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Top rankings aren't just about leads and sales. It's about the long-lasting appearance of our brand for relevant keyword phrases on major search engines. We continue to enjoy the the broad coverage we year after year. read more

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Designing our updated website was a very professional and organized experience because of LA Dezign's ectensive "Site Reviews Process". They made it so much easier to make those difficult design decisions. read more
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Top rankings aren't just about leads and sales. It's about the long-lasting appearance of our brand for relevant keyword phrases on major search engines. We continue to enjoy the the broad coverage we year after year. read more

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Top rankings aren't just about leads and sales. It's about the long-lasting appearance of our brand for relevant keyword phrases on major search engines. We continue to enjoy the the broad coverage we year after year. read more

Designing our updated website was a very professional and organized experience because of LA Dezign's ectensive "Site Reviews Process". They made it so much easier to make those difficult design decisions. read more
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Traffic Tuesdays

Published by: Judy Cobb 11-06-2012 | POSTED IN: Traffic Tuesdays

Words Blog 4: Building Your Website Image (Part 1)

Every business owner not only decides which products or services to sell but also identifies the target market for those products or services: the group of people expected to buy the product or service. Each decision you have made about the physical elements of your business--location, floor space, office areas, displays and furniture--have all been made to appeal to your target market. Likewise, your advertising and marketing decisions have reflected the viewing, reading, social media and communication habits of the target market your business aims at.

Your website must also appeal to the interests, tastes and priorities of your selected customers. A website that aims to sell to busy young professionals, for example, will have a very different look and feel than a website aimed at affluent middle-aged business people. Every single element of your website builds an image that either draws the right customers to your site or sends them away to a competitor.

Color creates the most immediate impression and sets the tone of a website. Simple as it seems, the colors of the background and text communicate a powerful message as soon as a person lands on your website, before they read a single word. Warm colors like bright red, yellow or orange create a sense of excitement, while neutral colors like black, white or gray create an impression of power and objectivity. Here are some examples images created by common colors.

Yellow creates an optimistic, youthful image and grabs immediate attention.
Black communicates power and is often used to market luxury products.
Blue encourages trust and security. You will often see blue used for banks and businesses.
Green is the easiest color for the eye to process and is associated with wealth.
Red is a high-energy color that can increase the heart rate.

It is not just the color itself that builds the image, but where the color appears on the website and how it is used.

Here are two examples of color use on websites that sell insurance services to businesses.

The Oakwood website makes extensive use of gray tones, which immediately call up an image of a solid, reliable business.

The Gallagher website uses extensive white space and very little background color. The use of white builds a crisp image. White backgrounds are most familiar, so their use on a website presents an image that most people are comfortable with.

All the elements of your website work together to build an image that engages the people you want for customers. This is the first blog in a series of blogs about how to build your website image. Future blogs will discuss how to use text, visual images, words and other elements to build a compelling website that supports your image and marketing plans. Look out for the second part of "Building Your Website Image" next week!

We want to assure that every blog post in this series provides you with tangible suggestions and ideas for building or improving your website. Please share your ideas, comments, questions and suggestions with us through the comments down below or email Judy directly at [email protected].

Judy Cobb is an independent writer and business writing coach whose clients have included Parsons Engineering, Mattel Toys, The Los Angeles Times and the Jet Propulsion Laboratory. She has specialized in developing training materials for instructor-led courses as well as interactive online courses and websites. She holds advanced degrees from Columbia University and Stanford as well as an MBA from UCLA's Anderson Graduate School of Management.

Thanks for reading. Jason.
P.S. Don't forget to subscribe below to this blog.

About Jason Ciment
Formerly an attorney and CPA, Jason has been working online since 1997. His columns on affiliate marketing can still be found on www.Clickz.com and his book on search engine optimization can be found at www.seotimetable.com.

This blog is published 4x per week and covers website design and SEO tips as well as a wide range of tips and advice for working and living online more efficiently and enjoyably.

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