A Website Banner is for most people just something that sits there at the top of the screen, and sits there, and sits there, and sits there! But it is potentially a great deal more than that! It could be the secret key to unlocking success.
Apart from the domain name itself (the choosing of which I will cover in a future blog post), the Website Banner is your first opportunity to make a connection with your customer. In the Food Industry they say ” the first bite you take is with your eyes”. When it comes to engaging with your customers the same rule applies. Your Website Banner is the first “taste” your customer has of your business.
It is crucial that this experience is a positive one and that you maximize its potential. Having a great Website Banner is an often missed opportunity to engage with your customer right from the off. Below I have listed 5 reasons why you need to personalize your Website Banner. If you adopt these, you will be doing something that will give you an edge over your competition, give you a clearer focus on your business and help you engage with your customer in a more rewarding way!
Grab Attention & Stimulate Interest
How do you grab someone’s attention? You don’t have to spend vast amounts of money in designing something exceptionally creative. All you have to do is simply put across a message or connect with your customer in a way that no one else is. Know your customer. Customers are more likely to engage with a company that is relevant to them. Conduct Market Research.
Channel your findings into giving the customer back what they gave you in the form of insights or verbatums. If your research tells you the customer wants to see your latest offers or your newest products as soon as they enter your website – that’s what you give them! Use both images and text in your Website Banner to show your customer what they want to see. This banner from aldi.ie is a great example.
Brand Positioning is best described as the how a customer feels about a brand or the space the brand occupies in the mind of the customer. In other words – the perception a customer has of the brand. Positioning starts with the product or service and extends to include attributes associated with the brand such as quality, price, durability, value for money, how fashionable the brand is now hi-tech the brand is, and so on. The Website Banner allows a company to position its brand by reflecting the brand attributes through visual images, video audio and written word.
If you look at the banner from rolex.com below, you can see the brand attributes of sophistication, style, elegance, luxury, challenge, and adventure all encapsulated in the Website Banner The product itself is the main element of the banner, reinforcing the point that positioning starts with the product!
Brand engagement is all about connecting, communicating, engaging & sharing. Your Website Banner is an ideal location to do all of this. Sometimes we can fall into the trap of using the banner space to “Sell” to the customer. Engagement isn’t about selling.
It’s about tapping into your customers needs, wants, feelings & desires and communicating your product or service to reflect this. Thereby adding value by establishing an emotional connection with the customer and starting them on the road to becoming a loyal customer and brand advocate.
The successful marketing of services such as Insurance & Assurance require brand engagement. The customer needs to feel safe & secure with their service supplier. What better way to capture this feeling than using terms such as “loved ones” and “security” alongside an image of a young smiling child in the arms of her mother on a beautiful warm sunny day?
There is an old saying: “A picture speaks a thousand words”. Using an image in your Website Banner is a fantastic way of communicating your message simply. It is also a great way of setting context for the information that is contained on the page. A great visual Website Banner connects the customer quickly and easily to the other information contained on the page and helps to communicate your message efficiently.
The design style and visual appearance of the Website Banner is equally as important as the choice of image. calm.com chose a design style that reflected peace, tranquility and relaxation through their choice of color, simplicity and choice of font. Their Website Banner takes up the entire screen and straight away sets context through images and sounds that support the design style.
One thing that all of the world’s great products, brands or services have in common is consistency. Weather you are looking at an extreme high end brand such as Mercedes Benz or a brand such as Dacia at the opposite end of the spectrum, they are both visually consistent.
Through their use of a defined set of colors, fonts, images, logo, and design themes & cues, their brand and their products can be easily identified and recognized no matter where you are in the world. Consistency is an important element of building a loyal customer. It helps create instant recognition and encourages the customer to make an emotional connection with the brand.
You could say it helps the customer to feel “at home” with the brand. It is important to keep this in mind when designing your Website Banner. It needs to be consistent with all of your other brand communication. This includes your other Social Media platforms such as Facebook, Twitter, Pinterest,YouTube and Instagram and all of the other occasions when your brand touches with your customer. Product design & packaging, labeling, brochure design, signage, business cards, uniforms, vehicles, stationery, promotional material – the list is endless!
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