I heard an interesting quote just recently, linked to my Human Design learnings, but I thought it could work equally well in the context of business:
People don’t fall in love with you, they fall in love with how you make them feel
Now I’m not completely sure that there isn’t something else at play in the love stakes! But I thought it was a rather beautiful and simple concept, and it helps to explain how it is with your brand.
The most important question to ask when creating a website is 'how do you want people to feel'?
People are going to fall in love with how you make them feel...and they want to feel good about themselves and about the future.
If we want to move people to take action on our website - to fill out a contact form, request a freebie, make a purchase, book a connection call - then we have to make them feel something.
Action isn't just going to happen, visitors need to feel compelled to take action.
So the question of ‘how do you want people to feel?’ should be at the forefront of your mind when you’re creating your website. This is your brand energy, it’s how you affect others.
It can be overwhelming when you’re creating a website. There are so many elements to piece together - messaging, layout, navigation, styling, SEO, call to action, photography just for starters - but coming home to the feeling you want to evoke is a great practice to ensure you end up with a website that’s an accurate reflection of your true essence.
What is the feeling that you want to create in others?
Calm? Grounded? Nurtured? Confident? Inspired? Reassured? Excited? Vibrant?
Trust? Joy? Serenity? Enchantment? Freedom?
Something else entirely?
Can you put your finger on what it is that you want to evoke? I'm focusing on the positives here, because fear and shame are NOT my bag.
How masculine vs feminine is this energy for you?
How modern vs traditional does this energy feel?
This single question is going to inform:
What colours you select and how you use them
The fonts you choose
Your tone of voice
The words you choose
How much text you use and where
The structure of your site and navigation
The layout of your pages
What kind of call to action you use
The style photography you opt for
How you weave your photography through your site
How you animate text and elements on your pages
What kind of a lead magnet (if any) you create
What kind of a space are you going to create for your visitors and how can you help them to feel something?
I hope this has been a useful introduction - I'm going to be exploring more about the energetics of branding over coming posts so stay tuned or sign up for my mailing list if you'd like practical help in this area.
If you need any support in this area please feel free to check out my Wix website services - I help health, wellness and creative businesses make a bigger ripple effect in the world.
About Lucy:
I'm a brand designer, photographer and Wix website designer based in the UK. I help wellness & creative businesses build their brand and online presence through photography and web, brand & human design, so that they can turn their passions into the business they dream of.
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