It’s easy enough to think that the most important aspects of your brand’s online presence are always going to be the obviously ‘exciting’ things – think graphics, fonts, product pages, and other highly prominent components of your organisation’s website design.
Your website’s seemingly ‘dull’ policy pages, however, can also be a key frontier for communicating the best things about your brand.
Here, then, are some great ways to ensure your own site’s policy pages support this objective of presenting your brand in the most favourable light online.
1. Simplicity is everything
Let’s be honest – no one likes to read through lengthy instructions, complicated policies, or never-ending terms and conditions. However, these elements are likely to be a crucial part of your website design.
Whether the policies in question concern your store’s delivery options and processes, arcane legal information, or something else entirely, it’s important to strike a balance between getting all the necessary information across, and not making it too complicated and time consuming to understand.
Be clear about what you can and cannot do, and make it as simple, easy, and no-nonsense as possible, in an easy-to-read font.
2. Ditch the jargon
Policy pages on a website can be notorious for the use of overly complicated wording – but that doesn’t automatically have to be the case.
So, resolve to adopt the attitude that even if certain jargon on your site’s policy pages is technically correct, it ought to be ditched if at all possible.
Customers appreciate it when a brand communicates with them on their level, using language they understand. It can also help to use bullet pointed lists to further simplify the information and highlight the key points you want to convey.
3. Be clear on your brand’s values
It goes without saying that consumers are more likely to choose and be loyal to a brand that shares the same values as themselves. But in order for this to work for your business, you must clearly display what your brand values are.
If you are committed to being carbon neutral or lowering your carbon footprint, then celebrate it! Are you a small business that uses locally sourced products? Shout it from the rooftops! Demonstrating your values even on a ‘dull’ policy page allows consumers to emotionally connect with your brand.
4. Use images to illustrate when necessary
Another way you can add to your brand through your policy pages is by using fun illustrations and graphics that illustrate your points. This way, if someone doesn’t want to read the ‘boring’ bits, they can quickly scan the images and still broadly understand your policies.
This also makes the information easier to digest for consumers and can help explain things that might be more difficult. Illustrations are also a great way to add in a bit of humour and personalisation.
5. Make the customer feel comfortable
Overall, you want to make the customer feel comfortable when they are interacting with your brand. Although policy pages might seem inherently ‘duller’ than other parts of your site, this is your chance to reassure customers that you are trustworthy and reliable, and that their data is safe with you.
To supercharge your digital marketing this year and beyond, contact Piranha Designs
For more in-depth and tailored professional advice and assistance in relation to your website design, content, and marketing, please get in touch with Piranha Designs today in Gibraltar, London, Edinburgh, or Spain. We can help ensure you generate the results you desire from your online presence this year, and into 2022.
