For many online retailers, the concept of “brand” is inherently tied up in the identity of one founder or leader. Many of the top companies that use Magento rely on a personal brand: businesses like Rebecca Minkoff, Mikimoto, and Paul Smith.
Building a personal brand is predicated on your ability to project your best qualities into the world. Your business success will come as a result of personal magnetism, innovation, and presentation.
Your website is undoubtedly the most powerful representation of your personal brand. A well produced, persuasive website can help turn your brand into a worldwide phenomenon. A boring, confusing site will stand in the way of your growth and success.
What Can You Offer?
When planning your personal website, its important to determine what you have to offer to future visitors. If you’re not interested in writing or have a hard time coming up with new and intriguing content for your audience, a blog is probably the wrong choice for your site. Likewise, if your product or service won’t benefit from lots of pictures and social engagement, you should probably choose not to include an Instagram feed.
As you build your website, you’ll see that there are many tools that can be added to represent who you are and what your business promotes. Choose two or three special features to add to the essential aspects of your site. Once the site is designed, show it to a few trusted confidants and ask them if there’s anything that they find unnecessary. You’ll be much better off if you end up with a site that leaves visitors wanting more rather than one that overwhelms them.
There are a few things that absolutely must be a part of any successful personal website:
The most common website faux pas that I see is when vital information is obscured or difficult to find. Visible contact information will allow potential business partners, customers, or members of the press to get in touch with you and help to grow your company.
On my personal website, www.bradkrussell.com.au, the contact information is clearly displayed at the top of the page alongside icons linked to my various social media accounts. I never want to miss an opportunity to hear from someone who can help my business grow.
A Compelling Resume and Biography
If your company is built around your personal brand, you likely have a background that will fascinate your customers and clients. I love the website of Gary Sheng, an engineer and app developer from Chicago. He lays out his resume in a visually striking format and presents his story with playful writing.
Powerful writing is an essential element of any personal website. If you can’t put your best foot forward with your own writing, consider investing in editorial help. At the very least, share your website copy with several people that you trust so that they can help to refine the writing. A poorly written biography or resume can cause visitors to lose confidence in your brand.
“Join My Success Story”
A personal website has to inspire visitors to want to be a part of your team. Your site should convey images of attractiveness and success. At a very basic level, people want to feel as if they are a part of something bigger than themselves. And while you may not recognize it now, your brand offers others the opportunity to be a part of your story.
Make sure that your website has a very clear call to action. Visitors should be inspired to purchase your products, use your service, or join your business, simply as a result of your powerful presentation.
One other important part of building your personal website has to do with how it performs in Google search results. While it may seem trivial, search engine optimization has a huge impact on pageviews and overall sales between competing companies. For some more detailed information on this topic, check out this post that highlights how subtle changes in Google search results can impact your business.
Try to imagine what people might be searching for when they end up on your site. If you’re a fashion designer, you want your website to rank highly for keywords like “fashion,” “style,” “fashion design,” and other similar terms. Of course, it’s essential that your site rank first when people search your name. (I offer my condolences in advance to the “Tom Smiths” of the world.) If you run a hardware store in Kansas City, you’ll want to include location-specific keywords to help your site rank ahead of competing businesses.
You can vastly improve your website’s performance in some of these search results by strategically using these keywords in body copy, headers, blog posts, and tags. While it’s impossible to learn everything there is to know about SEO in one post, I recommend taking the time to find out more about this important tool. Hard work in this area will pay off!
Brad K. Russell is an entrepreneur and marketing expert based in Perth, Australia. He is the Founder and Owner of SkinStyle, the #1 distributor of Jeunesse products in Australia. Find more information about Brad at his personal website, www.bradkrussell.com.au, or about SkinStyle at www.skinstyle.com.au.