This year, opportunity knocked-… or rather, John did.
John’s a rather fantastic man who said he’d be honoured to have me and my family become part of his life. And while I liked the life I had just fine, I decided the upgrade he offered sounded pretty good. So I took advantage of the moment, packed up my belongings and my family, and we moved in.
There’s really nothing better than a love story with a happy ending, after all.
Now my place of residence sits squarely within the urban-modern section of town, where brand-new homes line trim, neat streets. They’re all model homes, nearly identical, of course. It’s all the rage out here. People might have blue shutters instead of green, a garage instead of a terrace, or two steps instead of seven, but the structures were built with the same general shape and style in mind.
And as I gazed around the neighbourhood the other day, the row of nearly-identical houses reminded me of all the nearly-identical websites that exist. One site might have a white background, a pink flower and an extra sidebar, but it looks a darned lot like another white-background site with a blue cloud and just one sidebar.
And that’s fine. Really, it is. If being just a little bit different from your competition attracts people who like blue versus pink, and you want blue-liking people as clients, then go you. You’ve succeeded.
On the other hand, relying on those tiny little differences to stand out in a marketplace and pull in clients isn’t going to get you many sales.
It’s kind of like the way every person who visits me first gets lost because they can’t tell my house apart from the next. I’ve told them we have beige stone (not the grey) and a three-gable style (versus two) and that we’re second house from the corner, but it’s no use.
“The houses all look the same,” one friend pointed out. “Only way I found your place is because I recognized your car. It’s the only black Protégé on the whole street!”
Thank god for Mazda.
Of course, every single person noticed the three-story, bright yellow, red-shuttered house down the street. You can’t miss it. It stands out proudly amongst the beige and grey stone and draws the eye before you can say sunshine.
Some people like the house. (It’s fun and fresh.) Some don’t. (It’s pretty garish.) But whether they like the house color or not doesn’t matter.
What matters is that every single person notices that yellow house because it’s different.
And no one forgets it.
I’ve even overheard someone using that home as a point of reference to give directions. “We’re to the left of the yellow house with the red shutters.” (I winced. Imagine if you had to point out someone else’s specialness because you had none.)
All this talk of houses comes down to one thing: If you want clients and customers to notice you, then your business, your branding and your website need to stand out on the web, just like that yellow house stands out on the street.
Your business should look different. Your branding should be memorable and remarkable. Your website should be bright, stunning, and full of wow.
Just imagine. Imagine what you could achieve if your website was the best looking site on the web. If it was stunning and memorable. If it drew eyes and comments and attention. If it stood out as different, credible, better.
Imagine the results you’d get if by looks alone, your website pulled in customers hand over fist.
After all, it makes sense. The way people perceive you is in direct proportion to your results and success. And if visitors think your website is plain, subtle, or nothing special… well, those are the kind of results you’ll get.
Plain. Subtle. Nothing special. Like any other house on the street.
Is that really what you want?