When you create a website, you are not simply making it possible for a person to purchase a product or learn about a service. You aren’t selling a bag of coffee. Rather, you are describing the experience of sipping a warm cup of coffee on a cold morning or the pride in a freshly cut front lawn. You are describing the idea of a future state of happiness. To do this, you need to make an emotional connection and allow visitors to your websites to begin imagining themselves with the products you are telling them about, to imagine how their day might be enhanced. You make this connection by crafting a website with an authentic brand voice and personality.
Problem is, that many website design projects don’t start with the kind of information needed to truly create emotional connections with visitors. In this session, I’ll share a number of tools we’ve employed for discovering brand voice and personality. This way, rather than focusing on conversions on every page, you can build paths that tell stories to enhance a journey of learning about a product, service, or brand. These paths, along with the infusion of brand story and voice into a website, are the basis of customization and what makes it such a useful tool in creating a successful website.