Pencils in colors of the rainbow

Inside: Three simple tips to ensure your website reflects you and your brand, so your visitors instantly get a sense of whether they want to work with you.

“Be authentic.” “Just be you.” 

Oh, if you could have a dime for each time you heard that, you’d be rich, right?

Yeah, it seems like every marketing guru talks about being authentic. And they go on and on about it not because they’re gurus, but because it works.

Most importantly, it helps you stand out in a sea of sameness.

Here’s what else is in it for you:

  • You don’t have to pretend or act like someone you’re not. 
  • Your clients have a good feel for who you are before you even start working together. 
  • Entrepreneurs with similar values to yours reach out to collaborate with you.
  • And people who aren’t on your wavelength? They see themselves out.

In other words, when you let your personality shine through in your business, you attract the right people and repel the rest. 

This makes running and marketing your business easier and more aligned with your values. Business that’s easy and aligned? Yes, please!

So, exactly how do you go about adding personality to your website?

Well, I could write a whole book about this, but since you’re not here to read a book, I’ll cover three simple tips you can try out today.

#1 Colors

You’ve probably come across color psychology before, so you know that in general, yellow evokes happiness and sunshine, red suggests energy and passion, and green is the color of balance and growth.

Think about what your brand stands for and how you want your audience to feel, then pick your colors accordingly.

For example, my APHQ studio brand is cheerful, simple, and creative. It shows up in the colors I use here, and they all came from this mood board:

Mood board showing bright and cheerful colors

Seeing these colors leaves you inspired, optimistic, and like you're getting to reconnect with your inner child full of wonder. (At least, that’s the intention.)

Your color combination will likely be very different from mine. Will it be airy and pink? Dark and moody? Clean and monochromatic?

Stay tuned for my next article about combining colors to evoke a specific mood.

#2 Fonts

Fonts convey different messages, attitudes, and moods. There's a lot to choose from, so pick one or two that help you showcase your personality. 

If you’re all about traditions and reliability, stick with serif fonts like Didot or Garamond.

To add a dose of clean and modern, use sans-serif fonts like Futura or Helvetica. (No, Helvetica is not overused, and it’s wonderfully adjustable for logos.)

Some script fonts can add elegance and an air of sophistication, while others have a fun and friendly vibe.

But don’t take it too far. 

You don't want to stand out for all the wrong reasons. Consider this lawyer’s website:

Inappropriate script font
Appropriate serif font

See what I mean? In the first picture, you get a sense that the lawyer must have lost her ever-loving mind when she approved the design. That’s not someone you want addressing the judge on your behalf.

But the second picture is exactly what you expect to see on a lawyer’s website. It shows her as capable, respectable, and formal. Someone you want in your corner if you have to go to court.

#3 Copy

Whether you're writing long-form articles or brief blurbs for certain sections of your website, pay attention to what your words convey. 

Is your writing formal, with a lot of long words and dry stats? 

Or is it fun and engaging, as if you were talking to a friend?

I’ve written before about how to write so people want to read it, and the advice applies to all copy on your website. 

If you have a habit of addressing people as peeps or friends, then do so on your website too. 

Similarly, if your speech is full of F-bombs, you might want to make it clear in your website copy so you don’t have people’s jaws dropping when they finally watch one of your videos. 

(Pearl clutchers likely aren’t your intended audience anyway, so you might as well repel them from the get-go.)

So, which tip are you implementing today – adding colors to your website, trying out different fonts, or adding some emoji to your homepage? Or maybe all three?

Have fun with them and stay tuned for more.

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