Insights and Resources

The best website is a non-branded website.

The best website is a non-branded website.

By Fred Thompson

A great way to improve your website is to take all the branding off it.

Take the logo off, take slogans off, take the photos off, take the colours off, in fact just leave the words on blank white pages. I know it’s a bit much to ask, however imagine if you actually did. What do you think it would look like? (boring I know) but would it still reflect your business? Would you still recognize yourself?

Now imagine if you did the same to your competitors and lined them all up. Would yours stand out? Would yours be the preferred site from a prospects point of view? Or are you just saying the same thing with different pictures? More than likely that is the case based on my research in the professional services space. Here are some daunting statistics in a recent research article of mine.

So in this digital age where your prospects are digitally empowered, relying on creative subjectivity or ‘done to death’ brand messages doesn’t cut the mustard anymore. Your visuals are secondary, important but secondary. What you say and who you say it to should be your number one priority and a well-positioned online presence that’s designed to educate and nurture will be the one that leads to conversions. Yes it still needs to look good but almost anyone can do that.

Take the non-branded website test today and see how yours stacks up.

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