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How to Balance Professionalism and Personality On Your Company’s Website

Two rocks balancing on a bigger rock

As you craft the content for your company’s website, you want to ensure that the pages properly reflect your brand’s voice, while still maintaining an appropriate level of professionalism. It can be a tricky line to toe, so here are some tips on finding that perfect balance:

Think about how you’d want someone to describe your company

Before you begin writing any content, stop and consider how you’d want a customer to describe your company. Are you whimsical? Knowledgeable? Daring? These adjectives should be reflected in your copy, as well as in the design of the site itself. You’ll also want to verify that the desired adjectives are in line with your company’s purpose. For example, if you’re a law firm, you may not want to covet a reputation as a “fun and funky” company.

Consider your ideal customer

In order to ensure that your site’s content is hitting the mark, think about your ideal customer. How old is this person? What do they enjoy doing for fun? What line of work might they be in? Most importantly, what are they looking for as they come to your site. If they’re seeking a creative visionary to help them with their interior design needs, for example, you’ll want to ensure that your content is reflective of this and delivers what they’re searching for.

It’s okay to admit you have a life out of work

Bios are a perfect chance to showcase your personality, so don’t feel as though you need to limit them strictly to work-related accolades. Sure, list your professional achievements and certifications, but then tell potential clients a little bit more about yourself. What are you doing on the weekends? What’s your favorite kind of food? Did you just run a marathon? Brag about it! Would-be customers want to get to know you, and this goes beyond just learning where you went to college.

Think beyond stiff, boring headshots

Photos help add personality to your site, but you don’t need to limit yourself to boring, posed headshots. Find a fun, colorful wall that breathes some excitement into the images, or add some candids to show what life in your office is truly like.

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