Why do you need a square logo for your favicon, apps, and social media? Well, The shape of logos is changing. Some companies are revamping their logo to fit the industry’s new need for uniform shapes, while others have tackled the change by making a separate, complementary logo. Take a look:
Square Logo For Your Social Media
Social media profiles like Facebook, Twitter, and Instagram, have all adopted a square-dimension profile picture. Of course, they’re being displayed in many cases as a circle, but what’s important is that they’re equal in height and width. Here are two examples of what different-sized logos look like on social media:
These both look fine to you at this size, right? Well, keep this thought in mind as we see even smaller examples than these.
Square Logo For Your Apps
Look at your phone’s home screen and you’ll see the same is true here, though not every business will have their own app. In this example, let’s look at two businesses that use one size of logo for their larger branding like website pages and ads, and a different size for apps, social media, and favicons:
Do you have any apps on your phone that are trying to cram a wide logo into a square space? They’re generally few and far between these days.
Square Logo For Your Favicon
Oh, the favicon. Almost too small to matter, but just large enough to matter more than anyone would have expected. You will see that you’ll need a square logo for your favicon to fit the tiny image on the left side of your tabs at the top of your browser. They help people immediately identify which tabs are which and give instant brand recognition.
Look at this screenshot of my tabs. Notice all of my pinned tabs on the left? Like these examples, you’ll need a square logo for your favicon so your website is instantly recognizable without the use of any text.
It doesn’t stop there. As of now, Google has rolled out a new feature on their mobile search, which displays websites’ favicons next to their organic search results. This feature is also planned to eventually launch on desktop, too.
Would that “Company Name” Logo from the top of this article still work here?
In all of these cases, you can see why the giants of the business world have been adapting their brands. You might think the most important part of your brand is your business’ name, but do you think it’s just as important when it’s so distorted and small that it can’t be read? Probably not.
Start creating an association between a square logo for your favicon and the rest of your brand; this trend isn’t going away any time soon.
Let me tell you how your Edmonton Web Design benefits from you reading this article. You’ll leave today knowing the difference between Primary and Secondary Calls to Action, why you need them both, and some tips to make sure you’re using yours to reach your website’s goals.
Your website’s Calls to Action serve several purposes for your Edmonton Web Design. These purposes include:
1. Easier Site Navigation:
We skim websites to quickly find the information we’re looking for. Not only can effective calls to action get us where we need to go, but you can cut down on long blocks of text by cutting off a preview with a “read more” button. Once someone has opted in to read more, you can comfortably give them all the info they need because you’ve taken them to the right place.
It’s easy for all of us to be window shoppers—especially online. Calls to action such as “Buy Now” or “Sign Up Today” might be just the push your customers need to make their decision and stop sitting on the fence.
3. Defining Your Client Journey
Think hard about these two things.
How your customers normally use your website
How you want your customers to use your website
Use your calls to action to help your customers through both of these scenarios, or to change the first scenario to the second. For example, people might go from your homepage straight to your services page to compare you to your competitors, but you realize that in your sales meetings, your team and experience are actually what set you apart and make the sale. In a case like this, you would want to actively lead people to your About page first.
There are two distinct types of calls to action you’ll use for your Edmonton Web Design.
Primary Call to Action
Secondary Calls to Action
Let’s look at these two in-depth:
Primary Call to Action
Your Primary call to action follows the main purpose of your website. If you’re trying to get more leads, have a call to action that leads viewers to your contact form. Perhaps you’re trying to get more phone calls; have your phone number in your call to action. If your main goal is to save time by answering common questions, use your call to action to get your viewers straight to your FAQs page.
Here are some important tips:
Your primary call to action should be a different color from the rest to stand out so people consciously and subconsciously know what they’re supposed to be accomplishing during their visit.
It should always be visible on your screen (at least on your desktop version). The easiest way to accomplish this is to keep one in your navigation.
You should also have your primary call to action on your home page’s “above the fold” (the first section that loads on a screen) to complement your heading and subheading.
When it comes to wording, the simpler the better. Anyone reading your call to action should know where it’s going to be taking them, so saying something common like “Get in Touch” or “Book an Appointment” is all you need.
Secondary Calls to Action
Your Secondary calls to action are better suited to help you meet the goals of each individual page. For example, you know that your average client journey involves visitors hitting your homepage, then visiting your about page, then learning about your services, and then heading to the contact page. Use secondary calls to action to help them along. Think, “Now that you’ve met our team, check out our services!”
Here are some important tips:
Secondary calls to action aren’t meant to stand out the same way your primary one does. They should follow the color trends of the rest of your website and blend in.
A page might have several different secondary calls to action. Imagine your home page has a snippet about your services and a snippet about your company’s history. Both of these snippets might have the same “read more” button, but they’ll take them to different pages.
It’s acceptable for your secondary calls to action to be different from one another, too. “Meet our Team” and “Browse our Services” both still mean “Read More”, but they make it a little more clear what they’re accomplishing when clicked.
Still try to keep these calls to action simple. Avoid using industry-specific jargon that new customers might not understand. You might think a phrase is clever and will set you apart from your competition, but a single person who doesn’t understand it could mean one less sale or lead for you.
Here at Yas, we’re always aiming for the stars with our Saskatoon Web Design, but not everyone works in a website company, and it can be easy to neglect what could be your most powerful marketing and leads tool.
The first six points are extremely important to the ways Google decides who they show to their customers, which is also known as SEO. These are vital for your Saskatoon web design, or your web design in any city you’re in.
1. Client Journey
How many people are interacting with your website?
The more time people spend interacting with your site, the easier it is for Google to know they made the right choice leading them there.
2. Ease of Use
People need to know what you do and who you are.
Viewers won’t care about what you’re selling if they don’t know whether they’re in the right place.
People are more likely to get excited about what you get excited about.
3. Personality & Relatability
It’s become a chore for people to read blocks of text.
Bland formal text needs something to grab and hold the attention of the reader.
4. Load Times
Your website needs to load within seconds to keep people from getting frustrated and looking somewhere else.
You need to improve your load time for both desktop and mobile versions of your website.
Google is paying more attention to mobile.
5. Music & Flash
Automatic audio and video can be startling and annoying to viewers.
Google has started penalizing websites for non-opt-in music and video.
6. Mobile Friendliness
Ensure that your website is completely mobile-friendly.
If you’re no stranger to the trends of Calgary Web Design, you already know just how competitive the market can be. Think to yourself for a second: “How do I stand out to my customers in person?” The answer probably comes down to your sales techniques.
If you’re new to Calgary Web Design, or you’re looking to get ahead in your city, you’ve come to the right place.
Dr. Robert Cialdini famously coined these following six principles of persuasion:
They’ve been used to ethically educate leaders, salespeople, and more in the art of persuasion, which he defines as the ability to move someone in your direction.
I say ethically because Dr. Cialdini says that this is the key difference between persuasion and manipulation.
That said, before we get into this, here’s the first takeaway: don’t be dishonest. Misusing these principles can do more harm than good to you and your business.
Let’s take a look at these six principles and find out how you can use them to drive conversions with your website.
Reciprocity refers to the tendency we have to return favors subconsciously. Give to your client before they give to you.
Offer a free session, sample, or consultation
Let people try your product or service out before they make an investment.
Offer information of value
Create information of value where you don’t expect or ask for anything in return. Write blogs that tell people how they can solve their problems without you. This will build confidence that you’re an expert, but will also show them that you’re trying to help, not just sell to them.
Don’t fall into the mindset of “I don’t want to tell them how to change their tire because then they won’t hire me”. If they want to figure out how to change their own tire, they’re going to find the information whether it’s from you or not.
Write some blogs that don’t have a call to action. I used to write social media posts for businesses across North America and I can tell you that I never shared an article that advertised for a competitor. However, I did share articles without advertisements to multiple business’ social pages. Free sharing equals free brand recognition.
Scarcity explores our fear of missing out. Dr. Cialdini suggests that fear of missing an opportunity is a larger motivator than the prospect of finding one.
Surface the examples of scarcity that naturally occur in your business.
If you’re a service-based business and it’s your busy season, let people know. You may be concerned that people won’t choose you if they think you’re too busy for them, but many are willing to wait for a service that’s in high-demand.
If your website has products, don’t be afraid to show the ones that only have a few left in stock.
Show people that you have a limited-time offer that will be over soon.
Authority looks at the value we place in the opinions of someone we perceive as credible or knowledgeable.
Show that people trust you.
The best way to do this is through testimonials. Because we see text-only written testimonials everywhere, we’re finding less value in this kind. A great strategy to add credibility to testimonials is to include images of the person leaving the testimonial, and an even better strategy is to use video testimonials.
Check out our recent post to find out 20 reasons you need to start using video in your business.
Stop explaining yourself too much.
In your content, you have to assume that people are willing to accept your expertise. Don’t over-explain yourself—especially when it comes to prices. If you’re not confident in your offering, your customers won’t be, either.
Show that other experts trust you.
If you partner with, or sell to, other businesses, display their logos. People will see names and brands they trust, which will extend that same feeling to you.
Show off your knowledge.
Coming back to writing blogs, releasing free information shows that you’re an expert in your industry, and that you’re confident enough in your authority that you aren’t afraid to “lose customers” by educating them.
We like to do things that align with what we’ve already said or done. In a study by Dr. Cialdini, a restaurant decreased their no-shows by 67% by changing their receptionist’s wording from, “Please call if you have to change or cancel your reservation” to “Will you please call if you have to change or cancel your reservation?”
You can achieve a similar effect with the content in your Calgary Web Design.
Check it out:
Important note: This principle is not as strong when people don’t have to agree publicly.
In your content, lead people to agree with what you’re saying before the punchline. Talk about the reasons people need or want your service, or better yet, let them choose their reason for themselves.
Imagine getting to a website that sells houses and being faced with three options.
I need a starter home
I need a larger home for my growing family
I need to downsize
When your customer clicks #2, they immediately feel like you understand their needs, but they’ve also just actively committed to looking for a solution for their need. Now, when they get to your call to action, they’ve already accepted that they’re looking for a larger home for their family to grow in, so they’re subconsciously less likely to act in a way that contradicts this—such as leaving your website.
The principle of liking digs deep into our community programming. We thrive when we’re surrounded by people who share our values and beliefs—those people we feel most comfortable with.
Is your content likeable?
How do you talk to your clients in person? The ones you’ve built great rapport with. Most likely, you don’t speak to them in a strictly formal way. You exchange personal information, you joke with them, etc.
This doesn’t mean you should include jokes and memes in your content. Instead, focus on matching the way you speak with people in person. Keep your content a little more casual so your viewers feel like they’re getting to know you.
When it comes to your About page, don’t just talk about the fact that you’ve been around since 1947. This is important information for building authority, but people will get excited about the things you get excited about. Why did you get into your line of work? What is it that you love about your job?
Just like with the category above, we’re hard-wired to rely on our community for survival. Because of this, we pay close attention to the actions and opinions of those around us—especially when we’re unsure.
A study by Dr. Cialdini found that a hotel was able to increase the amount of people who reused their towels by creating a sign that said, “The majority of guests who stay in [your room number] like you have reused their towels”.
Check it out:
Talk about what your clients do.
People want to know which products or services are your most popular. We generally want to feel like we’re behaving similarly to like-minded people so it’s rewarding to know you’re investing in something many others are also investing in.
In your content, there’s a ton of power in phrases like “75% of people like you do this next” or “Most of our clients like you who go with option A also get this add-on”.
If you made it this far, you can see the absolute power of persuasion, not only in your Calgary Web Design and Content, but in your entire sales strategy. I can’t recommend enough that you should go read and watch everything Dr. Robert Cialdini has available!