Brand Websites in the Mobile, Cross-Device Era

What does the distributed, multi-device reality mean for the original channel — the brand website?

Websites have been the core of companies’ digital identities since the advent of the internet. But today’s world is radically different. Now brand web presences have multiplied, distributed across Facebook, Snapchat, Instagram, Twitter, YouTube and LinkedIn, across Glassdoor and Indeed, within the sprawling environments of an Amazon, in the App Store, and of course within Google search results. And within each of these growing channels, consumers are accessing brands across mobile, tablet and desktop — alternating between them in ways that continue to bedevil marketers. This distributed, multi-device reality presents ongoing challenges for marketers as they seek to keep up. But what does it mean for the original channel — the brand website?

Looking back, websites once had to be all those things: stores, blogs, brochures, portals for new hires and new business and two-way channels for conversations with customers. Now that most of those functions have been improved via specialized third-party sites and services, the role of websites have changed.

Websites are still the cornerstones of online presences. They are the primary nexus for news, information, content, job postings and executive profiles. The difference is that now it the websites function as archives and central repositories of this content, rather than the front pages for it. What can be found on company websites can be found elsewhere, sure, but only on the websites does the content make sense as part of coordinated business wholes.

The other benefit of inbound website traffic is that it is the best place to gain a better understanding of leads, prospects and consumers. By offering insights, research, webinars, exclusive content and/or offers, websites provide unrivaled portals through which to gather the data that then informs outbound sales and marketing efforts. It’s not as easy to gather that data through all the extensions of brands. Social platforms, in particular, have privacy policies that prevent such data from winding up in companies’ hands. Websites are still the best places for it.

Furthermore — and this can’t be understated — websites are the most definitive articulations of companies’ brand identities. The colors, fonts and overall user experiences communicate the personalities of brands in succinct and enduring fashions that can’t be accomplished within the curated environments of social platforms and other extended channels, where all content is rendered uniformly and where brands’ own content appears alongside other user-generated material that may have nothing to do with their messages.

That’s why you see so many resources going into the design of websites. Earlier web services focused on executing functioning sites with reliable back-ends, but services like Wix and Squarespace have moved all of that to the background. Today, most of the energy in creating websites goes into their design and user interfaces, which are the very things which create lasting brand impressions.

Some thought that websites wouldn’t survive the changes that have come to our digital lives. On the contrary, their role remains crucial. As long as websites are mobile-responsive, websites function today much as they have for the last two decades: as the primary digital presences for companies, the nucleus of an ever-expanding set of channels for the expression of brands.

Fortunately, there’s more opportunity than ever for SMBs to build websites, either by working directly with marketing services partners, or through a do-it-yourself (DIY) or do-it-with-me (DIWM) models. Content studios, ad agencies, local media companies and other ad services providers, including Sound Publishing, can help companies build and design websites to grow their businesses. At Sound, we can get started on a revamped, mobile-responsive website that will work across devices to reach audiences wherever they are.

Talk to us

More in Marketplace

Find beauty right in your garden this spring!

With contactless delivery options, Cedar Grove helps you get in your garden this spring

Lynwood Honda’s Erik Nelson and Gabe Moreno welcome vehicle shoppers to come learn whether leasing is a better choice for their next vehicle.
Time for a new vehicle? 6 reasons to look at leasing

Thinking about getting into a new vehicle but unsure whether you should… Continue reading

Using compost to create a yard to be proud of

Cedar Grove helps create a healthy, green lawn, fertile garden beds without fertilizers, pesticides

Everett spine surgeon pioneers newest robotic technology

Dr. Ali Anissipour, of Western Washington Medical Group in Everett, is the… Continue reading

Crash course: How will the bills get paid after a serious accident?

If you’re injured in a motor vehicle collision you may need treatment… Continue reading

The Remedy Tulalip budtenders have lots of great ideas for Valentine’s Day. Stop by the store to catch great love-bird specials!
Love potions and romance remedies!

This Valentine’s Day, spice things up with green flowers and adults-only chocolate

5 ways to find a mattress store you can trust

Need a new bed? Rest easy once you find the right help

Keeping communities safe: Snohomish County planning for disaster

Updated Hazard Mitigation Plan identifies prevention projects as county grows, changes

Tools and equipment shipped right to your jobsite

Everett manufacturer and hardware supplier has been providing solutions for more than 40 years

Local Healthcare Providers – why it’s important to our community

Hear what one Western Washington Medical Group doctor has to say about being local

Legal help available through free online service

Your chance to win pro football tickets comes with signing up for MyTrafficMan.net’s Busted911.com

Kitchens a great place for family bonding

Engineered stone countertops can be a key ingredient in your family’s cooking adventures