A company’s digital presence may start with good design and functionality, but it should also reflect the values and identity behind the business. When your brand message isn’t clear on your website — which may be one of the most important interactions customers have with your brand — visitors may quickly disengage or turn to competitors with stronger positioning.
The best way to avoid this outcome is by intentionally and consistently weaving your values and messaging throughout each page. To help, the members of Rolling Stone Culture Council share strategies for ensuring your brand identity shines through every corner of your company’s website.
Use Well-Placed, Bold Single Words
Providing clarity of your brand’s values through a website is tough, but some well-placed and bold singular words are a great way to get them to stand out and signify their importance. One of the best examples I ever saw was SodaStream’s website, which displayed an employee video on its Careers page and was centered on the company’s culture via its brand values. It was both genius and memorable. – Jim Knight, Knight Speaker
Create a Welcome Video From the Founder
We’ve found that a welcome video from the founder can instantly humanize your brand and create a personal connection. Speak directly to your audience with warmth, share your “why” and let your passion visibly shine. It’s often the moment that turns a first-time visitor into a loyal customer. – Karina Michel Feld, Tallulah Films
Embody Ethos Through Imagery, Tone and Storytelling
One highly effective way is to design the homepage so your values are felt before they are read. At our company, we lead with an immersive, poetic opening — a visual and emotional scene that mirrors our mission of preserving invisible beauty. Use imagery, tone and storytelling that embody your ethos from the first scroll, so visitors instantly know not just what you do, but what you stand for. – Sudhir Gupta, The Facticerie
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Build a User Experience That Echoes Your Values
A website is your first handshake. If you want people to feel your values, you can’t just say them; you have to show them. The way it looks, the way it moves, the way it speaks should all echo the same message. If your brand is about trust, every click should feel easy and reliable. If it’s about creativity, the design should spark curiosity. People feel the difference instantly. – Nathanael Bondu, Woodalls
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Use Repetition and Continuity of Messaging
An effective way to ensure your brand values and message are visible on your website is repetition. Communicate your values and message on multiple pages or places on your website. Also, ensure that there is continuity between what you say and what you show. If you say you value diversity, be sure the pictures on your website illustrate diversity. – Jennifer Farmer, Spotlight PR LLC
Identify Your Personal Five-Word Headline
Most people will only remember a few things about your brand, perhaps four or five words. So don’t be subtle. Make sure you know what your five-word headline is and that your website conveys that headline clearly and unmistakably. Visitors should be clear on your value proposition within a few seconds of loading your website. – Jed Brewer, Good Loud Media
Craft a Clear Mission Statement
Lead with clarity, not cleverness. Tell visitors: We do X for Y so they can Z. If someone can’t repeat what you do after 10 seconds on your site, you’ve lost them. – Jessica Billingsley, Sona Capital
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Highlight Your Identity and Offering on the Landing Page
First, make sure visitors are coming to your page for the right reasons. Connect with the right audience by making your link easy to find across social media and online networks. Then focus on your landing page: Does it clearly show who you are, your mission and your life’s work? The first page they see should instantly showcase your identity and what you offer. – Andy Hale, Hale & Monico
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Serve Your Audience Through Relevant, Compelling Content
I learned direct response marketing techniques in my 20s. First, have a great freebie for people to get on your mailing list — because the revenue is “in the list.” Then, be sure you have great content — podcasts, articles, even an archive so people can come back to your site often. If you want your brand values and message to shine, serve the target audience’s needs and desires. – Baeth Davis, YourPurpose.com
Highlight What You Do and Why It Matters