I think it is time to bring personality back to the Web.
Isn’t it a paradox that we’re literally falling over ourselves celebrating one another’s uniqueness in this amazing world while at the same time most coaching, consulting, and therapist websites look about as individual as a set of Pokémon cards?
From the header down, hero image, short main heading, longer subheading. Uniform blocks of text and image content alternate in eye-pleasing patterns. Perfectly aligned shapes across three, six, or 12 column grids. Blah.
I blame website builders. Divi in particular!
Now, before you get out the pitchfork to chase after me for criticising the amazing accessibility of web design tools to the wide public, hear me out.
I didn’t get up this morning to argue the case for web design.
Of course, there is a part of me that thinks not needing a professional to create a kickass website is a bit like expecting a Michelin star for the dinner you cooked straight from a recipe book, but that’s not my point.
And while we’re at it, there’s no hard evidence that highly original websites perform better in terms of known key performance indicators, either.
But how are you going to make anyone answer the question: Why you? When everything is structured in a predictable way, nothing – and nobody – really stands out.
Do you remember the days when we said “we” all over our websites because we discovered how easy it was to make ourselves that look that bit bigger and more, cough, professional?
Today, when everything around us is exaggerated, filtered, photoshopped and deceptive, a little authenticity is just about all our human website visitors can actually emotionally connect to.
So why spoil such a unique opportunity with meaningless stock photographs, weak, utterly replaceable words and a visual presence that could be anyone’s just as much as yours?
You and I live in what experts – rightly – call the social era and online marketing (we are in business, after all) looks just like any other relationship that we experience.
We stumble across someone, are maybe even introduced, and after a little romance, we start to evaluate whether we actually could make this work. Long before a conversion (sale) takes place we have to determine whether or not we’re even ready to commit.
Let’s remember at that point that love is not rational, but a priceless combination of matching logical and emotional needs. And a little magic.
Do you see the tremendous opportunity to step away from the generic speed dating pool of seen-one-seen-them-all websites and up onto a gigantic stage that features you(r business), presented by you?
It’s not about being who you think you should be – it’s much too hard to maintain false appearances – it’s about being what your happiest clients value the most about you and your work.
To bring personality back to your website, start with you – and ask the right questions.
Better still, ask those who you serve.
What do they value most about working with you?
The answers might surprise you because people don’t always think what we think that they think, so to speak.
I never thought my sense of humour or my undying optimism and can-do attitude were attributes valued highly in the world of website creation.
I was wrong – and very happy about it, too. It’s my jam.
It’s not the only thing that I am good at but it is one thing that is authentic to me and that differentiates me visibly from others in my field.
What’s yours? What’s your jam?
I’d love to know, and I would truly love to start a conversation with you about how your personality is showing up with the website you currently have. No pitch, pinky-promise. Just conversation.
Just email, message or text me here.
Picture credit: Ryan McGuire