Branded or Blanded? Website Edition.

Here at KickCharge Creative, we talk a lot about brands vs. “blands.” If you’re new ’round these parts, a “bland” is a brand (and we use that term loosely) lacking in originality and cohesiveness whose sole claim to fame is blending in rather than standing out. Guess what? The brand/bland concept applies to websites, too! If your website is generic, or worse yet, looks nothing like your brand (i.e., customers can’t immediately identify it as yours when they visit), it’s way past time that you considered leveling up with a branded website from KickCharge.

If you’re wondering what the difference is between a branded website and a blanded one, we’ve got answers! A branded website is a lead-generating, trust-building, SEO-powered machine that reflects your company’s personality, values and expertise in a powerful way. It seamlessly blends your visual identity and messaging with the user experience and an unbeatable SEO strategy. The blanded variety does none of that, resulting in lost leads, lower rankings and consumer indifference. In an age where Google rankings reign supreme, it’s more important than ever to have a website that works for you, not the other way around.

Who Are You?

If your website struggles to answer that simple question in just a few clicks, customers are more than likely not going to stick around to “figure you out.” Nope, they’ll just head right on over to one of your competitors. Remember, your website can often be customers’ first interaction with your company. As we all know, first impressions are everything, both in life and in digital marketing. What will customers see when they click on your website for the very first time? What impression are you making? If you’re not sure, then your website is probably not getting the results you are hoping for.

One of the most important things a branded website can do is instill trust in your company. Let’s face it, customers are never going to invite a business into their home that they don’t trust. Believe us when we tell you that if your website is outdated, nondescript, confusing or downright visually unappealing, customers won’t trust that you can get the job done right. Is that fair? Maybe not. But the struggle has always been, even before the digital age, outshining the competition and providing customers with a reason to choose you over someone else. Your website is one of the easiest places for you to set yourself apart, provided it’s done right.

The ABCs of SEO & More

So, we’ve talked a lot about how your website looks and what it says about you. Now, it’s time to talk about how it performs. It’s probably no secret in this day and age that if you’re not winning at SEO, you’re losing. Contrary to popular belief, SEO isn’t just about keywords, backlinks and Google rankings. In fact, a branded website can make a huge difference in its performance. Here’s how:

• The stronger your brand, the better the SEO results will be. When you have a strong, memorable brand, customers are more likely to input your company name into Google instead of searching for something like “HVAC near me.” Why does that matter? Google considers branded searches to convey trust in your business, resulting in higher rankings over time. In addition, when your website matches your social profiles and Google Business Profile, Google views your company as more legitimate and credible. Google rankings also look at how long customers spend on your website. Branded websites are more engaging, more easily navigable and they encourage visitors to stick around, lowering bounce rates and boosting your SEO.
• Branded websites convert more leads. It’s not all about looks and glamour! Here are some other ways that branded, optimized sites turn casual visitors into paying customers:
  • • Easily navigable: If your site isn’t user-friendly, users aren’t going to stick around. They might pop in for a sec, but if they can’t find the most basic information such as what you do and where you do it, they will peace out pretty quickly. And why shouldn’t they? Your competitors are more than happy to take their business.
    • Clear calls to action (CTAs): If your website forces customers to hunt and peck to figure out how to contact you or schedule service, you’ve already lost. CTAs should be easy to find and guide customers in their quest for information or service. In other words, CTAs should make it easy for customers to choose you.
    • Mobile-friendly & fast-loading. Let’s be honest, in our hectic, 21st-century world, consumer patience is pretty low. People only have so many hours in a day, and they certainly don’t have the time or energy to waste on underperforming websites. If your website can’t get them to what they need quickly, they will move on, as they should. In addition, more than 60% of home service searches happen on mobile devices. If your site isn’t optimized for mobile users, you are losing leads.
• Your website is 100% yours. While you certainly need and want the help of third-party platforms such as Facebook, Instagram, GBP, Yelp, etc., to drive traffic your way, you don’t own, nor can you control, them. If an algorithm gets tweaked or your account inadvertently gets suspended, your online presence can ultimately disappear overnight. Talk about a nightmare. But that branded website that customers love? That’s yours and yours alone, allowing you to control the narrative and tell your story on your terms.

Master of All Trades

As branding’s one-stop shop for the home service industry, KickCharge specializes in designing, writing and building unique websites aimed at winning the SEO battle, converting more leads and making your brand unforgettable. So, stop throwing money at inefficient marketing efforts that will never manifest the results that a branded website can! Learn more about our KickCharged websites and how we can help you create not only a site, but a journey that will put your business in the winner’s circle.

Call us at 908.835.9000 or contact us online to request a free quote for your very own KickCharged site.