Personal vs. Professional: which is more appropriate for your web content?
December 11, 2011
Your web content should reflect your personality if you have any interaction with your clients. It should reflect your brand and what your company is like. Your home page should be your first handshake with a new client. What do you normally say during that moment? Are you funny? Are you formal? Are you casual? Whatever you are, it works for you or you wouldn’t be having that first handshake. Something you said or did before you met the client, made them want to meet you or meet you again.
One of the biggest problems I, and customers have, with a lot of site content is that the tone of it misrepresents the company. This does not necessarily apply to a company that is completely online, unless you have to deal with its customer reps. But even if you do, everything is integrated. The personality of your company, your brand, your employees, and your marketing. Everything you do defines your brand and your company. So therefore, your personality and brand define the tone of your web content.
If you enter a business meeting in a suit and tie, very serious, and you’re mr. or ms. so-and-so or if your client-base is like that, than the content of your site should reflect that. If you walk up to a new client and say my name is brenda, and act and dress in a very casual manner, than that is what your content should convey – but always in a professional manner. Your web content is the first impression that many clients are going to face. You have to make sure that what you convey on the web is what you convey in person, on the first meeting, or you are probably going to lose the sale no matter what you say or do. Clients have an expectation from what you’ve already said on your site, and if it doesn’t match what you show up as, you haven’t delivered.
So if your company, or manner is formal – make sure your web content matches your manner. If you’re fun and playful, if your casual and loving it – make sure your content matches what you’re going to deliver when someone contacts your company. Your manner is, or should be, one of the biggest parts of your brand.
Your personality shines throughout your business. Make sure your web content, and employees, follow suit.