Customers buy from people, not businesses. This is especially true with small businesses. Customers buy from you because you are local, or you have a great backstory. Maybe your owner is in the business all the time and gives advice about whatever the business sells. Your website should be an extension of your business. It is an opportunity to show off your business personality before a customer ever walks through the door or makes a purchase.

All businesses have a personality. Whether you are aiming for a corporate feel, a “we are family” feel or a locally-owned neighborhood shop feel (and these might overlap), your website needs to reflect that. You do not want that neighborhood shop to feel too stuffy online or a financial advisor to feel too whimsical. Oftentimes customers will visit you online before visiting you in person. If a customer gets the wrong feel for your business, he or she might go somewhere else instead. An overly cluttered website can also be a turnoff.

So how do you show off your business personality on your website?

First, you need to have a conversation with your website designer. Let him or her know exactly what you are looking for. A good website designer should ask questions about your business and what you are trying to accomplish. If you are a store or restaurant, take the designer on a tour to show off exactly what you do and what you sell.

Second, start with your company logo. You want the colors on your website to compliment your logo. You do not want too many colors that are mismatched and disconnected. If you have a black and white logo like I do, choose a color that feels right. I went with orange because it stands out. I tried blue and purple websites but they just didn’t feel right. Orange seemed to fit my personality best. Also, when considering colors, consider what looks best. A red background will look better than a red typeface which can bleed and look a bit fuzzy.

Third, make sure your imagery matches your personality. Good product photography or website images can make or break a business. If the photos don’t properly show off your business’ personality, they won’t help you make the sale. Generic stock photos won’t work if you are in retail, art or other creative industries.

Fourth, speak up. A good website designer will ask for your input throughout the process. Your website is about you and your business, not your designer. If you don’t like something or have an idea you want to incorporate, you need to let the designer know. Speak up as soon as possible. It is easier to make changes to a work in progress than after the work is complete.

Remember, your website is a window into your business and you need to use it to show off your business personality. The website should always meet your needs and be friendly and easy-to-use for your customers.