy an accurate representation of you and your business? If not, is there any reason to think your customers should trust you?
- Is your site easy to navigate? Is it obvious where to go next and simple to find things? If not, is there any reason for your clients to think you’ll be easy to reach when they have a question?
Don’t just tell people about your company, your services, and your products. Show them, by giving your site a personality that reflects who you are and represents your brand. Let that personalty show through in the actions you take in designing and developing your site. Choose appropriate colors and create copy that conveys emotions that further your message.
Does your website have a personality? What is it? Does it reinforce your brand? What personality do you think this site puts forth? Does the site seem consistent with my brand?
Download a free sample from my book, Design Fundamentals.