The transformation of the Lowensteins’ farm was really starting to take shape

Stage 6: Webhosting

Much like a championship runner passing the baton to a teammate at an Olympic relay race, Elisheva Perlman and the Branding Together team were ready for the next member of the group to do their part as the finish line loomed tantalizingly near. It was webhosting time for Calmin’ Ground, giving the sensory-friendly farm an online presence that would whet the public’s appetite for its unique offerings, turning website visitors into paying customers.

Not at all that long ago, the Branding Together story would have concluded with some well-placed, cleverly designed advertisements in newspapers, magazines, and even the local Yellow Pages, but in today’s fast-paced digital world, creating a proper online presence for Calmin’ Ground was an essential part of the process.

In addition to providing a measure of credibility, having a website also allows a business to showcase its brand in a big way, driving sales by letting the world know who they are and what they are all about. With the Internet having become the primary source of information for so many people, websites are an incredibly efficient medium to attract customers, and it was clear that despite Calmin’ Ground’s low-tech, back-to-basics vibes, a well-designed state-of-the-art website was a necessity, not a luxury.

“A website is a 24/7 salesperson,” explains Elisheva Perlman, founder and creative director of both the Anelis Group, a boutique marketing firm, and the Branding Together contest. “You could be sleeping or you could be in Florida enjoying the sun, and this online ‘salesperson’ is telling people who you are, what you are, how to get in touch with you, and how to sign up, making it crucial to not only take the time to set up a website, but to do it very, very well.”

Given the sequential nature of the marketing process, Elisheva is a firm believer in taking things one step at a time — which means not just jumping headfirst into website design, no matter how tempting a strategy that may be. Since websites are constructed on a foundation consisting of campaign content, strategy, imagery, content creation, and advertising, it is actually one of the last chapters in any branding journey. And while there are many talented writers who can churn out high-quality press releases, headlines, and numerous other types of content all day long, hiring a dedicated website specialist to write that all-important text is a must in Elisheva’s book.

“There is an art to writing for websites, as well as a certain type of strategy and creative direction needed to turn a website into a sales funnel,” notes Elisheva. “Website copy really is a language all its own, which is why it is crucial to go to someone who has the expertise and specializes in that type of writing. In a sense, it is like taking your child to the plastic surgeon, when really all she needs is stitches. It’s not like an emergency room doctor can’t do the work, but you want to be sure that the person doing those sutures is going to do the best possible job.”

Equally important is a website’s structure and how information is broken up into various headings and pages. While the casual user might appreciate a website’s aesthetics and its ease of navigation, other components also yield tremendous power (see sidebar).

“Don’t just tell a client what you have to offer,” counsels Elisheva. “Give them the opportunity to book it right there on the spot and to pay for it. There are a lot of resources that already exist that make that experience so much easier.”

Mirroring true life, where even the most carefully planned projects can hit unexpected snags, Branding Together hit a minor bump in the road when its original web designer wasn’t able to stick around for the duration of the project. As leader of the creative team, Elisheva had to bring a replacement on board, with website developer Kalman Groner stepping in at the 11th hour to bridge the gap, exceeding all expectations as he worked around the clock to create a simple and uncluttered online presence for Calmin’ Ground. The rich imagery, messaging, and robust content previously created by the Branding Together team came to life on the website, letting visitors get their first taste of Calmin’ Ground and the many services it provides, while also providing them with the ability to schedule a visit quickly and easily.

Website copy really is a language all its own, which is why it is crucial to go to someone who has the expertise and specializes in that type of writing. In a sense, it's like taking your child to the plastic surgeon when they need stitches — it’s not like an emergency room doctor can’t do the work, but you want to be sure that the person doing those sutures is going to do the best possible job.

Testimonials are crucial to have on a website. They give potential customers a sense of security — they see that others already used the product or service and enjoyed the experience enough that they took the time to give positive feedback.

Video is another key element that really resonates with people, as is having a clear call to action, whether it be a way to make a reservation or to purchase an item.

Investing in SEO, search engine optimization, is crucial as it's the GPS for viewers to get to the site you spent so much money to build. If you don't invest in SEO, your customers might not find you online.