Online Branding & UVP: Essential for Conversion Optimization

An example of a clean layout with easy-to-scan UVPs

Your brand is the soul of your company. When you can clearly state your company’s benefits and back up your brand’s key conversion points, you will close more deals. Online branding requires many headlines and scraplines (mini statements that summarize your UVP, unique value propositions) because users scan and skim a webpage very quickly and your key points need to stand out clearly. Keep a notebook of all your ideas, since you may find that each page could have its own mini scrapline defining not only a keyphrase, but also the page’s reason for being. The more concise your mini statements are, the more quickly customers will “get” what you do and your unique value proposition.

Use a highly trained interactive designer to help you build a clean-looking site that is easy to use. Work with your designer to:

Make sure you base the look and feel of the site around your logo and traditional print campaign colors, and use general formatting that is consistent across all mediums.
Avoid using too many different fonts and font styles.
Avoid using too many colors or colors that are not part of a defined palette.
Make sure the design has set places for calls to action or the things you want people to click, see, or do (typically located middle-right)
Make sure your navigation (Home, About, Services, etc.) breaks out the content into logical keyword groupings, and that you have a way, as the site expands, to add pages that won’t make the site harder to use.

If you don’t have a place for clear calls to action and initially build your website in a way that will make it easy to add lots of content later, you will likely have to redesign the site later for better search marketing and conversions, as well as a better user experience.