There's just way too much focus these days on conversion, especially when it comes to websites. Yes, we all want more clients, but I'd argue that it's more beneficial for small businesses to focus more on brand building than focusing solely on conversion. Conversion websites are designed to generate sales by optimizing website design and content to encourage visitors to make a purchase. While this approach may result in immediate sales, it does not necessarily foster a long-term relationship with customers or create a unique brand identity.
It's transactional: Conversion websites are solely focused on transactions and often lack personality or emotional connection. Customers may be more likely to forget about your business or turn to a competitor if they do not feel a personal connection with your brand.
It's hard to differentiate: Conversion websites tend to look and feel similar to other businesses in the same industry. This lack of differentiation can make it hard to stand out and create a unique brand identity that resonates with customers.
It's not sustainable: Conversion websites rely on constant optimization to maintain their effectiveness, which can be time-consuming and expensive. A strong brand identity, on the other hand, can be sustainable and grow over time.
By focusing on brand building, you can create a unique identity that sets your business apart from competitors and fosters a deeper connection with customers. Here are some benefits of brand building:
It creates emotional connections: Building a strong brand identity can create emotional connections with customers, leading to increased loyalty and repeat business.
It's memorable: A unique brand identity can help your business stand out and be more memorable to customers.
It's sustainable: A strong brand identity can be sustainable and grow over time, without the need for constant optimization.
Some Canadian small businesses that have successfully built their brands include Knix, Peace Collective, and Bridge Brewing Company. These businesses have established themselves as leaders in their respective industries through their unique brand identities and emotional connections with customers.
While conversion websites may generate immediate sales, they do not necessarily foster a long-term relationship with customers or create a unique brand identity. By focusing on brand building, small businesses can create emotional connections with customers, stand out from competitors, and establish a sustainable identity that can grow over time.