Start With Your Brand: Building a Website That Connects Instantly

The web is a unique medium. Users are either looking for information or are actively in the buying cycle. And because of the nature of the web, they expect quick answers! This means a website needs to communicate a business' brand and USP literally in seconds, or the visitor will simply click away.

The 3 Second Test

Here at Adhesion, we always apply The 3 Second Rule - does the web page I'm looking at clearly tell me what this business does, and why I should consider them in 3 seconds or less? Try it. Open your website's home page and see if it does the job. What about the other pages on your site, do they pass the 3 second test? Check out the example above - very quickly you know who they are, what they do, and what you can expect.

Your Brand Online

If you're planning to build a new website, or refresh your existing one, start with your brand. Define your brand values first, then answer these questions: what colours communicate our values the best? Does our logo say who we are and what we do? Is our brand modern or conservative? Perhaps we need a tagline to make it clearer? What would our target audience respond to?

Most businesses simply transfer their offline branding to their websites, but what works on the printed page rarely works at 72dpi. The web has quite different requirements and your brand should be where your website design journey begins.

Define Your Brand Values

Start by clarifying what your business stands for. Are you innovative, reliable, sustainable, or premium? Your core values drive every visual and messaging decision.

Audit Your Visual Identity

Do your colours, fonts, and imagery align with your values and appeal to your target market?

Does your logo communicate your sector and personality?

Is your branding clear at small screen sizes and web resolutions?

Adapt for Digital

Branding that works in print often needs adjustment for digital. Ensure strong contrast, scalable graphics, and clarity at a glance—especially on mobile.

Craft a Memorable Tagline (if needed)

A punchy tagline can quickly clarify your offer or point of difference. Consider if this might help you pass the 3 second test.

Speak Directly to Your Audience

Consider your target customers’ needs, problems, and what will motivate them to choose you.

Don’t Just Transfer Offline Branding—Optimise for Digital

Many businesses simply upload print logos and colour palettes, but what works in print doesn’t always translate online. Attention spans are shorter, screens are smaller, and user expectations are higher.

Build your website design on a foundation of strong, user-focused branding to create instant impact and lasting trust.

Ready to make your brand shine online? Contact Adhesion for expert website branding and design services.