Love it or hate it, your website is an integral part of your business. Gone are the days when you can have your website developed and then forget about it for a few years. Most websites need regular tweaks, changes, updates and ‘revamps’ to stay current.
This is the first in a series of blogs about how to make your website much more customer focused. In this post we are looking specifically at your logo. A few good questions to ask yourself when thinking about your logo, include:
- How big is your logo and how much space does it occupy on the screen?
- How big is it on a smaller device (smart phone or tablet)?
- Where is it positioned on the page?
The very first company website I developed in the late 1990’s was designed in flash because it was ‘cool’. The homepage comprised solely of my logo, filling the whole screen and spinning around. In order to get to the next page you had to click into the logo. Whilst many people commented on my logo and actually wanted something similar for their businesses, it did nothing for customer engagement and it definitely did not help me to sell more online.
Nowadays, if you look at some of the major e-commerce websites, you will notice that their logos are usually on the small side. They are normally in the left hand corner of the screen. They are discreet and do not detract from the rest of the webpage. Companies that are doing well have realised that your website doesn’t exist for you to show your logo off, or to tell the world “Look! I’m amazing!”. It exists to engage visitors. It may sound like an obvious point but generally people are interested in what your website can do for them. How does it answer a customer problem?
Your website needs to be completely customer centric. If the logo is too large, it becomes distracting and stops the customer focusing on your core message.
Two companies that do this really well are:
Here we look at technology giant Apple, who, whether you like them or not, often lead the pack with all things online related. Flic is a smaller company, but one that is doing really well. I am including a slightly less well known business to demonstrate how these principles of customer focused engagement can really be applied to any company, big or small.
Apple have taken the small logo concept to a whole new level. They just use their icon. This is acceptable when you have a brand that is as well known as Apple. Most business can’t get away with this. When we were redeveloping the Jersey Beauty website we did toy with the idea of just using our icon, rather than the complete logo. Ultimately we decided against that as we, unfortunately cannot yet claim to be as well known as Apple, therefore what might look fresh and modern, could actually be confusing for customers. Although we may not be as well-known as Apple, our website design follows the same customer centric principles: the logo is small, it located in the top left hand corner where people expect to find it and when clicked you return to the homepage, which is also what visitors expect. Don’t make things hard for your customers, make it about them and make it super simple. Clever, all-singing, all-dancing logos, do not add anything for your customer.
"I very much doubt you have ever purchased anything online because the company had a great logo!" - Matt Edmundson
This is a great little company that I have recently discovered. They design and manufacture Bluetooth buttons that you can use to control things through your smart phone. I have one on my fridge, which can control my sound system. They can also control your lights, find your phone, unlock doors and make calls, among other things. They have a great website and a great product. They follow the same principles as e-commerce giants like Apple or Amazon. Their logo is small and it is in the top left. You can clearly see it but it doesn’t attract much attention. Their headline is the core message.
Many businesses feel that their logo should be front and centre. They have often spent a long time deciding on the design and colour etc. This thinking that it should therefore have a prominent place is often based around ideas about brand awareness. Although brand awareness is important, it should never be at the expense of the customer.
Websites have changed dramatically over the last few years. Those that are really successful, increasing sales and profitability, are those that make the customer the hero. The customer can’t be the hero if your homepage comprises of a large logo and lots of information about who you are and how your business is really fantastic. A customer focused website will always be much more engaging and can dramatically improve growth and sales.
In my next blog, I will be looking at the power of your main website headline and why it needs to grab your visitor’s attention in seconds.