When you think of companies like Chevron, Trader Joe’s, and Nike, you might envision their logos. Perhaps their brand colors. Maybe their websites, complete with thousands of click-options and products peppered across the screen. Whatever you’re picturing, it probably isn’t a person’s face.
Now think of your esthetician, your life coach, the Realtor who helped you purchase your home. Chances are, you pictured their faces.
The Kevin Wakelin Team in their office
When you’re the face of your own brand, your website needs are far different — and far more personal and fun — than those of a faceless corporation. Your personality can come through; you don’t have to put changes through a committee of a dozen people; you can curate how the professional side of you is presented.
We’ve created many websites for entrepreneurs and self-employed go-getters, and there are a few guidelines we’ve learned that can help you put your best foot forward. These are just guidelines, though, and the beauty of being your own boss is that you can call the shots. But with a few steps in the right direction, your web presence can look polished and inviting to your future clients.
Know what the competition is doing
You’ve probably already done so, but taking a tour around the internet looking at the websites of those in the same or similar fields can give you ideas. How are others phrasing their business offerings? What seem to be the trends in both layout and text? What are other sites staying away from?
To dig deeper, WebSight Design can conduct an audit on your competitors, and find out what keywords people are searching for, who ranks highest for those keywords, and what marketing avenues might be best for you. Knowing your competitive space allows you to make more informed decisions.
Artist Jennifer Fearon in her studio
Start with what you like
Let’s say the competition is into minimalism and lots of white space. If that isn’t your personality, you don’t have to go that route. Authenticity is always the ace in the hole. Build your visual base with what speaks to you, and tailor the details to speak to market trends. Perhaps you could choose a bold color scheme, but keep the calls-to-action (things like “Schedule an Appointment” buttons or quick contact forms) clean and simple for maximum ease-of-use. An approach like this can help set you apart from the competition, while also cueing your clients that you’re up-to-date.
What looks good on you?
It’s almost guaranteed that if you’re a sole proprietor, there will be at least one photo of you on your website. Like a great sweater or your favorite jacket, the colors of your site should complement the person in that photo. You don’t want to choose a background or surrounding scheme that clashes with your natural good looks. Accent your photo properly, and web users will subconsciously take in that cue, remembering that you came across looking great on your website. It may seem shallow, since you’re being hired for your skills and not your looks, but visuals matter, and people remember when things look good, even if they don’t understand why.
Mark McLaughlin of McLaughlin Ventures
Invest in a photo session
Stock photos have never been better or cheaper; however, when it comes to communicating your unique brand, having current photos of you — and preferably you at work — are extremely valuable. They can show the level of professionalism or casualness your business requires. They give prospective clients a glimpse of what it’s like to work with you. They show that you’re actively engaged in your line of work, and they provide a web user with eye contact. Nothing invites communication (filling out a form or joining an email list) like eye contact.
Expect to spend some money, but it doesn’t have to break the bank. Some companies, like larger real estate brokerages, have photographers in the wings they can connect their Realtors with, often at a discount. Organizations like YouthBeat help train young people in photography and videography, and may be less expensive than an established media firm. Ask around and you’ll find some great resources.
Feng Shui practitioner Mary Hohlman
Hire an experienced website pro
A hairstylist can list all the reasons someone shouldn’t cut their own bangs. A Realtor could tell you the pitfalls of trying to sell your own house. And a heart surgeon — you get the point. I’m sure it’s the same in your own business: hiring you, the experienced professional, will result in a better product, delivered on time, and on budget. It’s the same with your website. WebSight Design has two and a half decades of experience building websites for solo entrepreneurs as well as larger entities. We know the difference, and we can help guide you to your best online presence.
