4 out of 5 customers would buy from brands that they trust. So the key to getting more business, other than having a good product/service, is to build a brand.
Most businesses understand that. What they don't understand, however, is that brand building isn't limited to social media or product marketing.
The brand building also happens on your website. Your website is a digital storefront and the face of your brand online.
So it is not a matter of whether you should use your website for brand building. It is a matter of how you can leverage web development for brand building.
Below I have mentioned a few ways, brand building can be done with web development:
1. Consistency is the key: A blue-themed website, no matter how fancy it is, won't cut the deal if your social media, product, and other merch is maroon. And it is more than just about colors. Your website's overall look and feel should match that of your brand.
2. Smart storytelling: Your website tells people who you are and what you can do/deliver. Make sure your site tells the story well. While it can hard to control the narrative in media or on social media, your website gives you full control of your story.
3. Streamlined experiences: A slow website = a store where customers have to wait in long lines. Poor website navigation = a store with confusing aisles where finding products is hard. You see, the experiences people have on your side, have lasting impacts on potential customers/clients. So make sure your site loads fast, has good navigation, and ensures a good user experience.
4. Interactive elements: Long gone are the days when static websites worked for businesses. Today, customers have very short attention spans. Interactive elements and animations are important to keep them hooked. But also remember that these bells and whistles shouldn't slow down your site,
Those are just some of the options, your website development company would be able to give you a detailed drill-down of what they can do for your brand-building efforts. So don't forget to include brand building in your preliminary communication with website development partners.