It’s amazing to me that a business of any size would not have a web presence that exemplifies their brand image. If you’re looking to grow your business from networking, your web site and your business card are all that remains after an initial introduction. What do they say about you? I can’t recall if this introduction was made at a golf event or a different networking event, but the same logic applies in either case.
Below is the business card given to me and a screenshot of the corresponding web site. I’m sure most of you do not have such a disconnect in graphic design, at least I hope not, but I’ll address marketing issues below.
Some graphic designer probably fell in love with the background image on this business card, but it’s worthless if the user has a hard time reading the print or interferes with today’s apps for scanning business cards into contact management systems. Or maybe the problem is it was too hard to incorporate into the wcb site design. Advice: if this design is kept, ghost the background more so it interferes less with the important contact data. Always consider your most important marketing methods and design to optimize for all media.
The web site doesn’t have the same brand identity or company logo.
What’s wrong with this company branding?
- I could be wrong, but it appears to be the web site of a single freelance developer. That’s the problem, it doesn’t really say. It doesn’t say who leads the company, where it’s located, or the company name of a single project completed to make someone want to use this company.
- “Our background includes a Bachelor of Science degree in Electrical Engineering from the Massachusetts Institute of Technology (MIT) and Master of Science degree in Computer Engineering from Florida Atlantic University.” Ok, so it that one person or two different people? Why all the secrecy? Are you moonlighting on the side while holding down a full time job? It’s the internet, and buying is as much about relationships as it is about the services offered.
- The news page has nothing. Even the day the web site was created there should have been at least one bit of news to share. I get it. Make your web site in word press and at least post links to relevant news once a week.
- The web developer link at the bottom links to a non-existent web site. By using WordPress, you can be in total control of your content, including the removal of links. If someone does a great job on your web site, give them credit and create the link. For a cheap web site, no way.
- Advice: Be honest. If you have a team of freelancers or other special situation, then identify the company as such. “MIT graduate leads an elite team of contract engineers specially selected for each custom development project. Although gainfully employed with a leading technology company, I crave more challenges and have the capacity to deliver your project in a timely manner. I’m the secret weapon that other companies engage, so I can’t disclose the names of any end-user recipients on my web site, but if you contact me, I’ll amaze you with project experience that you can readily verify should you choose to engage my services.”
A small business with a limited budget must spend dollars wisely. If your average sale is $5000, or $10,000 or more, what is that worth to you? If you’re not ready to project an image that matches the audience you seek, skip the web site and use your name and linkedin as your personal brand image until you’re ready for the next level.