Benefits of a Consistent Digital Customer Experience
If your business has multiple partners that represent your brand, it’s smart to provide a consistent digital customer experience across every website.
When you give partners and affiliates the freedom to create their own websites without oversight, you run the risk of providing different customer experiences and disrupting your brand’s image. Whether you manage a real estate firm with multiple franchisees or a restaurant with several locations, the practice of maintaining a consistent digital customer experience starts at the top of your business – and with good reason.
Perhaps your company manages real estate agents with little to no marketing experience, or hotel managers who may not know what it takes to create an effective website. You may even work with fitness studio or store owners who understand basic best practices but don’t know how to actually build a website.
Your partners and affiliates all have varying degrees of online marketing savvy, so it’s in your best interest to provide them resources to achieve a cohesive brand web presence.
How to Achieve Consistency
Your digital customer experience should be as consistent as the level of service you provide. To achieve this while standing out from the competition, your partners should prioritize polishing their online presence and making sure it matches your company’s branding standards.
Start by taking stock of the visual elements that make up your brand. Logos, fonts, and color palettes should match throughout all company websites and be recognizable to customers when they explore your brand.
Get in front of your target audience by leveraging SEO tools to optimize your website for search and visitors. You can drive more traffic to each website with strategically organized and branded site navigation design, which greatly improves the user experience and caters to customer needs and wants.
If your business takes appointments, consider an online scheduling platform to elevate the customer experience across all partners. Acuity Scheduling helps you create customized scheduling pages within your website, where clients can easily self-schedule appointments, classes, or reservations with any of your partners.
The Power of Brand Stories
Your company’s identity goes beyond the visual elements and content that make up your digital presence. Sharing your brand story is an important opportunity to showcase your company’s personality on your websites.
Your brand story may include elements of the history of your business, as well as its values, objectives and vision statement. It can also establish a meaningful connection to your customers and infuse emotion into an otherwise one-dimensional experience. People want to work with brands they believe in, and your brand story is just one way to get buy-in from potential customers.
Brand stories can involve customer testimonials, philanthropic efforts, employee interviews and much more. They can be customized for different audiences while still speaking to your company’s overarching mission. If your business has a nationwide presence with various satellite locations, consider tailoring each partner website to feature brand stories rooted in the local communities.
For example, your partners can share why they established a particular location and how they serve that area. Or if your business supports a national non-profit organization, your partners can spotlight their regional philanthropic endeavors by adding relevant local stories.
Consider your brand’s voice. Is the tone conversational and happy or more serious and direct? The possibilities are endless, so choose a voice that speaks to your target audience and implement it throughout all partner websites. The ultimate goal is to leave customers feeling good about your business and the services you provide after visiting any company website.
The Right Tools for Success
With so many elements of your website to consider, brand oversight is critical to your success. Squarespace Enterprise is a platform built for innovative business teams who need flexible design tools to test new ideas, iterate, and launch quickly, all while maintaining branding standards across multiple websites.
The Enterprise dashboard is a centralized place to find and manage all partner and affiliate websites, and it helps you direct contributors and their role permissions. The platform makes it possible for you to easily set up, oversee, and standardize the digital customer experience for every partner.
With site template creation, you can also control critical branding elements on all company websites like logos, fonts and color palettes. Plus, the site duplication feature allows for quick client setup and branding uniformity, so the process of adding new partners and affiliates is always seamless.
In addition to the dashboard and general Squarespace product suite, Enterprise customers benefit from secure SSO protection, account manager guidance, and custom SEO and design consultations.