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Marketing Mistake #12 - Fuzzy Branding

Toby Evans

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Fuzzy branding can apply to multiple aspects of your online business. It can be as obvious as a bad domain name or it can even be how poorly you've designed the site. It's any fault in your site that is an Internet faux pas that makes it difficult for your visitors to associate your name with the brand of product or service you're offering. Instead, they're left scratching their heads trying to figure out what your site is all about. Domain Names Are Very Important

After you have your niche in mind, it's time to start getting the elements of your website together. You will have to register a domain name and start to think about the organization and branding of your site. If you are selling fishhooks online, you want to try to include that in your domain name somehow.

A good domain name is short, descriptive, and tells the customer in a few words what your business is all about. Obviously, many domain names have already been bought, leaving you less choice on what to name your site. If you must pay someone else for a name, be sure it is a very well branded name that is going to stick with your business for a while. Is Your Home Page Clear And Concise?

Most people will log into your top-level domain first, meaning the home page. If this is cluttered with bright fonts, a disorganized menu, a bizarre or confusing design, and copy that doesn't equate to your business, you are going to have a number of people leaving as quickly as they showed up. The idea is to get people interested in your site enough to browse it some more. Make your home page as clear, concise, and descriptive as possible.

The look and feel of the website should also reflect the brand or image you are trying to associate with your business. An office supply website will look more professional, with muted colors in blue, gray, or black, and be highly organized. A website for web scooters might try to attract a younger, funnier crowd by providing colorful snapshots of scooters and a fun domain name. Pay Attention To Content.

Next comes content. In order for people to find your site, your content should be optimized for major search engines, using Search Engine Optimization (SEO) techniques. It should also be written with an eye for headlines, white space, lists, and other sales copy techniques that make it easy for someone visiting to briefly scan your copy and to pick up the most salient points about your products and services.

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