A website is a central space for information and content regarding brand identity and products. It’s where consumers go to experience the core of a brands identity and vision.

The aesthetic, content, and product presentation must cohere seamlessly in an sequence that ultimately translates into sales and marketing success. How does one go about doing that? What principles are needed in the process of building and developing an effective web presentation?

           The We Group is always mindful of the importance of brevity, clarity, and coherence with regards to the presentation of information. Users are not on your site to read a book. Rather, they need a baseline set of concepts to initiate them into the brand that captures their intrigue.This is most effectively done through brief and clear prose. Secondly, there must be coherence in the way the content is presented. Hence, the We Group still follows the principles of storytelling in the construction of its web presentation.We want there to be a relationship between universal meanings and concepts with specific products and services. Only then will a coherent and crystalized identity be communicated and secured.

           Of course, in addition to content and information presentation, design layout is of critical importance. The We Group relies on color patterns that display a boldness of expression along with a corresponding realism of character that brings a brand to life. This can be exemplified with the shift in web presentation between one of our clients – Aletha Health. Their initial web presentation incorporated a wealth of content that presented difficulty with regards to navigating and sifting to find essential information. Neither was the design layout simple and clear enough to aesthetically complement the content.

           Another critical component of web presentation are the categories that make up navigation and search bars. It’s important to select categories that both facilitate access to essential components of brand services and products, and retain simplicity of presentation. The specific terms designated as categories may even be a bit unique in order to separate it from other web presentations. The standard “about page” for example can always be modified to capture a more unique expression and brand tone. In any case, the clarity of expression, boldness of aesthetic, and strategic categories are just a few of the primary tools for effective web presentation.

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