A website design agency is a team of experts that specialise specifically in website design. A great website should fulfill its purpose of attracting its visitors through colour schemes, imagery, simplicity, and engaging information.

Everyone knows that an excellent website design is a very important business strategy, but to break it down – here are a few reasons why:

It sets a good first impression
When your audience visits your website, this is where they will get their first impression of your business. If your website is not up to standards then your audience may develop a negative impression and look elsewhere, meaning that you lose potential business!

It aids your SEO strategy
There are lots of elements of designing a website that will influence how you publish your content on your website. If your SEO fundamentals are not up to scratch from the beginning, you will struggle for visibility.

It sets the impression for customer service
Your customers will judge how you treat them just by looking at your website. Is it easy to use, and have you thought about their needs?
Your design gives them insight into how you view your audience. If your website design is bright and inviting, then your audience will feel much more welcome.

Your competitors are doing it
Another very important reason as to why your website must be an appropriate standard is because your competitors are more than likely utilising their web designs. If you want to remain competitive then your web design is a crucial step.

It creates consistency
If your aim to create new business leads, then you are going to want to boost and build up your brand. You want to create a theme and aesthetic that your audience can get familiar with and relate to your brand.
You want this to be consistent and therefore memorable so that your audience converts to you from your competitors.

A well-designed website means that your customers are more likely to act on what they see. This may be purchasing products or signing up to receive email discounts.

However, you are wondering why you should invest in an informative website agency, rather than just teach yourself the skills you need.

Your website is your greatest asset, especially if you are an online business, therefore why wouldn’t you invest in it?

The best web design agencies always keep in mind these three things:

1. Your website should keep attracting visitors all the time
2. Your website should make its visitors buy your products or services
3. Your website should make visitors want to contact you.

There are plenty of benefits to hiring a professional web designer or agency. Even if you can learn the skills that it requires, do you even have the time to do so?

When you outsource a web design agency, you will hardly have to take any time away from running your business and you will see remarkable results very quickly.

A major strength of a website design agency is their ability to strategically plan, and that they possess the experience to look out for common mistakes and prepare for potential problems that may occur. The agency will focus completely on your core objectives for your website as well as your future business goals. Therefore, you can ensure your website is going to be the best for your business!

By planning this way, the agency will create strong foundations that will ensure the long-term success of your website.

A website should be optimised in a way that will make it visible in search engines.

There is no point in investing in a website and making it look great if web users cannot find it.

When you search for anything online, some websites appear at the top of your search list and others appear on a couple of pages later.

Search Engine Optimisation (SEO) is the solution to this. A website agency will be very skilled in doing this and can ensure that your website is SEO optimised. This will give it the best chance of being seen and will rank it much higher up on the search pages.

When you employ a professional to do your work for you, you can be sure that your website is going to be of the best possible quality.

And, to keep up with your competitors you need a website that includes all the latest design trends, which is most achievable through a website design agency.

Your website’s design is your opportunity to set yourself apart from your competition. You and your competitors are likely selling similar services and products, with similar pricing. Your website can be the one thing that helps you to stand out and be unique.

An agency will guarantee that you stay ahead of your competitor’s websites by using the latest web technologies and keeping up with the trends. An agency will help you gain a competitive advantage.

Furthermore, a website design agency can create additional features to your website that you may not even have thought of, or that you could have done independently but it would have taken you days of learning.

The speed of your website will be determined through the way you set it up and this is another important aspect of designing a great website.

Your website could look amazing, but this will not matter if it takes forever to load and your audience does not get to see it, they will simply lose interest. Page speed is a crucial element of web design.

A web design agency has tools they can use to check your page speed such as Google PageSpeed Insight, and access to these tools will be included in the lump cost of hiring a web design agency.

Paying and subscribing to all these tools individually will work out more expensive overall, and you will have to prioritise which ones you want most to keep your costs down.

People are often quick to implement visuals on their website because they believe that will help improve their engagement, which is true but only to an extent. While visuals are great for breaking up text, if you go overboard then your website can start to look cluttered.

A website design agency can help you choose the most appropriate images and guide you on what is too much, and what is not enough. They can help to create the perfect balance between visuals and texts, which is difficult to know without enough experience in this line of work.

Making more tactful decisions like this can help contribute towards an overall better website design.

This was not an advantage you were expecting. Web Designers can be expensive so surely teaching yourself the skills and giving it a crack is the cheapest way to do it, right?

This is not the case.

By having a professional design your website for you right from the beginning, you avoid having to go back and change mistakes or having to update parts of your website. Then, think of how much time this takes that you could have been investing into other areas of your business, and how much has your productivity fallen because of this?

Yes, designing your website may hardly cost you anything, but it is not cost-effective.

If you are going to spend the money, then best spend it in the right place.

Internet marketing is currently the best way to attract new customers, so investing in your website design, and ensuring the vest results, is important. Consulting with a website design agency can help you guarantee the success of your website.

On average, customers take around 0.05 seconds to form an opinion on a website – that is quick! A poor web design will be turned away instantly.

Web design agencies have the experience to understand consumer behaviour and what turns them away. Such as large blocks of text, and remembering to use bullet points!

Also, do not forget, you also need to consider a website that is mobile-friendly, or can adjust its format depending on what kind of device it is being viewed on. Of companies that adjusted their websites for mobile device views, 62% of them experienced an increase in sales.

To break it down, there are two main reasons why investing in a website design agency for your business is an innovative idea.

Firstly, designing a website is super complex, and there are too many things that could easily go wrong. Trying to do it on your own without any help is going to have you pulling your hair out with stress, other areas of your business will lack attention and you might find your business growth come to a complete standstill – a website is supposed to help you move forwards not backward!

The second is, too much is at stake for things to go wrong. You may think, so what if I make a mistake, I can just correct it? Well, this is not always the case. Once your website is out there, anyone can view it at any time. A botched job is not only a waste of time, but it can have devastating effects on your business.

Website design agencies may be an extra cost, but they are affordable, and once you have a great website in place that you are happy with, you do not have to stress about it anymore!

Design or content. Two things you need to be mindful of when marketing your business. But which is most important?

Designing a website or campaign is important as this is what often draws in the consumer. They are attracted to the images, graphics, style, and overall look associated with your brand.

If your website or social media doesn’t look attractive or professional then it’s likely you won’t get many site views.

Content, on the other hand, is about substance.

Content determines what it is you are saying to your consumer – be it through blog articles, social media posts, your website information, or more.

It is also an important factor to consider when marketing as this is what determines if a consumer will like what you say and thus stay on your page.

But which is the most important?

Read on to find out the benefits of both, and the final decision at the end.

According to the Social Science Research Network, 65% of us are visual learners.

We are attracted to images and graphics which look nice and draw our attention – usually because of colour.

Because of this, consumers are more likely to have their attention first drawn to images, graphics, and visuals on a website before they start reading the content.

That’s why we have logos and banners!

Before a consumer decides whether or not they’re going to read what you have to say, they make a judgement based on the visuals.

Does your product look interesting?

Does your web design seem professional?

If not, then they’ll be clicking off and your bounce rate will increase. This is not what you want.

In order to draw in your consumer and invite them to read your content, you first need to establish an attractive design.

An impressive colour scheme, interesting images, and informative infographics. These are only a few ways in which you can gain a consumer’s curiosity and spur them on in their reading.

If people are so driven by visuals, it seems a mistake to not cater to this.

After all, a website with text only and no other visuals wouldn’t be very engaging, would it?

Your SEO can be determined by a number of things: page speed, links, user experience.

But it’s also content that drives up your SEO rankings.

Gone are the days where you could fill a page of random keywords, with no substance to what you say, in the hopes of appearing high on a results page.

Now, more effort needs to be put in. Especially if you want to be one of the first search results shown to your demographic and audience.

The way to do this? Content.

Using certain keywords that are the most searched for in your blog posts will in turn mean that you will show up higher on a search engine results page (SERP).

The way this happens is by proving to the algorithm which determines the SEO rankings that your content is reliable, authentic, trustworthy, and above all, what people want.

This is beneficial for your company because you will appear higher in search results and thus increase your traffic.

After all, very few people will venture past the first few results on a search page, let alone go onto a second page.

Results on the second search page have an average click-through rate of less than 1%.

That’s why you should always develop a content strategy to improve your SEO and website traffic.

The design of your website is the first impression people will receive of your company and brand.

If your website is clean and engaging, you will seem professional and worthy of business.

However, if your website is messy and dull, it’s unlikely you’ll be making any sales.

But web design doesn’t just set up an expectation of your brand, but also your customer service.

Customer service can make or break a business and can determine whether your first-time buyers will be translated into loyal customers.

And it’s web design which can sometimes reflect this.

A website that seems rather basic, default, and unoriginal doesn’t convey any effort put into it.

If you’re lacking interesting graphics and eye-catching details, then the consumer will likely believe that effort is not important to your brand.

And if you don’t care about making an effort with your own website, why would you make an effort with the consumer?

According to Forbes, 70% of American buyers say they will spend more money on a product or service if it means receiving better customer service.

Customer satisfaction is a huge priority. The best way to ensure that you take your company – and therefore your consumers – seriously, is through your website design.

Whilst design may be what draws in your consumer, it’s content that gets them to stay.

How are you meant to convey a product or service without being able to articulate its necessities and why the consumer needs it?

Content allows you to educate your audience on your brand, your message, your services, and why you care.

You can explain why you’re different from the other companies out there.

What’s more, content is often more impressionable.

Just because a consumer will see an interesting design doesn’t mean they’re likely to remember it.

But a consumer reading a blog post about why they should choose your company? This is much more likely to leave an impression on their brain and thus ensure a return to your website.

Content is all about substance.

Think of the content funnel.

The content draws in as many people as possible, and through engaging and interesting content, converts them into customers.

These days, technology is advancing and web design is becoming more complicated. As such, an attractive and engaging marketing design is the very least expected of a business right now.

Between pop-ups, graphics, plug-ins, logos, and more, websites and advertisements are meant to stand out.

Anything less means that you’ll just get lost in the crowd.

Websites and social media pages are no longer simply information based only.

Now, there is a demand to be engaged and entertained.

Websites with poor design will automatically be disregarded in a consumer’s mind. Especially when there are so many other options out there that are much more impressive in their design.

It takes ingenuity and a unique website to draw in a consumer and really show that you’re a business worth dealing with.

However, marketing design is important not only to attract consumers but also to allow them to continue their journey through your website or social media.

Your marketing must be simple to use and understand for a consumer, and easy to navigate.

Complicated websites or social media pages will also put consumers off. So, it falls to marketing design to ensure that their experience on your pages is as enjoyable and smooth as possible.

When it comes to social media, content can have a direct impact on click-throughs and website traffic.

You may have a social media account with thousands of followers, but if no one is engaging with it, then it’s failing.

This is where content comes in.

Having someone produce content for your different social media pages is what’s important. Especially when it comes to understanding the different content needed for each form of social media.

The type of content that will perform well on Facebook will not be the same type of content that will perform well on Instagram. Social media design is allowed to remain fairly consistent and the same across the different platforms. However, you need to have adaptable content moulded specifically for each platform.

A social media account with a nice design that looks friendly and professional is one thing to gain a follower, but it’s the content you produce that helps you maintain it.

Being able to produce content specific to each form of social media is the most impressive when devising content marketing.

Well, think of it like this.

Have you ever gone to a restaurant and ordered a really nice sounding sandwich?

It turns up and looks incredible, and you stop to take photos of the food you can’t want to dive into.

But as soon as you take your first bite, your face sours.

This doesn’t taste as good as it looks, and you’re disappointed.

It’s the same when it comes to marketing.

Whilst it is the design that sets up the expectations and draws in the consumer, it is content which is the follow through and the substance.

A website with poor content or a social media platform that isn’t informative or interesting will not perform well.

And there’s nothing worse than clicking on a good looking website, only to find the content boring and dull, and not what you were hoping for.

Ultimately, it is the content of your marketing campaign which is the most important. It helps with retaining a following, maintaining consumers, and ensuring the most sales.

That’s why it is content that is king.

If you are looking to market your business and don’t know where to begin, speak to us at Shape the Market. We have a specialised team of content writers who are able to craft the perfect content for your website and socials.

It can be difficult navigating the different types of content and having the time to research and produce it. That’s why our services are so beneficial to new, and small-medium sized businesses looking to market their companies.

When it comes to choosing the website colours for your site, there are a lot of things to consider.

What looks good? What colours will represent your brand? What colours will appeal to your target audience? All of these questions are an important part of one thing: colour psychology.

Colour psychology is the study of how different colours and shades can make a person feel. It’s the reason why ‘danger’ is always represented by the colour red, and ‘happiness’ is always shown as yellow.

But why does this matter for your website?

Well, more and more marketers are starting to take notice of how colour psychology can impact their businesses. From videos, to websites, and also graphic design, the choices we make about the colours we use can have a lasting effect.

In fact, according to the Institute for Color Research, people make a subconscious judgement about the things they see – a website, for example – in only 90 seconds.

And, 62-90% of that decision is based upon the colours they see.

This means that the colours you use in your marketing materials are extremely important when it comes to how your target audience will perceive your business.

If you’re looking to redesign your website or establish your brand through your colour scheme, read on! We’ll tell you what it is you need to know about website colours and colour psychology.

Before we get into why it’s important to carefully choose your website colours, you need to know what each colour means!

Often, how we perceive colours is impacted by personal associations and experiences. However, there are some universal meanings that we all find when looking at colours.

Red: one of the primary colours, it’s very bright and vibrant. When used positively, it can symbolise love and passion. But, when used negatively, it can mean danger or a warning.

Yellow: as stated earlier, yellow can represent concepts like happiness and sunlight. But, just like red, yellow can also symbolise warning too. There’s a reason why all ‘Wet Floor’ signs are yellow – the colour is bright and demands your attention.

Blue: a calming and soothing colour, it makes sense why so many social media companies use blue as their primary colour (think Facebook, Twitter). Blue is a trustworthy colour, when used correctly. But this is where vibrancy and hues come into play: when used in pale shades and hues, blue can look sad. Be mindful of this when using it!

Orange: orange is associated as a fun and exciting colour – after all, we all get excited when opening up the Amazon app. It’s playful and engaging and is a great colour to use as a compliment to others. But, when used on its own, it can be jarring.

Pink: despite technically being a lighter shade of red, pink has separate connotations to that of its more vibrant counterpart. Whilst red can mean love and passion, pink means romance and femininity. As a lighter version of red, it’s often seen as gentle and soft.

Purple: when we use it positively, purple can be regal and elegant. Think of the royal purple shade donned by Kings and Queens around the world. But, purple can also be a relaxing colour – bordering on boredom.

Black and white: like yin and yang, you can’t have one without the other. Black can mean darkness, and white lightness. But black can also mean something sinister, whereas white is innocent and pure.

Knowing what the general associations for each colour are is an important thing to remember. The wording you use on your website, along with your website colours, will determine which association it is you’re evoking.

Not only are colours important when it comes to your website, but it’s also important for building awareness and brand association.

Your website colours need to reflect the aesthetic of your brand – meaning that you need to figure out what your business’s colours are before you start on web design.

In 2012, Cadbury’s long legal battle came to an end when they were able to trademark their famous shade of purple: Panatone 2685C.

Whilst they gave the trademark up in 2019, for the 7 year period it meant that no other confectionery brand was allowed to use that exact shade of purple.

And, it’s no wonder. It’s a very well associated shade, and hard to imagine it being used to market any other product.

Cadbury’s knew the worth of their colour purple and the associations it carried and sought to hold on to that.

But just how important are the colours a brand uses?

There have been multiple studies conducted about the brands that people think of when they see a colour.

When you see red, do you think of Coca-Cola? Or McDonald’s?

When you see blue, do you think of Facebook? Or Twitter?

A study carried out by Strategic Factory found that a whopping 94% of people were able to recognise Coca-Cola’s famous red and white logo.

What’s more, given the longevity of the brand, many people associate said colours with happiness and sentimentality.

Coca-Cola has been able to weaponise its colours to create strong brand awareness across the globe.

Now we’ve established the different meanings with colour psychology, and how colours can help build brand awareness, it’s time to apply this to your website.

Your website colours need to be reflective of your brand and values, so bear this in mind when choosing them.

If you’re an eCommerce store selling a product like a luxury spa item, you want your website to be calming and soothing. You want your website to act as a representation of what you’re selling.

So, you’ll likely lean towards calmer, cooler colours. Shades of white and cream, or blues and purple, will instill a sense of calm and tranquillity.

Conversely, if you’re a travel agency and you want potential customers to be excited about your website and the holidays you can offer them, then you’re going to want to use brighter and more engaging colours.

Something vibrant like orange and red will be able to get your potential customers interested and eager about your services, in comparison to more uninteresting and dull colours like grey, brown, and cream.

Another thing to consider when choosing your website colours is the cohesiveness of the site and how easy it will be for your visitor to read and navigate. Much like when you’re choosing the font for your website, which you can learn about here.

When looking at the colour wheel, you need to think about what colours compliment each other and what colours clash.

There’s an old saying that goes: “blue and green must not be seen unless there’s a colour in between.” There’s a reason why you don’t often see those two colours together alone.

Colour cohesiveness can make or break a website. Having colours that compliment each other well and don’t make it difficult to read text or stare at a screen for too long means you’ll have a smoother user experience.

As a result, you increase the chance that a visitor will stay on your website for longer.

Colours that exist together on the colour wheel can create a soothing gradient effect. The colour red bleeding into pink will look appealing given how closely aligned they are.

On the other end, colours that exist opposite each other can create a sharp and engaging contrast. Blue and orange, like you can see expertly used on our website, can be captivating of your visitor’s attention.

However, you need to be careful about the colours you use and make sure to use them in moderation.

When either technique is used excessively – gradient colours or contrasting colours – they can come across as boring and unengaging, or jarring and clashing respectively.

When choosing the colours for your website, you not only need to think of what colours represent your brand and what will be easy to see, but also what your audience wants to see.

The way to do this is by separating colour associations with how appealing a colour actually is.

But what does this mean?

Well, it’s long been established that the colour pink is associated with femininity and women. It’s the colour that many people dress baby girls in, and is often seen as ‘typically’ the colour for women.

However, that doesn’t actually mean that it’s liked by women.

According to a 2011 Harvard Business Review, plenty of women actively dislike the colour pink. Whether this is because it’s the colour they’re ‘supposed’ to like, or they don’t appreciate the associations the colour holds, it turns out that pink may not be the favourite colour for every woman.

Which means, that it doesn’t necessarily mean that pink is the colour you should use on your website, even if your target audience is women.

Whilst colour associations are important, you have to make sure that your website colours are also what your audience wants to see. Yellow may be a happy colour, but if your target audience finds it garish or childish, then you should steer clear of it.

It’s clear now that the colours you use for your business are extremely important, and not to be underestimated.

This means that they’re something you should certainly consider when bearing in mind the design for your website.

The website colours you ultimately choose have an impact on your website’s user experience, the message you’re relaying about your brand, and the emotions and feelings your visitors have.

Because of this, will you be taking a look at your website and making any changes to your design?

Let us know in the comments below!

The font and calligraphy you use on your website and marketing materials say a lot about your business. Often, it is one of the very first things a consumer or customer will see. As such, it needs to convey a clear message about who your brand is and what your brand does.

Typography can reflect the style and tone of voice of your brand. So you want to make sure you’re getting it right.

Is your brand fun, quirky, and casual?

Are you professional, serious, and business-like?

Or is your brand elegant, classy, and sophisticated?

Finding the right font which reflects the key elements of your business can be tricky. Luckily, at Shape the Market, we offer services which can help with such. If you want to find out more about our different website packages, find out more here.

So, what are the key factors you should consider when choosing your website fonts?

Read on to find out!

As your website font will be read from a consumer’s screen, you want your font to be easy on the eyes. Something which doesn’t require them to squint or strain when trying to decipher what you’re saying.

This is especially important for eCommerce stores.

A font that leans too heavily on the side of elegance and unnecessary quirkiness can often be off-putting, especially when it’s hard to distinguish between an ‘ o ’ and an ‘ a ’. All it takes is a matter of seconds for your reader to decide whether they can be bothered to make out what you’re saying.

And if not, then, goodbye!

Easy to read fonts often include Sans-Serif fonts like Arial and Calibri.

They’re the default fonts on many browsers for a reason. They make it easy to read and are pretty much universally accessible.

Using a font like Arial or Calibri can come across as professional and modern – their simplicity makes them look sleek and refined.

On the opposite end of the spectrum, you also don’t want to make a font too easy to read.

Fonts like Verdana which have larger spaces between words in theory sound like it will make for an easier read. But in actuality, it may slow you down! The spaces between the words can reduce the speed of reading and can subconsciously put off a consumer.

What’s more, fonts like Comic Sans, while easy to read, are not one to be taken seriously.

Comic Sans is pretty much universally acknowledged as unserious and unprofessional – so steer clear of it if you can!

It can be difficult to try and find the balance between a font which is easy to read but also looks professional. But, with time and patience, you can find the perfect one for your website.

What would Vogue be without its classic sleek font?

What would Tiffany & Co. be without their regal elegance?

Even Instagram has a memorable and easily identifiable font choice.

All of these brands benefit from the use of a font which is a signature of their brand. They would be completely unrecognisable if tomorrow you woke up and Vogue was written using Webdings.

Finding a font which is characteristic of your brand identity and who you are is very important when it comes to designing your website.

Aesthetic should never be an overlooked factor when choosing a font.

You need to make sure that you pick a font that will remain consistent throughout your website, and will become a part of your brand identity.

You don’t want to decide on a default font at the creation of your website, only to realise a year down the line that you don’t like how it looks – but have already established this as your brand’s style.

Whilst it’s not impossible to change the font on your website, often it can be confusing for the reader.

If a company is going through a rebranding, consumers are able to accept this and can expect changes to be happening.

Whereas if a company has merely changed its mind and no longer wants to use a font like Arial – this can be confusing for the consumer. They have become familiar with your font and associate it with your brand.

When designing your website, take time in picking which font you are going to use.

Much like your logo or slogan, a font is reflective of your products and services. It is a recognisable way for a consumer to get to know you and needs to be taken seriously.

It’s all about the first impression.

The type of font you use is representative of the tone of voice of your brand. It shows consumers and potential customers who you are, if you should be taken seriously, and what your brand is all about.

Even if it’s not consciously, a consumer will make a swift decision about your company based on the first impression they see.

If your font comes across as lazy and default without any attempt at personalisation, it will seem as if you don’t put in any effort.

On the other hand, if your font is too silly or unprofessional then you likely won’t be taken very seriously at all.

The first step in deciding which font to use is figuring out what your tone of voice is.

Do you want to come across as serious?

How about friendly?

Or do you want consumers to see you as casual and fun?

If you’re a company that is looking to come across as important and earnest, like a newspaper or law firm, then it’s recommended that you use a font like Times New Roman.

It will help convey the gravity of the topics you are discussing and your business-like attitude.

Whereas, if you are a family-owned baking company and want to come across as friendly, you may want to use a more casual font like Cooper. This will convey the approachability of your brand and your light and wholesome content.

Fonts say a lot about the message behind the type of company you are.

Consumers tend to make an emotional connection with the brands they do business with. They want to feel that they can trust you, that you’re reliable, and that you care.

A font choice can hugely influence how a consumer feels about your brand.

Let’s pretend that you’re a clothing company marketed to young people aged 16-25.

Your clothes are styled after casual streetwear, influenced by the likes of brands like Urban Outfitters, Bershka, and Topshop.

You want to portray your brand message as cool, laidback, and unpretentious.

Would you use a font like Cerdarville Cursive? Or a font like Saira Extra Condensed? Or what about a font like Sawarabi Gothic?

Here’s what they look like below:

Which do you think best portrays the tone of the company and is easiest to read?

It’s probably going to be the last one.

Whilst the first is pretty and elegant, that’s not what your clothing company is about.

The second one is modern, but can be difficult to read given how condensed the writing is.

The third one, however, is both modern and easy to read. It comes across as cool and unpretentious without trying too hard.

These are all things to consider when choosing a font. But often, you can just get a feel of what’s right and what isn’t.

Choosing the right font for your website is not a decision that should be taken lightly or overlooked.

There is a lot of psychology that goes into the choice of font, and you want to make sure you find one that your consumer will identify with and be able to gauge your brand’s message clearly.

Often, font choice isn’t considered as important or necessary to a website’s success as other factors like graphics, logo, and design.

But hopefully, this article will have challenged this perception.

There’s a lot to try and convey through one choice of font, and that’s not easy.

You have to find the balance between readability, how it looks, and what it says.

Thankfully, it’s not a decision you have to make alone or without advice.

Shape the Market offers a variety of premium and free website templates for you to choose from for your company.

Each theme has been carefully designed with the tone of voice, brand identity, and the consumer in mind.

If you’re looking to set up a website for your company and don’t know where to begin, contact Shape the Market. Our team of expert designers and content writers are available to help, and will make sure that your website represents your company accurately.