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A Branding Guide to WordPress Websites

The flexibility and power of WordPress make it a popular choice for anyone who needs a CMS platform.

Even though WordPress will handle a lot of the basic code and web development for you, the platform is still provides you with control over how your website looks and feels. That’s why some of the biggest brands use it, even though they could easily build their own web platforms.

With the amount of control you have, it’s also easy to properly brand your WordPress website — if you use the right strategies and plugins. Here are 12 methods that you can use.

1. Choose the Right Theme

There are hundreds of WordPress themes available, but only a few will be right for your website. When searching for a theme, look for ones that have plenty of branding options. These themes will include room for logos and let you quickly customize colors and fonts to match your brand identity.

Remember to consider theme design decisions when making your choice — like whether you want a header or footer, or where you want your site’s navigation bar to be on the page.

Once you’ve found some themes that offer branding opportunities, and have the designs you want, look at the other features they offer. Some themes, for example, are built with SEO optimization in mind and do some of the heavy lifting if you want to rank high in Google searches. Crafting your website for SEO optimization is a standard WordPress design tip, and choosing an SEO-friendly theme is a great way to get started.

2. Create Essential Pages

A good business website will have a few essential pages always included. To start, build an “About Us” page that covers the basics of your brand — who you are, what you do and what you’re selling. If you’re a B2B company, you may want to offer some additional info on your about page — like your preferred partners or vendors — that help you appeal to both decision-makers and rank-and-file employees who may use your product.

Don’t forget to include a “Contact” page that lets interested visitors get in touch, too. These pages should be easily accessible from most, if not all, of your site’s sections. Adding links on your navbar is a good way to ensure constant access.

3. Add Some Content

Adding some content to your website is a great idea for just about any brand. Companies of all kinds and sizes — whether they’re B2B or B2C — create blogs with SEO-optimized content. These articles, videos and images make their sites easier to find via Google Searches and encourage visitors to stick around. Providing high-quality information and content can also make your brand seem more trustworthy and demonstrate your team’s knowledge.

If you’re designing a website for your personal brand or small business, you can also use WordPress to host testimonials, reviews from clients and case studies that demonstrate your abilities.

4. Make Articles Easy to Share

Adding quick sharing options — like social media buttons — makes it easy to link to your articles on social media. A theme or plugin that adds these buttons allows visitors who like your content to share it with their social media feeds with as little friction as possible.

5. Add Your Logo

A good WordPress theme will let you put your logo front-and-center, in a place where visitors will see it no matter where they are on your website.

You’ll also want to customize your favicon — the icon that’s in the top left of the tab, next to the page title — with a modified version of your logo. This image will further tie together your website and brand identity.

6. Choose the Right Fonts and Colors

Different fonts have different feels — some are sophisticated and professional, others more free or playful. A strong font choice will communicate a lot about your brand and reinforce other style elements. On the other hand, a poor font choice can easily undercut a number of design decisions and leave visitors confused.

The same goes for color choices. If you’ve already put a lot of thought into the colors and fonts that best represent your brand — or if you already have a logo that you’re happy with — you can work with what you have. Pull the colors and font from your logo and start there.

If not, you may have a little more work to do. In any case, you should research how fonts and colors can impact a visitor’s emotional response to your brand. Red, for instance, suggests importance and aggression, while yellow conveys friendliness and happiness.

  1. Select Quality Images

Good images further underscore what your brand is all about. Even a well-placed stock image can help your brand seem more trustworthy and communicate some of your values.

If you’re showing off products on your WordPress page, you’ll also want these images to be high-quality. Avoid too-small or compressed photos and try to keep angles and backgrounds consistent.

8. Let Users Sign Up for Emails

Emails are one of the most powerful tools you have to reinforce your brand image and drive customer engagement. With the right plugin, you can make it easy for visitors to sign up for emails from your brand.

9. Make It Easy to Get in Touch

You want to offer visitors a way to get in contact with you. Start with a contact form plugin — like WPForms or Formidable Forms — and link out to other elements of your web presence, like social media sites. Be sure to offer a support email and phone number if you have ones available.

You can also add plugins that allow visitors to schedule consultations or appointments, depending on what kind of services you offer.

10. Brand Your Admin Area

If you plan on bringing on writers from outside your business to create content, consider white labeling your admin area. This step will allow you to add your branding elements.

11. Add Useful Plugins

There’s a variety of high-value plugins that can improve your site’s branding and make different elements more effective. Some of the best optimize what’s already there and speed up loading times, while others will make your website easier to find in Google searches.

If you have an online storefront, you’ll want to loop it into your WordPress site as well. eCommerce plugins like WooCommerce work directly with WP. Others, like Shopify, won’t integrate directly but offer features that make it easy to add eCommerce elements — like a “Buy Now” panel that includes product details, prices and links to shop listings.

12. Keep It Consistent

When you make changes to your website, try to keep them consistent with your brand, the design of other pages and your overall site feel. Keeping your branding as consistent as possible across your website will strengthen your presence. It can also make your website a little easier to navigate.

Aligning Your WordPress Site With Your Branding

There’s a lot more you can do with WordPress, but hitting the points in this guide will help you nail down the basics and keep your site in line with your branding. Just be sure to include major elements — like a logo and your chosen colors — and you’ll have a solid foundation.

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