Just like people, every business has a unique personality. Your business has a specific personality. It exudes a vibe, a feeling, a sensibility that says a lot about who your business is. Walmart is all about value while Target is about style. BMW is about the driving experience while Kia is inexpensive. That personality comes out in interactions with customers, in your marketing, in your product itself—and it helps customers connect with your business.
Which means your business website is a personality delivery vehicle. It’s a chance to put your personality on display. It’s a chance for potential customers to get a feel for your business and see if they like what they see.
- Maybe you’re an accountant with a laid back, relaxed personality. You put people at ease. That’s clearly an asset, but only if potential customers realize it. Your website is a place to show it, highlighting your location next to a peaceful park and probably not a countdown calendar to April 15. Maybe instead of a contact form you have an invitation to drop by the office—whenever, no appointment necessary.
- Maybe you’re a local mechanic with a long history in the community and a trustworthy personality. You’re clearly differentiated from the chain shops, but you desperately need to connect with busy people accustomed to drive through oil changes. Your website can tell your story, focusing on your deep local roots, your involvement in the community and the scores of longtime customers who trust their car with only you. You could build trust by sharing car care tips on a blog and diagnosing car trouble online with a free in-shop follow-up estimate.
- Maybe you’re a real estate agent with an all-business, no chit-chat, efficiency-is-everything personality. That will appeal to certain people (and turn off others). It can come out in your website with an attention to detail, highlights touting your recent sales and length of time on the market, and even an application to get started that weeds out the merely curious from the truly committed.
Every business has a personality, the only question is whether or not yours is working for you. And a personality can’t work for you if it’s not coming through in a black and white print ad or a simple postcard. A website gives you the space, the freedom, the interaction and the technology to let your personality shine. Let a website introduce you to potential customers.