The website is the central point of every business marketing effort.

This is where new leads come through your funnels.

Your business website is the place where you post your content, and where you sell your products.

For all these reasons, every business owner needs to invest time and energy to improve the visual appearance of their website with various visuals.

The following features will make your website become a unique and recognizable business hub.

1)    Adopting a branding strategy

Before you’ve acquired your first client, your business and your website need to send a clear visual message to your audience. In other words, you should prepare your branding strategy in advance.

This includes the three main visual factors: the brand colors, the business logo, and the fonts that will represent your business.

• Brand colors. While it’s important to be fresh and original in the presentation of your business, you still need to follow some traditional words when it comes to colors. Businesses dealing with ecology traditionally use green, white, and sometimes blue. Companies working in the water supply system rely on colors that are associated with water: shades of blue, and white color. So, try to see what colors your competitors use and follow suit while choosing an original color detail.
• Business logo. Your business logo is the crucial visual ambassador of your venture. It needs to contain your brand colors and some visual symbols that are easy to remember. Some brands put their company name in the logo. This depends on the length of the name and the type of the logo. Whatever you do, keep your logo simple to make it easy for your target audience to understand it.
• Fonts. The type of letters you’re going to use on your business materials and your website can affect the accessibility of your content to various people. That’s why fonts are important: they can help your business become easily recognized and your content understood in an effective manner. It would be wise to learn more about business fonts so that you can opt for the right one for your business.

2)    Defining your target audience and goals

When your key visual branding features are ready, you can move to the stage in which you’ll define your target audience and goals.

Naturally, these elements will depend on the type of business you’re launching and the services and products you’re going to offer to people.

For starters, it’s necessary to create a persona, i.e. to specify who would be a typical buyer of your products and/or services. Once you have this potential person, you can create features for your website that will address this individual or group.

Some businesses develop this image to the tiniest details and adapt their website visuals to that buyer.

Others opt for a more general approach by determining a certain audience based on their social or geographical background, or any other demographic element.

For instance, business owners who aim at singletruck drivers in their twenties will share different visuals on their website from entrepreneurs aiming at married middle-aged software developers.

3)    Ensuring presence in social media

The question of the target audience discussed above will determine your branding policy on social media.

While every business needs some kind of presence in social media, it shouldn’t be a standalone strategy. The way in which you’ll use social networks to present your business to the public is closely related to the marketing strategy applied to your website.

If you’re relying mostly on the visuals you’ve created on your own – photos, videos, infographics, graphs, tutorials – make sure to share them on your business page.

It would be practical to make the posting schedule overlap with the posting time on your website. That way, your followers in social media will have an insight into the novelties on your website simultaneously with its visitors.

Last, but not least: the more original and relevant visuals you share on social media, the more people will come to visit your website. That’s why it’s important to maintain quality in terms of visual content throughout all your digital channels.

4)    Analytical testing prior to the launch

As explained by web design Houston experts, every business website can be improved if its owner closely collaborates with designers.

In that light, you should test your website and the visuals you publish on it.

For starters, think about going through a testing stage before the launch. For instance, you can gather a sample audience and let them use your website with the first version of your visuals. Make sure to include all the necessary visual details, from the business logo and brand colors to photos, infographics, etc. Once you get the feedback from this control group, you can make changes to improve the functionality of the visuals.

What’s also important is to check how those test users react to the content you publish on this website. While visuals are important, don’t underestimate the power of the written word. In an ideal-case scenario, the visual elements on your website will complement the written content. Together, these two types of content will boost your website traffic and generate more leads for your business.

5)    Presenting your employees

Employees should be an important part of every business brand. Therefore, business owners should dedicate one section of their website to their employees.

This is especially important for ventures providing services. Potential clients will be interested in the people behind the services they use. So, you should present each of your employees with a photo and a short description of their duties, obligations, and performances within your company.

Such an approach will yield a twofold benefit. On the one hand, you’ll give your service a human touch so that your clients can connect with your brand on a more personal level.

On the other hand, your employees will be happy to see that you appreciate them and their contribution to your company.

Visual features make an important element of every business website. When they’re properly selected and organized, they boost the recognizability and online potentials of the business they represent.

And when adequately mixed with the social media policy and written content, such visual elements also increase the website traffic and the online potentials of business ventures.

Author Byline: Liam Collins is a tech pundit and Web enthusiast working at TuiSpace.com. He spends most of his time reading and writing about the current affairs in the world of information technology. When he isn’t working, he likes going for long bike rides and walks in nature.