How Do You Feel About That? Emotional Connections and Websites

Kristina Witmer

So, how did the website make them feel….?

Seem like a silly question? I’ll argue that it is one of the most important questions you can ask when creating your website, or building brand loyalty.

You know the expression, “People may not remember exactly what you did, or what you said, but they will always remember how you made them feel.” There is wisdom to that and is a universal truth whether you are talking about personal interactions, branding, or emotional connections your website.

What do I mean when talking about how a website can make a person feel? Well, I’m talking about their online experience. Think about a website you visited where the navigation was confusing, not mobile friendly, had low- quality content, was visually overwhelming, slow speed, etc. How did you feel while you were on the site? Frustrated, I’m sure. You may have even given up and clicked off the site.

Now, think of a website that was easy to use on your smartphone. The responsive site allowed you to call the contact phone number with one touch and made it easy to find what you needed. These are just a few elements that are vital to a positive online experience.

Websites are critical to how customers experience your brand and essential to successful modern marketing.

The coup de grace for any company is to achieve brand loyalty. This is no easy feat and it is created over time through consistent, positive customer experiences. Brand loyal customers happen when experiences with your brand are consistently positive. Customers know that when they buy your product or service, enter your store, or go on your website, they will have a good experience and they can rely on your brand to deliver – no matter the touch point. Your product or service then becomes a part of their life story; it has positive connotations, and it makes them feel a certain way. There is an emotional connection with your brand.

The big take away is that brand loyalty is built on emotional connections and those connections are formed over time by having consistently excellent experiences with your brand. Your website is a direct reflection of your brand. I challenge you to ask someone to visit your website and then, ask these questions:

  • Can they tell you what your company offers?
  • What is the call to action on the homepage?
  • Is it easy to find information?
  • Does the navigation make sense?
  • How can they contact you?

If what you hear does not match your goals and core values, it is time to rethink your website!